Avaliação da ludicidade na intenção de uso de M-Commerce de moda
DOI:
https://doi.org/10.5007/2175-8077.2023.e79359Palavras-chave:
m-commerce, intenção de uso, moda, ludicidade, UTAUTResumo
Este trabalho tem como escopo o estudo de fatores que impactam a intenção de uso de m-commerce de moda. Para isso desenvolvemos um modelo estrutural baseado na Teoria Unificada de Aceitação e Utilização de Tecnologia (UTAUT), com o acréscimo da variável exógena Ludicidade. Um Survey com 21 itens de escala likert foi aplicado a uma amostra de 300 pessoas, com o objetivo de medir a influência da Ludicidade sobre a intenção de uso de m-commerce de moda; além de confirmar a relevância das dimensões de Expectativa de Desempenho, Expectativa de Esforço e Influência Social nesse setor. Os resultados evidenciaram que o impacto da Ludicidade sobre a intenção de uso de m-commerce de moda é 10% maior que a Influência Social, e 14% maior que a Expectativa de Esforço. Acrescenta-se pesquisa em um tema pouco explorado, mas com grande potencial comercial, visto que o varejo on-line de moda é um dos setores que mais lucra no Brasil.
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