Influence of perceived value on emotions and consumer behaviour in mobile commerce in the fashion industry

  1. Miluska Murillo Zegarra 1
  2. Carla Ruiz-Mafé 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
UCJC Business & Society Review

ISSN: 2659-3270

Año de publicación: 2020

Volumen: 17

Número: 4

Páginas: 54-91

Tipo: Artículo

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Otras publicaciones en: UCJC Business & Society Review

Resumen

El objetivo es identificar el impacto de la dimensión hedónica-utilitarista del valor percibido sobre las emociones del consumidor experimentadas durante la compra, y los efectos de éstas sobre el comportamiento postcompra en una aplicación de comercio móvil de productos de moda. Se propone y contrasta empíricamente un modelo de relaciones, que integra valor utilitarista, valor hedónico, emociones, intención de recompra y recomendación. La muestra seleccionada para el estudio consta de 340 clientes reales de una empresa multimarca del sector moda totalmente reconocida en España, que han comprado sus productos exclusiva-mente a través de su aplicación móvil. El contraste de hipótesis realizado evidencia que la intención de recompra y la recomendación son determinados por las emociones positivas, que a su vez son determinadas por el valor hedónico, mientras que el valor utilitarista influye de forma negativa en las emociones negativas

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Información de financiación

The authors acknowledge the financial support of research project UV-INV_AE19-1212255.

Financiadores

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