Acceptance factors of Zara's shopping app among fashion consumers during COVID‐19

Abstract

AbstractOnline sales in the textile sector are undergoing a comprehensive renewal process as a result of COVID‐19. This article analyzes how the pandemic has influenced the ZARA brand in its sales channel through its mobile application (app). This analysis has been carried out through the development of a UTAUT 2 model into which the constructs of Corporate Social Responsibility (CSR) and Design have been incorporated. Based on a sample of 736 Spanish people, an anonymous online questionnaire was distributed, and the responses were modeled using structural equations with Smart‐PLS. From the results obtained and their interpretation, it is evident how, when purchasing textile products through the app, consumers are indifferent to the CSR of the brand, while design, ease of condition, and habit are shown as the elements that exert the greatest influence on the buyer. Despite being a growing trend within companies, the importance of CSR actions is not yet a determining factor in the intention to use fashion apps. Perhaps in a situation of uncertainty, consumers seek refuge in a well‐known brand, without assessing whether the company is aligned with the interests of its environment. In times of COVID‐19, users have changed their shopping habits, directly influencing online shopping. But what are the acceptance factors of these apps during this COVID‐19 era? For this study, we have analyzed the ZARA fashion app through a sample of users in Spain, where the app has a higher number of active users.