The Impact of Mobile TradeManager on Fashion Product Sales: From Usability Perspective

The competition in fashion and textiles (FTs) industry is strong. Enterprises have to compete at all levels and need to adapt to the mobile commerce (MC) context. Mobile TradeManager (MTM) is a typical MC application and good use of it will facilitate the sales of FTs products. Plenty of prior studies on MC were developed to discuss the subjective beliefs. Motivated by the research that appeals for more attention to IT artifact itself, this paper integrates the system usability of MC into the behavioral model. To this end, the purpose of this study is twofold: (a) to identify the impact of MTM usability on consumers’ online shopping behavior of FTs production, and (b) to explore and understand how usability of MTM could be improved. Data analysis, based on a survey of 837 MTM users, reveals that perceived entertainment, MTM system usability, subjective norm, and consumer’s self-efficacy significantly affect individual’s intention to use MTM. Meanwhile, it is revealed that MTM usability is a joint function of mobile device’s system performance, WAP website’s design, and the characteristics of wireless communication networks.

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