Using TPB to Understand Saudi Consumers’ Intention to Purchase via Fashion Shopping Applications: A Qualitative Study

Abstract

Consumers are progressively performing electronic purchases and accessing mobile services via their mobile devices. Due to its utility, several companies have taken this opportunity to reach their consumers and are making ongoing efforts to understand the factors that impact consumers' purchase intentions or adoption of m-apps. This study aims to understand the factors in the Theory of Planned Behaviour (TPB) that influence Saudi consumers’ intentions to purchase fashion products via fashion shopping applications (FSAs): attitude, subjective norms and perceived behavioural control. A qualitative research method was employed, in which semi-structured interviews with seven Saudi females were conducted. Then a thematic narrative analysis was performed, and fifteen themes were identified in the interviewees’ narratives. The study results indicated that Saudi consumers have positive attitudes towards m-commerce and FSAs, and the three determinants of intention (attitude, subjective norms and perceived behavioural control) have an influence on Saudi consumers’ intentions to purchase fashion products via FSAs.