Consumer acceptance on mobile shopping of textile
goods in Austria: modelling an empirical study
Branislav Hyben Andreas Mladenow
University of Vienna, University of Vienna,
Department of e-Business, Department of e-Business,
Faculty of Business, Faculty of Business,
Economics and Statistics Economics and Statistics
Oskar-Morgenstern-Platz 1 Oskar-Morgenstern-Platz 1
A-1090 Vienna, Austria A-1090 Vienna, Austria
branislav.hyben@gmail.com andreas.mladenow@univie.ac.at niina.novak@ifs.tuwien.ac.at
ABSTRACT
Mobile business applications such as mobile shopping have
experienced a major upswing in recent years. In order to respond
appropriately to the high and still increasing demands of
consumers, traders make use of mobile applications in many
industries. In addition, as far as the trade of textiles is concerned,
vendors use mobile shopping applications to increase their market
opportunities and competitiveness. In this context, the authors
formulate eight hypotheses and set up a research model for further
analysis concerning consumer acceptance of mobile shopping, by
using the textile goods market in Austria as an example.
Categories and Subject Descriptors
H.5.3 [Information Interfaces and Presentation]: Group and
Organization Interfaces – Evaluation/methodology, theory and
models, web-based interaction.
General Terms
Management, Performance, Economics, Human Factors, Theory.
Keywords
Mobile Shopping; Mobile Commerce; Textile Goods; Consumer
Acceptance; Business Models
1. INTRODUCTION
The relevance of mobile business manifests itself not only in
terms of constantly growing number of users [1, 2], but also in the
fact that mobile business is available around-the-clock [3].
Companies offer consumers a link between offline and online
worlds, as many consumers do not differentiate or see boundaries
between these two but rather want to use them in parallel [4]. The
mobile devices available on the market also serve this very
purpose. A smartphone user for example can search for
information while being in a shop, can compare products or even
purchase the product online and have it delivered to his/her home.
In contrast, people who do not use mobile shopping applications,
state the fact that they do not have a suitable mobile device as one
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DOI: http://dx.doi.org/10.1145/2837126.2914399
Niina Maarit Novak Christine Strauss
Vienna University of University of Vienna,
Technology, Institute of Department of e-Business,
Software Technology and Faculty of Business,
Interactive Systems, Economics and Statistics
Favoritenstr. 9-11, A-1040 Oskar-Morgenstern-Platz 1
Vienna, Austria A-1090 Vienna, Austria
christine.strauss@univie.ac.at
of the main reasons why they do not shop via a mobile terminal,
besides that fact that for them mobile shopping does not offer any
benefits [5, 6, 7].
Many buyers value not only cheaper prices, but also a wide range
of products. If for example textile goods are bought on the
Internet, online retailers are faced with the challenge of returned
products. When a consumer buys a textile good on the Internet,
the trader should be aware that the following deficiencies play a
key-role during the consumers purchasing decision: deficiencies
in the application, lack of presentation technologies, lack of
professional advice and the trying on of an item [6, 7]. Other
challenges for retailers include new technologies in the textile
sector, such as Couponing, Near Field communication (NFC) or
Quick Response (QR) Codes.
But which factors affect consumer acceptance of mobile shopping
for products such as textile goods? This position paper constructs
the conceptual background for our ongoing research project
regarding mobile shopping and is organized as follows: after the
introductory section, we give an overview on evaluated related
work in the area and describe the current market situation in
section two; in the major section three of our work-in-progress we
explain the design of our research model and conclude with a
short discussion including preliminary results.
2. BACKGROUND
2.1 Mobile Shopping
Mobile shopping represents a subtopic of mobile business. The
focus lies on the exchange of products and services [8]. Location
Based Services play an especially important role, since the
smartphone’s current position (which usually corresponds with
the user’s current position) is determined by Global Positioning
System (GPS); subsequently the consumer can benefit from the
service as he or she receives a list containing the geographically
closest shops along with a list of current offers [8].
As a part of mobile commerce [9], mobile shopping combines all
services that enable online shoppers to purchase goods or services
with a mobile device, to conduct payments online or to use the
mobile device as a payment terminal, e.g. at public access points
in order to pay at vending machines and retailers. In the World
Wide Web (WWW) mobile shopping represents a growing service.
It brings a benefit for people who, for example, are physically
impaired or for those who do not have enough time to shop.
Another factor is the independence from the amount of money
physically available in one’s wallet. Subscriber Identity Module
(SIM) cards are used today in a similar way as people use their
credit cards [10].
The underlying idea is to provide the consumer with personalized
messages at a specific time and a specific place [11÷13].
Innovations and improved mobile devices have contributed to the
expansion of the Internet and mobile shopping [13, 14]. In the
beginnings, the Wireless Application Protocol (WAP) technology
was not often used due to several reasons including: slow Internet
connections, high costs and a small number of offers. Over time,
the development of new technologies and mobile devices led to
new opportunities for the mobile Internet [11, 13, 15].
The possibility to shop around-the-clock is an important attribute
of buying textile goods online as the traditional stationary, brick-
and-mortar retailer has limited shop hours [13]. Another
advantage represents the flexible delivery of the goods. The 24/7
information availability as well as the readiness to send of online-
shops are key features of the of the user acceptance [3, 12]. The
optimization of content that are to appear on mobile devices is of
great importance in the near future. Moreover, it is crucial to
analyse the behavior, expectations and preferences of consumers
in order to provide customized, individualized offers [13].
Currently the growth of online retailers appears to be not directly
linked to sales, but is rather resulting from a conquest to gain
market share. This assertion has been confirmed in a study of the
United Digital Group, which came to the conclusion that many
online retailers lack online-compatible offers on their websites
[9]. This in turn leads to the situation where the consumer may
decide to exit the online-purchasing process for instance because
the page view does not automatically adjust to the screen size of
the device [9].
The group of consumers which uses online-purchasing services
via their smartphones in a business context, does not accept
differences between multiple channels and expects that the
boundaries between online and offline shopping-worlds disappear
[8]. This trend is known under the term no-line system [9]. It
enables the consumer to display a nearby business or after visiting
a shop and trying on clothes to subsequently purchase the item at
home. Figures from the United Kingdom show that the number of
consumers who buy products online while being in a shop as well
as the number of consumers who buy products online from their
homes and have the goods delivered to a shop close by, increases
[9]. The trying on of selected fashion items remains to be
something many consumers do not want to forgo. Therefore, the
stationary retail business will continue to play an important role,
and the question arises whether these shops are transformed into
showrooms where customers can try on clothes, which are then
purchased online. Four out of ten users state to exit the online
purchase even if the products or services are already in the online
shopping cart. The main reason for exiting the online purchasing
process is that in many cases you are required to create an
account. In fact, 39% of users have interrupted at least once the
buying process because they thought that the creation of a user
account was too complex [16, 9]. Other interesting reasons for the
termination of the online-purchasing process stated by online
shoppers include shipping costs, payment options, delivery time
and time-consuming search for discount codes [16].
2.2 Mobile Shopping in Austria
The assumption that smartphones are taking an important role in
everyday life is to be interpreted in such an extent that now 82%
of the population use smartphones on average 2.5 hours per day
[5]. Compared to 2012 there has been a 12% increase and in
comparison to 2011 a 2-digit growth was recorded [5]. This is the
reason why an online presence combined with adequate
advertising campaigns is very important for many businesses. The
fact that 90% of smartphone users are using their mobile device to
search for local information suggests that companies should be
active on the Internet. Almost half of the users pick up their
smartphone even if for example television is currently turned-on
in the background. Society has changed in such a significant way
that we are already talking about a “mobile society". Almost three
quarters of respondents stated that they do not leave their home
without their smartphone and 62% have used the device at least
once every day in the last few days [17].
For many companies, the place of using the mobile phone is an
important source of information [11, 17]. Almost every
respondent, that is, 97% uses the device at home. From the
perspective of customers and in terms of purchasing products or
services on the Internet not only the use of smartphones is of great
importance, but also the need to be online and/or to search the
web. This number has increased by 3% compared to 2012 up to a
total of 44%. The online purchase can be facilitated or accelerated
from the company's perspective by installing apps on the
smartphone. On average 28 apps per smartphone are installed. In
this context, the user’s location while doing research via the
smartphone must be kept in mind. More than half of the users use
the device at home, 33% on the road, this is as much as 7% less
than in 2012, and only 18% of respondents stated that they use
their smartphone while being in a store [17].
When the consumer is searching for products or services on the
Internet, short and clearly defined marketing messages are
important. There are also situations where the customer is just
searching for information for example if he or she wants to
compare prices online. The term cross-channel shopper emerged
and describes customers the use various communication channels
during the buying process (e.g. using the smartphone previously
to acquire information on a product, and subsequently finalize the
purchase process with the help of a PC or directly in the store). In
fact 41% of the respondents are cross-channel shoppers. Despite
the fact that almost one third of the respondents stated that they
have bought a product or service via their smartphone, several
aspects have to be considered causing people to exit the online-
shopping process. 43% of the respondents mentioned the screen
size as an obstacle, followed by the display of price comparisons,
difficulties while entering information and safety concerns. These
are the main arguments, according to the Google study, why
consumers refrained from the online purchase. 81% of
smartphone users notice mobile ads displayed on their
smartphones [17].
Online shoppers in Austria have spent 761.7 million euros in the
ten largest web stores. By far the leader in 2013 was Amazon,
followed by Universal and Otto. Out of the 10 largest web stores,
6 offer fashion items [2]. In 2015, a study was conducted in
Austria with the purpose of determining whether the respondents
buy apparel and footwear preferably online [18]. 77% of
respondents have indicated that they have bought apparel every
now and then via Internet. On the one hand, for consumers a wide
range of products is important – not only the cheaper price. On
the other hand goods returned by consumers will remain a
challenge for online retailers. In the study, 92% of buyers stated
that they have returned goods for the purpose of replacement.
Finally, 43% return approximately every twentieth product and
12% return even between every second to every fifth item [18].
2.3 Online Shopping of Textiles
When it comes to online orders, textile goods such as apparel
represent an extremely popular product segment [2]. This is
confirmed by the fact that the number of consumers who buy
textile goods over the Internet has grown significantly in the past
[2]. Mobile business has a good standing in this industrial sector,
which is reflected by the fact that mobile devices are used more
often for buying textile goods than for buying food products.
Especially in the fashion industry, technologies such as apps, e.g.,
for online loyalty cards on the smartphone, play a more and more
important role.
Apps were the most bought items, followed by books according to
the Mobile Communication Report survey, carried out in Austria.
The categories music, electronic devices and games followed the
top two ranks. Thereafter followed the category apparel and shoes
with 34% [de]. According to a survey of Small and Medium-sized
Enterprises (SME)-Research Austria, in 2013 textiles were the
second most popular category in Austria for people aged between
16 and 74 years. Compared to 2006, the ratio of online buyers
increased by 17% [19].
The behavior and preferences when purchasing textile goods is
characterized by large differences between the generations.
Generally, it could be argued that one of the most important
things before buying a textile product is to personally have a look
at the item. However, for the younger generation the advice and
consultancy of sales-professionals directly in the shop and the
recommendation of friends is more important. On the other side,
these reasons do also apply to the older generation when buying
apparel in a store. At the same time, magazines are of great
importance for the older target group, as 27% of respondents use
this medium to gather information before purchase. For them this
medium represents a bigger advantage than the consultancy of
sales-professionals. Company websites are visited increasingly by
younger consumers up to 29 years. The price comparison websites
are mentioned by the group of 30 to 39 year old consumers most
frequently [2, 20].
On the Internet, the majority of respondents acquired fashion
items online. From the study, the following characteristic
description of a typical online-shopper can be summarized: The
typical Internet shopper is young and female. This is one reason
why companies in the online-sector are increasingly targeting
young women with their business models. The male audience is
often associated with outdoor and sports topics. A drawback when
it comes to the online purchase of textile goods is the question
regarding a fast exchange or return of items. The product should
be re-introduced in the product range of the classical trade as well
as in the entire sales process without any difficulties or technical
problems. This is made more difficult when the stores’ program
does not include such a service. For this reason, companies could
use so-called "augmented reality applications", which involve
platforms where customers can try on clothes virtually. This could
e.g. reduce the number of incorrect orders caused by incorrect
clothing-sizes or forms [21].
Many motives are decisive when a company considers to launch
an online store. Among the most important ones one can find the
desire to acquire new customers by attracting their attention.
Understanding the consumers' needs to increase profit also plays a
pivotal role. To be able to address consumer needs, the company
needs to know the consumers' preferences. The most important
ones can be summarized as following: bigger range of products
(this has been stated by one in three respondents), improvement of
product presentation and expansion of payment options. 75% of
all surveyed companies in fashion retail industry rely exclusively
on their own homepage and only 7% sell online [21].
3. RESEARCH METHODOLOGY
The presented research model is based on Ko et al. [6] with some
adaptions due to technological progress, cultural differences and
recent literature research [9, 12÷14, 22÷25]. Furthermore, the
conceptual background of our research model is based on the
Consumer Acceptance of Technology (CAT) model, which was
investigated by Kulviwat et al. [26]. Using the CAT model in
conjunction with customer intention, one can better assess
whether a technology will prevail. The CAT model represents a
combination of the Technology Acceptance Model (TAM) and the
Pleasure-Arousal-Dominance (PAD) model [26]. Hence, it has
been asserted that the CAT model is a comprehensive and more
powerful model than TAM alone, as it consists of a cognitive
component and an affective part.
A benefit can be defined as the level at which a person believes
that using a particular technology may facilitate or improve a
certain work-task considerably [6]. Earlier studies have shown
that the perceived benefit and user-friendliness of a technology
have a significant impact on the acceptance of the technology
[27]. Users are willing to accept new technologies for several
reasons. Firstly, due to the functions, the new technology provides
and secondly based on the question whether it is easy or difficult
to operate. Users are often willing to accept some initial
difficulties in handling the device, if the technology provides the
required functionality. According to Davis [27] the perceived
benefit represents the most decisive factor when it comes to the
adoption of a technology [14, 27]. If the system provides no
perceived useful function for the user, then the negative attitude
regarding mobile shopping can hardly be compensated by an
appealing user experience. In addition, it is believed that the
perceived benefit has a positive influence on the general attitude
towards mobile products. The higher the perceived benefit of a
high-tech innovation, the more positive will be the attitude
towards the adoption of this innovation. Based on the result of the
study by Ko et al. [6], the first hypothesis (H1) is formulated. It is
believed that the usefulness or disutility is significantly related to
the perceived value:
H1a: The perceived usefulness is positively related to the
perceived value of mobile shopping for textile goods
(TG).
H1b: The perceived disutility is negatively related to the
perceived value of mobile shopping for TG.
The ease of use or user-friendliness is defined as that level to
which a person believes that the use of a particular system or a
technology is linked to both, little effort and little expense [6, 14].
It reflects the level between recognition of a new technology and
the benefits associated with the effort to use it. A study by
Venkatesh and Davis in 2000 [28] concluded that the ease of use
has a positive correlation with the adoption intention of a new
technology by a user. In contrast to for example the utility aspect,
in the literature one can find further insights into the effects of
user-friendliness on user’s adoption-behavior of new
technologies. Nysveen et al. confirmed that the ease of use has no
significant effect on the usability of mobile chat services [29]. A
different study by Zarmpou et al. has shown that the ease of use
has no direct effect on the acceptance of new technologies,
however a positive indirect effect on it through the perceived
value [30]. The higher the user-friendliness, the more significant
is the perceived value of mobile shopping for textile goods [30].
Based on the study by Ko et al. [6], which showed that perceived
ease of use is significant for perceived value, hypothesis 2 was
formulated.
H2a: The perceived ease of use is positively related to the
perceived value of mobile shopping for TG.
H2b: The perceived ease of use (techn. aspects) is positively
related to the perceived value of mobile shopping for
TG.
In today’s fields of electronic and mobile commerce, trust plays
an important role [14, 31]. A study by Gefen and Straub has
confirmed that in the area of e-commerce the factor trust
significantly affects the behavior of customers related to
technology [31]. Numerous studies have demonstrated that the
factor trust related to the intention to make use of mobile
commerce applications, is significant [14, 32]. Another study by
Sharif et al., which explored the aspect of trust in the context of
mobile commerce, showed that trust has a significant effect on the
adoption of mobile commerce of users [33]. The perceived level
of trust is an important construct that affects the behavior of
customers, and also determines the success and the acceptance of
e-commerce. Trust also emerged as an important predictor in the
study by Chong and plays a particularly important role when
consumers consider whether to accept or reject mobile commerce
[14]. Alain shows that confidence has a significant and positive
correlation with consumer choices in Malaysia [22]. This result
however has not been confirmed for Chinese consumers. The
present contribution focuses on mobile payments and
confidentiality concerning personal data (e.g., sending credit card
information when using mobile shopping applications). It is
believed that trust has a significant effect to perceived value,
therefore hypothesis 3 states:
H3: The perceived trust is positively related to the
perceived value of mobile shopping for TG.
Enjoyment is another factor, investigated in several studies. Since
the factors fun and joy have proven their significance even on e.g.
fast-food touch-screens, their great importance remains
undisputed. Joy is defined as the extent to which the use of a
computer (or technology) is perceived as pleasant, aside from any
benefits that may be expected. It was confirmed by several studies
that the factor joy is a significant factor for the use of technologies
[34, 29, 26]. Furthermore, the perceived value increases through
the factor joy [26]. Moreover, it was found that the factor pleasure
positively correlates with the perceived value [26]. Based on these
findings the following hypothesis was formulated:
H4: The enjoyment is positively related to the perceived
value of mobile shopping for TG.
The perceived value represents for the consumer the overall
evaluation result of the usefulness of a product on the basis of
personal perception. Thus, the value indicates an overall
assessment of the selected object. In literature, a strong positive
relation between the adoption of a technology and the perceived
value has been confirmed. A study introduced by Kleijnen et al.
confirmed that acceptance plays an important role [35]. The
perceived value is significantly related to the intention to use the
technology. Three criteria are determining the consumer’s
perceived value [35]. First, the relation between the independent
variable and the mediator are to be significant. The independent
variable must significantly influence the mediator. Secondly, the
independent variable must significantly influence the dependent
variable. Thirdly, the mediator must significantly affect the
dependent variable. In addition, the value for the third criterion
should be smaller than for the second criterion [35]. Ko et al. [6]
examine in their study the acceptance-intention of mobile
commerce of users (whether a technology is adopted) directly and
indirectly. The indirect effect takes the perceived value into
account as an intermediary between mobile commerce features
and adoption intention. The direct effect does not take the
perceived value into account. Thus, hypothesis 5a and 5b are
formulated.
H5a: The perceived value has a positive effect on adoption
intention toward mobile shopping to purchase TG.
H5b: The perceived value mediates the effects of mobile
commerce characteristics on adoption intention
toward mobile shopping to purchase TG.
Based on Ko et al. [6] we set up a model for consumer
acceptance, which is depicted in figure 1. The placement of each
hypotheses on the relevant arcs indicates the context. The
empirical study has been carried out as a survey study. The
questionnaire includes 42 questions and has been adapted to
Austrian consumers and respondents.
Figure 1. Acceptance model of mobile shopping for TGAM
4. DISCUSSION
The user acceptance of mobile shopping is influenced by several
factors to different degrees. Especially the purchase of textile
goods via a mobile device is determined by a variety of aspects.
Our preliminary results suggest that the factors disutiliy and
enjoyment are related to the perceived value of mobile shopping
for TGAM. Hence, our further research will verify or falsify the
elaborated hypotheses. From a company’s’ point of view, the use
of mobile shopping offers advantages for users in terms of
location independence and 24/7 availability. The approach we
propose investigates the question if there are further advantages,
their potential and their interrelations. Regarding mobile
shopping, however, companies are facing several challenges in
user adoption, such as small displays, as well as security and
privacy concerns. The results of our study will reflect the factors
that are relevant for Austrian users who perform mobile shopping
of textile goods and indicate which of the factors are dominating,
and/or crucial. Thus, managerial decisions and prioritisation could
be supported.
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