Merchandising/Marketing/Retailing: Branding

Are Millennials Willing to Use Social Commerce in Apparel Shopping?

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Abstract

The purpose of this study was to examine factors affecting millennials' attitude and intentions to use social commerce in apparel shopping. By adopting the technology acceptance model (Davis, Bagozzi, & Warshaw, 1992), we hypothesized that 1) perceived ease of use will positively influence perceived usefulness and enjoyment, 2) perceived ease of use, usefulness, and enjoyment will positively influence attitude toward social commerce, and 3) attitude will lead to intentions to use social commerce in apparel shopping. A total of 531 college students completed an online survey in the U.S. The results of structural equation model confirmed that perceived ease of use, usefulness, and enjoyment had a positive impact on millennials' attitude and intentions to use social commerce in apparel shopping. These findings suggest that utilitarian benefits from an efficient, time-saving experience may engender positive feelings, which are crucial to increase millennial shoppers' apparel purchasing on social media.

How to Cite:

Bounkhong, T., Cho, E. & Smith, K. R., (2017) “Are Millennials Willing to Use Social Commerce in Apparel Shopping?”, International Textile and Apparel Association Annual Conference Proceedings 74(1).