What is it about?

To develop more effective retail apps that encourage customers to buy items through their smartphones, the motivations of customers to engage with the apps needs to be understood. Only 12% of all online sales are for fashion items in the UK, which is a $212 Billion industry, showing the great potential for growth that can more persuasive design can drive. This paper shows that when fashion retail apps can offer a more efficient and convenient way of shopping with personalised services (e.g. which items fit your needs and personal style when you view the app) and social interaction (e.g. connection with Facebook, Twitter, WeChat, etc.) customers want to use the app more often and spent more money.

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Why is it important?

This paper provides original insight into the hedonic and utilitarian value motivations most prevalent to users of m-commerce fashion retail apps. This is distinct from previous research that has focused on physical retail environments or general e-commerce interactions (e.g. non-fashion web stores accessed through a PC/ Laptop).

Perspectives

For UX Designers, it is important that the customers needs and desires are fully understood to provide designs which solve real problems in a way consumers will enjoy. When applying the outcomes of this paper, retailers in the fashion industry and beyond can design more persuasive apps to encourage purchase behaviours, and more enjoyable for customers to use.

Dr Christopher J. Parker
Loughborough University

Read the Original

This page is a summary of: Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement, Journal of Fashion Marketing and Management, September 2016, Emerald, DOI: 10.1108/jfmm-02-2016-0015.
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