Fast fashion mobile applications: exploring the role of emotions on behavioural intention

Using the foundations of the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and Stimulus – Organism – Response (SOR) model this exploratory study investigates the factors influencing emotions and behavioural intention to use fast fashion mobile applications. <br/>A survey with a total of 216 respondents, analysed using PLS-SEM, confirms the direct and positive influence of effort expectancy, privacy awareness and social influence on consumer emotions; as well as the significant impact of emotions on behavioural intention. This amalgamation of factors suggests a complex interplay influencing consumer behaviour within the fast fashion mobile app landscape as factors like performance expectancy and hedonic motivation did not have a significant effect on emotion in the context of fast fashion mobile applications among UK consumers aged 18-35. <br/>This research makes a valuable contribution to our theoretical understanding of the factors that influence consumers emotions and intention to use mobile shopping fast fashion apps.