EXPLORING THE FACTORS INFLUENCING ADOPTION OF MCOMMERCE FOR FASHION PRODUCTS IN BANGLADESH

Abstract

The aim of this study is to gather in-depth knowledge regarding the current state of mobile commerce in fashion in Bangladesh and identify the factors that might influence their intention towards adopting it.  Numerous academic research have focused on the adoption of mobile commerce for fashion products in developed countries, however, research on mobile commerce in fashion from the perspective of emerging countries like Bangladesh is lacking. This gap in knowledge combined with the recent upsurge in adoption of smartphones and rapid expansion of the domestic fashion market makes this research worthy of studying.  This research initially identified possible factors from the existing literatures that might assist in predicting which factors might influence Bangladeshi consumer‘s intention to adopt mobile technology, and related hypotheses were formed based on UTAUT 2 model structure. Questionnaire survey was conducted to collected data from different user group and to check the hypotheses, using Structural Equation model. The analysis found four possible factors that might influence consumer‘s intention to adopt mobile commerce for fashion products in Bangladesh namely performance expectancy, habit, price value and real-time search and evaluation. This research has significant implications in both academic and managerial context. From an academic viewpoint it will provide the future researches with a base to build on as research concerning mobile commerce is limited in Bangladesh. Furthermore, it adds to current knowledge by utilizing new data analysis techniques. The fashion retailers can use the findings of this research to develop mobile services for the consumers and tailor their marketing campaigns to provide a better experience.