Abstract

CORREIA, Miguel; CUNNINGHAM, Nicole  and  ROBERTS-LOMBARD, Mornay. Use of mobile apps when purchasing apparel: A young male adult perspective. SAJIM (Online) [online]. 2023, vol.25, n.1, pp.1-14. ISSN 1560-683X.  http://dx.doi.org/10.4102/sajim.v25i1.1745.

BACKGROUND: Given the increased usage of mobile apps among males when purchasing apparel, it is imperative that retailers develop mobile apps that align with the target market's needs. OBJECTIVES: This article aims to determine the mobile app intention and usage among young male adult consumers when purchasing apparel. METHOD: A positivistic, descriptive research design was followed, and data were collected from 310 young male adults. Structural equation modelling and moderation analysis were used to test the hypotheses. RESULTS: The study found that the behavioural intention of young adult males using mobile apps to purchase apparel is influenced by the perceived usefulness and attitude towards the app, while the attitude towards the app is influenced by perceived usefulness and ease of use. Perceived usefulness was also influenced by innovativeness and perceived ease of use, while ease of use is influenced by collectivism and innovativeness CONCLUSION: The study highlights the significance of perceived ease of use, perceived usefulness and innovativeness as stimuli of young male adult consumers' behavioural intentions towards using mobile apps when purchasing apparel online. It also informs apparel retailers of the role of collectiveness towards the perceived ease of use of mobile apps when purchasing apparel online. CONTRIBUTION: This study provides empirical evidence of the interrelationships between perceived usefulness, perceived ease of use, attitude and its influence on behavioural intention when purchasing menswear apparel via mobile apps. It validates that collectivism leads to lower perceived ease of use, indicating that a greater emphasis should be placed on elevating the perceived ease of use among consumers with collective behaviour.

Keywords : TAM; TPB; perceived usefulness; perceived ease of use; subjective norms; attitude; innovativeness; collectivism; behavioural intention; actual use.

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