Understanding usage intention in innovative mobile app service: Comparison between millennial and mature consumers

This study sought to analyze the impact of consumer technological and fashion innovativeness on usage intention to use a fashion image search app. Based on the Technology Acceptance Model (TAM), which was proven quite robust, the study introduced an additional variable of playfulness to verify the relationship between variables related to technological innovativeness and fashion innovativeness. Consumers with a high degree of technological innovativeness tended to find the fashion app easy to use, derived enjoyment from using it, and adopted it if the app is useful. However, those with a high degree of fashion innovativeness adopted the fashion service simply because it was fun to use rather than beneficial or useful. In addition, this study analyzed the differences in acceptance with respect to cohort group, particularly regarding “millennial” consumers compared to their mature counterparts. The results of this research improved understanding of the generational differences in accepting innovative marketing technology.