UTAUT2 and its Impact on Online Consumer Behavior: An Empirical Study in the Context of Fashion Apparel

Abstract

The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework has developed into a thorough model for understanding consumer behavior in the digital age. This study explores the impact of UTAUT2 elements—performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit—on online consumer behavior in the fashion apparel sector. As the global fashion e-commerce market is projected to surpass $1 trillion by 2025, understanding these dynamics is crucial for retailers aiming to improve user engagement and conversion rates.

Employing an empirical approach, data was gathered from 500 participants across urban and semi- urban areas in India, concentrating on their online shopping experiences. Structural Equation Modeling (SEM) was employed to analyze the connections between UTAUT2 components and consumer behavior. Findings reveal that hedonic motivation (β = 0.42) and price value (β = 0.36) significantly affect purchase intentions, while habit (β = 0.31) promotes repeat purchases. Social influence, particularly among younger consumers, was also identified as a crucial factor in shaping preferences.

The study offers actionable insights for fashion retailers, such as integrating gamified features to boost engagement and providing personalized discounts to enhance price-value perceptions. Furthermore, investing in user-friendly mobile applications can address effort expectancy and improve overall user experiences.

This research enriches the literature by situating UTAUT2 within the rapidly expanding online fashion market and offers practical strategies for businesses to align with consumer expectations.