Institutional-Repository, University of Moratuwa.  

Mobile phone apps-based shopping and generation z’s impulsive fashion apparel buying behaviour

Show simple item record

dc.contributor.author Ajanthan, D
dc.date.accessioned 2023-11-30T09:25:18Z
dc.date.available 2023-11-30T09:25:18Z
dc.date.issued 2023-12-04
dc.identifier.uri http://dl.lib.uom.lk/handle/123/21840
dc.description.abstract In contemporary society, individuals have increasingly turned to mobile applications as a means of effectively and conveniently organizing their daily tasks and responsibilities. Mobile applications play a significant role in enhancing the efficiency of consumers' shopping experience throughout the decision-making phase. The purpose of this study is to examine the impact of hedonic motivations, utilitarian factors, and social pressure on consumers' intention to purchase fashion products through mobile applications. Additionally, the study also explores the mediating role of attitude towards using mobile apps in this context. A total of 326 Generation Z customers participated in an online questionnaire, which was subsequently subjected to analysis using structural equation modelling techniques, specifically SmartPLS 4 and PLS-SEM. All hypothesized relationships were found to be statistically significant and positive, with the exception of the association between privacy and security and attitude toward using mobile apps, which exhibited a negative relationship. Further, the findings reveal that hedonic motivation significantly influences users' attitudes towards the utilization of mobile applications. Simultaneously, customers' attitudes act as mediators in the relationship between perceived usefulness, social pressure, hedonic motivation, and impulsive buying behavior. These findings will help online marketers to improve their selling endeavors. en_US
dc.language.iso en en_US
dc.publisher Business Research Unit (BRU) en_US
dc.subject Consumer attitudes en_US
dc.subject Fashion apparel en_US
dc.subject Generation Z en_US
dc.subject Impulsive buying behavior en_US
dc.subject Mobile apps en_US
dc.title Mobile phone apps-based shopping and generation z’s impulsive fashion apparel buying behaviour en_US
dc.type Conference-Full-text en_US
dc.identifier.faculty Business en_US
dc.identifier.year 2023 en_US
dc.identifier.conference International Conference on Business Research en_US
dc.identifier.place Moratuwa en_US
dc.identifier.pgnos pp. 1-21 en_US
dc.identifier.proceeding 6th International Conference on Business Research (ICBR 2023) en_US
dc.identifier.email Dhanushanthini@mkt.cmb.ac.lk en_US
dc.identifier.doi https://doi.org/10.31705/ICBR.2023.21 en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record