Key success factors creating engagement among customers and fashion mobile application

Nowadays, technology is influencing and enhancing the daily life and smartphones are now playing an important role to connect among users or used as a medium communicating from retailers to customers. In particular, smartphone is the only effective medium that can reach customers whenever or wherever they are. The purpose of this research was to explore consumer’s shopping habits, and behavior of fashion mobile application usage in order to discover the key factors that effectively creates engagement between users and fashion mobile application. To achieve the objectives, both exploratory and descriptive researches were conducted including secondary research, in-depth interview with seven interviewees and questionnaire with 161 respondents. From the research, 161 respondents are divided into four segments which are statistically significance including 1) Urbanized Users: sociable and convenient-oriented people, 2) Unexpected Users: don’t care any factors comparing to other segments, 3) Value for Money Searchers: incentive-oriented and a certain level of personalization, and 4) Personalization Searcher: information seeker for better quality of life. The research found that Value for Money Searchers has the highest level of engagement including satisfaction level, intention to download, intention to spend longer time or more frequent, and intention to use it regularly while Urbanized Users have more tendency to recommend application to others.The key findings of this study can be used to develop the marketing strategies as well as develop new application features that the target customers really perceived as importance for new fashion mobile application.