Applying and Extending UTAUT2 Model of Adoption of New Technology in the Context of M-Shopping Fashion Apps

Abstract

The drive of this work is to recognize the factors that affect the adoption of m-shopping fashion apps from the consumer perspective in Delhi NCR by extending UTAUT2 model with Post-purchase behavior with the aim to find out the consumers experience and satisfaction level after adopting new technology (in this case mobile shopping application for fashion).The variables identified including new variable, i.e. perceived risk and post-purchase behaviour, were tested using structural equational modelling. Data collection was done using the structured onlinesurvey on the sample of 557 mobile app users in Delhi-NCR on the young Indian mobile users of age bracket (18-25) years. Theoutcomes of the work revealed that except effort expectancy and social influence, all the remaining factors used in the proposed model significantly influence theformation of behavioral intention of young mobile usersto embrace mobile based fashion shopping apps. Also, the results of the work revealed that consumers actual purchase significantly affect their post-purchase behaviour. Hence, validates the proposed model extended till post adoption.This is the first work in Delhi NCR on the specific mobile shopping application category particularly fashion apps using extended UTAUT2 model.