User Satisfaction and Continuous Usage Intention of Fashion Mobile Applications: Mediating Effect of Flow

Abstract

The use of mobile applications is increasing along with the increase in interest in non-face-to-face online shopping transactions because of COVID-19. As a result, mobile applications and many industries are fused, and the number of cases of using these mobile applications in the fashion industry has also increased. Accordingly, in this study, the satisfaction and continuous usage intention of fashion mobile applications using the extended technology acceptance model were examined, and the mediating effect of flow was confirmed together. To verify the hypothesis established in this study, the results of a survey of a total of 219 people with experience using fashion mobile applications were used. As a result of the analysis, it was found that perceived ease of use and perceived enjoyment among the extended technology acceptance models had a positive effect on flow. In addition, it was confirmed that flow has a positive effect on both satisfaction and continuous usage intention, and satisfaction has a positive effect on continuous usage intention. However, it was confirmed that perceived usefulness did not have a positive effect on flow. When examining the mediating effect of perceived ease of use and perceived enjoyment that influenced flow in the technology acceptance model, it was confirmed that both perceived ease of use and enjoyment affect satisfaction and continuous usage intention through flow. Through this study, we hope to contribute to the establishment of relevant corporate strategies for increasing users of fashion mobile applications by examining the relationship between extended technology acceptance factors, users' flow, satisfaction, and continuous usage intention using mobile technology.