TAM KA WAI BA (Hons) Scheme in Fashion and Textiles (Fashion Retailing Specialism)
INSTITUTE OF TEXTILES & CLOTHING THE HONG KONG POLYTECHNIC UNIVERSITY 2012
THE STUDY OF CONSUMER ATTITUDES TOWARDS SMARTPHONE APPLICATIONS COMMERCE IN HONG KONG FASHION RETAIL INDUSTRY
A Thesis Submitted in Partial Fulfilment of the Requirements for the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Fashion Retailing Specialism) under the Supervision of Dr. Christina W. Y. Wong by Tam Ka Wai Institute of Textiles & Clothing The Hong Kong Polytechnic University March 2012
I would like to express my sincere gratitude to Dr. Christina W.Y Wong, for her constant guidance, invaluable advice and continuous support throughout my preparation of project. Her encouragement and guidance provided for improvement has been highly appreciated.
Besides, I would also like to take this opportunity to show my appreciation to all of the people who had gave their helping hands to my research project. Special thanks to all respondents for their invaluable time and information to complete the questionnaire. Last but not least, I would like to thank my family, friends, classmates and colleagues for their assistance, support and encouragement throughout this research.
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Smartphone and its applications penetration have grown in Hong Kong rapidly these years, and it is expected to be the next wave of electronic commerce. More fashion brands, such as Zara, and Gucci have developed mobile applications (Apps) for sales and marketing purposes, and it is important to know users’ consumption behavior so that adjustments can be made by retailers to provide better services in Apps. This study aims at investigate the influence of consumers’ perception on their actual usage behaviors in electronic transaction, in specific of Apps-commerce. Consumers’ attitude towards Apps-commerce is analyzed through quantitative research, and 209 questionnaires are analyzed by SPSS system. Results showed that most of the Smartphone users perceived Apps-commerce as highly useful and enjoyable, but the risk encountered might be a critical factor that discourages consumers from Appsshopping. The relative importance of Smartphone Apps’ utilitarian attribute which encourage adoption and retention intention could be concluded in the study. Based on the findings, suggestions and recommendations to the Apps features design and sales campaigns were proposed for fashion retailers and future researches.