Open AccessFashion on the Go: The Relationship between Consumers’ Adoption and Post-Adoption of M-Shopping Fashion App
Author(s) -
S. M. P. Khurana,
Ms. Dipti Jain
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.d4337.118419
Subject(s) - business , marketing , product (mathematics) , advertising , context (archaeology) , customer satisfaction , loyalty business model , customer experience , loyalty , consumer behaviour , service (business) , service quality , paleontology , geometry , mathematics , biology
The aim of this study to find the relationship between initial adoption and post adoption behavior in the light of post purchase customer experience of people using m-shopping fashion apps to purchase fashion products. The study identifies post purchase customer experience as a multidimensional concept and identifies Return and Replacement, Customer Assistance, Product Experience and Handover of a product as post purchase activities. These four constructs being loaded on a single factor, hence, explained the construct of post purchase customer experience. Data was collected from 512 respondents in Delhi-NCR aging 18-25 years. The collected data is analyzed using structural equation model. The results revealed that behavioral intention significantly influences actual purchase behavior and actual use behavior significantly influence post purchase customer experience.Also, post purchase customer experience plays a significant role in the post adoption of m-shopping fashion apps as selling to customer once is not the only objective. Post purchase customer experience may lead to initial customer satisfaction but may lead to loyalty if users come across with consistent seamless post purchase experience. This will be the first study to do research on the relationship between adoption and post adoption behavior in the context of m-shopping fashion applications.