Abstract
This study examines the influence of various drivers (shopping motivations, i.e., convenience, cost saving, entertainment and social interaction seeking, innovativeness with technology and age) on attitude toward mobile communication and interest in a retailer’s mobile application in the fashion industry. Three thousand one hundred and thirty-six respondents, all customers of a large fashion retailer and owners of mobile devices (smartphone and/or electronic tablet) were surveyed using an online questionnaire. The results show that consumers who find shopping fun and are highly innovative technologically are the most interested in mobile marketing. Cost saving does not significantly drive mobile marketing but age has a negative influence. These results improve our understanding of drivers of mobile marketing in relation with communication and shopping in a sector where mobile proximity strategies are being developed to engage customers and develop their loyalty. Managerial implications related to targeting, communication, and content development are presented.
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