Roles of self-monitoring, fashion involvement and technology readiness in an individual’s propensity to use mobile shopping

Abstract

Purpose This paper aims to investigate the relationships between self-monitoring, fashion involvement and technology readiness in the mobile shopping context. Although mobile shopping is still a novel activity in Turkish economical and social spheres, it has the potential to become an important driver of B2C electronic commerce in Turkey. Many Turkish firms have already extended their multichannel strategies by integrating a mobile channel into their pre-existing on-line and off-line channels. However, customers should be ready to actually embrace mobile commerce for the success of these strategies. Design/methodology/approach To test the proposed research hypotheses, a survey was administrated online to 284 volunteer undergraduate students, who were potential users of mobile shopping channel. The measurement items were developed by adapting and modifying the previously validated 13-item, self-monitoring, 16-item technology readiness index 2.0 and 5-item fashion involvement scales. Findings Results from a partial least squares analysis showed that the ability to modify self-presentation has a significant moderating influence on fashion involvement and technology readiness relationships. However, the moderating effect of sensitivity to the expressive behaviours of others for the same relationship was found to be insignificant. Further, fashion involvement appeared to have significant and direct influences on both technology readiness and attitudes towards mobile shopping. Finally, strong relationships between technology readiness, attitude and intentions to use mobile shopping were detected. Originality/value There has been little research effort conducted to examine the proposed relationships between the cited research variables in a non-Western country. Therefore, these study results yielded valuable insights for both theory and actual practice.

Implementation of Artificial Intelligence in Fashion: Are Consumers Ready?

“…In our results, it was shown that fashion involvement moderated the path from technology attitudes to purchase intention, but not the path from attitudes toward AI to purchase intention. These results are consistent with previous studies in that consumers of higher fashion involvement are more likely to be ready to use new technology (Celik & Kocaman, 2017); however, they are not quite ready to purchase the fashion AI product. Perhaps they are waiting for more customer reviews and a newer version with improved functions or performance of this one of a kind product.…”

“…Consumers of higher level fashion involvement value fashion clothing more, are less price-sensitive, and are more engaged in fashion-related activities such as seeking out fashion news and trying new fashion-related technologies (Naderi, 2013; Yanshu & Guo, 2017). Celik and Kocaman (2017) concluded that fashion involvement has significant and direct influences on technology readiness. It is assumed that consumers with higher fashion involvement will be more likely to enjoy the interaction with the AI product.…”

Is Consumer Characteristics and Shopping for Fashion in the Omni-channel Retail Environment

“…This study defines omni-channel shoppers as those who use multiple channels (physical stores, websites, and mobile apps) of the same retailer spontaneously during a single shopping journey. Previous studies have suggested that fashion innovativeness and purchase involvement are significant personal traits of fashion consumers (Cardoso, Costa, & Novais, 2010;Cho & Workman, 2011;Ryu, 2011), and technology innovativeness is an important predictor for consumers' online or mobile shopping intentions (Celik & Kocaman, 2017;Lu, 2014). Thus, the present study uses these consumer characteristics --fashion innovativeness, technology innovativeness, and fashion purchase involvement --as determinants predicting consumers' omnichannel shopping intentions for fashion products.…”

“…In the retailing context, omni-channel shopping can be viewed as the latest technology-based system, as it involves mobile technology and the integration of different channel options to create seamless shopping environment from start to finish. A reasonable number of studies have investigated the influence of technology innovativeness on consumer adoption of new technology-based shopping options and confirmed that a positive and significant relationship exists between the two (Ba g ze, 2015; Boyle & Ruppel, 2006;Celik & Kocaman, 2017;Mummalaneni, Meng, & Elliott, 2016). Consumers with a higher level of technology innovativeness tend to use mobile-based sources for product search and product information (Jai & Tung, 2015).…”

Consumer Mobile Shopping Acceptance Predictors and Linkages: A Systematic Review and Weight Analysis

“…Multifaceted trust-risk model and theory of planned behaviour jointly occupied fourth position by serving as theoretical lens on two instances each. Furthermore, there were eight theories/models such as (1) 4P's marketing theory [16], (2) Behavioural reasoning theory [37], (3) Elaboration likelihood model [38], (4) Flow theory [39], (5) IS success model [14], (6) Stimulus-Organism-Response (SOR) framework [40], (7) Technology readiness [41], and (8) Trust transfer theory [15] that researchers employed on one instance each. Finally, there were two studies [42,43] that did not employ any dominant theories to examine consumer mobile shopping acceptance.…”