Evaluación de juego en la intención de utilizar moda M-Commerce
DOI:
https://doi.org/10.5007/2175-8077.2023.e79359Palabras clave:
comercio móvil, uso previsto, moda, alegría, UTAUTResumen
Nuestro objetivo es estudiar los factores que inciden en la intención de uso del m-commerce de moda. Desarrollamos un modelo estructural basado en la Teoría Unificada de Aceptación y Uso de la Tecnología (UTAUT), con la adición de la variable exógena Ludicidad. Se aplicó una Encuesta con 21 ítems en escala Likert a una muestra de 300 personas para medir la influencia de la Ludicidad en la intención de uso del m-commerce de moda; además de constatar la relevancia de las dimensiones de Expectativa de Desempeño, Expectativa de Esfuerzo e Influencia Social en este sector. Los resultados mostraron que el impacto de la ludicidad en la intención de usar el m-commerce de moda es un 10% mayor que la Influencia Social y un 14% mayor que la Expectativa de Esfuerzo. Presentamos n tema poco explorado, pero con gran potencial comercial, ya que el comercio minorista de moda en línea es uno de los sectores más rentables de Brasil.
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