Summary The present research work analyses the determinants of perceived utilitarian value in a mobile fashion product application. A model of relationships that analyses the impact of beliefs on technology, the characteristics of the message received through alerts and the marketing of alerts (irritation and perceived control) is proposed and contrasting empirically. The comparison of assumptions made on the basis of a sample of 340 real customers in Spain, who buy fashion products via mobile phones, shows that the utility value is determined by the perceived usefulness, the informative value of alerts and the use of licence marketing. User-friendliness increases perceived utility, personalisation increases the informative value, and perceived control reduces irritation.