Mobile shopping is gaining increased attention in the mobile commerce research area.

Trends show an increase in the development and usage of online shopping. Existing

research has focused on mobile commerce and studied mobile shopping in general. This

study addresses the present gap in the literature regarding the acceptance of mobile

shopping applications for fashion goods (m-shopping fashion apps), by investigating the

factors that affect users’ behavioral intention to use m-shopping fashion apps in Sweden.

The purpose of this study is to identify the factors that affect the behavioral intention to

use m-shopping fashion apps from a consumer perspective, where the consumers are the

users of m-shopping fashion apps. The research model was proposed thought a literature

review and incorporated the trust factor into the Consumer Acceptance and Use of

Information Technology model (UTAUT 2) of Venkatesh, Thong and Xu (2012), as one

of the in total eight proposed predictors of users’ behavioral intention to use mobile

shopping fashion apps. A questionnaire was conducted to collect primary data and the

study sample consisted of 110 respondents. Multiple linear regressions was applied to

test the proposed hypotheses. The results reveal that Performance Expectancy, Habit,

Facilitating Conditions and Hedonic Motivation affect the users’ behavioral intention to

use m-shopping fashion apps. On a different note, Effort Expectancy, Social Influence,

Price Value and Trust do not significantly affect the behavioral intention to use m-

shopping fashion apps. These findings provide several managerial implications, namely

 the ways in which behavioral intention to use m-shopping fashion apps is needed to be

taken into consideration in order to increase mobile shopping fashion apps’ usage.

Moreover, this study’s research model can be used for future studies on mobile shopping

fashion applications and mobile shopping.