The purpose of this paper is to determine the key factors influencing mobile shopping adoption intention and actual usage in the backdrop of the moderating effect of gender and…
Abstract
Purpose
The purpose of this paper is to determine the key factors influencing mobile shopping adoption intention and actual usage in the backdrop of the moderating effect of gender and age.
Design/methodology/approach
The study identifies eight independent variables including two relatively new variables, i.e. perceived regulatory support (PRS) and perceived benefits, and proposes an integrated framework to understand mobile shopping behavior. A total of 304 mobile device users were surveyed using a comprehensive questionnaire. The collected data were utilized to analyze the hypothesized relationships through structural equation modeling.
Findings
The results indicated that all the factors considered in the framework were significant in predicting mobile shopping behavioral intention (BI) except for PRS. Demographic variables such as age and gender moderate the effect of factors such as perceived critical mass, personal innovativeness and hedonic motivation on mobile shopping BI.
Research limitations/implications
The small sample sizes and a possibility to include new variables other than consumer-centric factors are some of the limitations of this study.
Practical implications
The findings of this paper are of significant use for mobile shopping app developers, mobile payment gateway providers and other institutions involved in facilitation and provision of such mobile shopping services to develop suitable strategies to encourage adoption of mobile devices as a medium of online shopping.
Originality/value
The study is first of its kind in India and integrates variables from different areas of technology adoption along with two new variables, i.e PRS and perceived benefits to understand mobile shopping behavior.
Details
Keywords
This paper aims to understand the factors that affect consumers’ adoption of mobile wallet as an alternative method of making payments to purchase goods and services.
Abstract
Purpose
This paper aims to understand the factors that affect consumers’ adoption of mobile wallet as an alternative method of making payments to purchase goods and services.
Design/methodology/approach
A survey of over 210 mobile phone consumers was made. The study added two additional constructs – perceived regulatory support (PRS) and promotional benefits (PBs) – and proposed an integrated approach to understanding mobile wallet adoption. The hypothesized relationships were analysed via structural equation modelling.
Findings
The results indicated performance expectancy, social influence, facilitating conditions, perceived risk, perceived value, PRS, as well as PBs, to be significant factors in predicting behavioural intentions to adopt mobile wallet solutions. The impact of effort expectancy was found to be statistically insignificant.
Research limitations/implications
The small sample size and the possibility of including new variables such as personal innovativeness, which have not been addressed here, are some of the limitations of this study.
Practical implications
The findings of this paper would be useful for mobile wallet service providers, mobile app writers and institutions involved in the facilitation and regulation of such services to develop suitable strategic frameworks to encourage the adoption of mobile wallets.
Originality/value
The study is the first of its kind in India and has added a new dimension in the assessment of technology adoption by proposing two new variables.