Resumen

MURILLO ZEGARRA, Miluska  y  RUIZ MAFE, Carla. Key drivers of utilitarian value of mobile fashion apps. Contad. Adm [online]. 2021, vol.66, n.2, 00012.  Epub 11-Oct-2021. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2021.2631.

This paper identifies the key drivers of perceived utilitarian value when using a mobile fashion retail app. We analyze and test the impact of consumer beliefs regarding technology, the features of the mobile alerts messages and permission marketing variables (irritation and perceived control) related to the mobile alerts. A research model is tested using a sample of 340 mobile shoppers of fashion products in Spain. Results show that utilitarian value is determined by perceived usefulness, informativeness of the alerts and use of permission marketing. Ease of use increases the perceived usefulness, personalization increases the informativeness of the alerts and perceived control decreases consumer’s irritation.

Palabras llave : M31; M31; L81; Mobile commerce; Utilitarian value; Informativeness; Irritation; Perceived control.