Acceptance factors of Zara's shopping app among fashion consumers during COVID-19

Abstract

Online sales in the textile sector are undergoing a comprehensive renewal process as aresult of COVID-19. This article analyzes how the pandemic has influenced the ZARAbrand in its sales channel through its mobile application (app). This analysis has beencarried out through the development of a UTAUT 2 model into which the constructs ofCorporate Social Responsibility (CSR) and Design have been incorporated. Based on asample of 736 Spanish people, an anonymous online questionnaire was distributed,and the responses were modeled using structural equations with Smart-PLS. From theresults obtained and their interpretation, it is evident how, when purchasing textileproducts through the app, consumers are indifferent to the CSR of the brand, whiledesign, ease of condition, and habit are shown as the elements that exert the greatestinfluence on the buyer. Despite being a growing trend within companies, the impor-tance of CSR actions is not yet a determining factor in the intention to use fashionapps. Perhaps in a situation of uncertainty, consumers seek refuge in a well-knownbrand, without assessing whether the company is aligned with the interests of its envi-ronment. In times of COVID-19, users have changed their shopping habits, directlyinfluencing online shopping. But what are the acceptance factors of these apps duringthis COVID-19 era? For this study, we have analyzed the ZARA fashion app through asample of users in Spain, where the app has a higher number of active users