Antecedents of M-Commerce User Experience from a Millennials Perspective in a South African Fashion Retail Context

Abstract

User experience has become of high priority to retailers due to the proliferation of shopping channels driven by technological innovation that are being embraced by a new generation of millennial consumers. They exceed 25 percent of the world’s population and are the largest growing online consumers. Furthermore, millennials have embraced mobile and wireless technologies as their channel of preference. The objective of this study is to determine whether current user experience antecedents identified in existing literature are applicable to millennials through m-commerce in the fashion retail sector. Furthermore, this study aims at identifying which category of user experience antecedents (i.e. utilitarian or hedonic) is most influential in this context. Research findings suggest that antecedents identified are relevant to the context of this study and that utilitarian antecedents have a greater influence on user satisfaction. This paper will assist e-retailers in providing an optimal user experience for millennials through m-commerce thereby improving online user satisfaction which positively influences customer retention and loyalty.