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China’s Marketing Macro Environment: Cultural Characteristics and Regional Heterogeneity Read chapter Read first chapter

2020 | OriginalPaper | Chapter

5. Mobile Commerce in the Fashion Sector in China

Author : Lala Hu

Published in: International Digital Marketing in China

Publisher: Springer International Publishing

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Abstract

This study aims at investigating drivers and effects of mobile commerce in the fashion sector in China. A model is developed and tested with a survey among 137 consumers, analyzing results using Structural equation modeling. Findings show that utilitarian factors influence the customer satisfaction in m-commerce in China, confirming previous studies. Moreover, enjoyment strongly mediates the effect of utilitarian factors on satisfaction as online shopping is highly experiential for Chinese customers. After the purchase, satisfaction increases e-WOM effects and is likely to accelerate Chinese mobile shoppers’ purchase decision. This study can be considered as a pre-test that provides theoretical contributions in the research area of m-commerce adoption to be verified in future research involving larger samples, not only from China, but also from other countries. Managerial implications for fashion firms operating in China are provided.

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previous chapter Luxury and Fashion Retailing in China: The Case of Florentia Village
next chapter The Mobile Customer Journey in China: Implications and Future Research Areas
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Metadata
Title
Mobile Commerce in the Fashion Sector in China
Author
Lala Hu
Copyright Year
2020
Book
International Digital Marketing in China

Print ISBN: 978-3-030-38159-2

Electronic ISBN: 978-3-030-38160-8

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-38160-8_5