Luxury fashion apps: Functional and hedonic customer experiences

This study explores the experience continuance intention of Millennial fashion enthusiasts to use luxury fashion mobile apps. We conducted a hybrid thematic, longitudinal qualitative study that included in-depth semi-structured interviews with 26 Millennials, including frequent buyers, bloggers, retailers, and researchers. The findings reveal that both hedonic and functional motivations are significant predictors of experience continuation intent. Participants were motivated by the visual appearance and innovative solutions provided by luxury fashion mobile apps, as well as the transparency, effort reduction, user interface fulfillment, and product content that were deemed functional. On the other hand, barriers to continued use included feature inefficiency and poor social connectivity for hedonic motivation; technical defects, purpose ambiguity, lack of artificial intelligence presence, and non-exclusivity for functional motivation. This study enhances the body of literature on customer experience in the luxury industry, and the findings can serve as a foundation for future research in the luxury industry and other contexts, with implications for both academia and practice.