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Article
Publication date: 29 October 2018

Ezlika M. Ghazali, Dilip S. Mutum, Jiu Hui Chong and Bang Nguyen

Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that…

Abstract

Purpose

Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region moves towards the digital era. It is important to understand factors that influence consumers’ intentions to adopt this new shopping channel, especially in developing countries such as Malaysia where it has the fastest growing mobile penetration rate in the world. The purpose of this paper is to integrate the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), and includes additional variables such as personal innovativeness (PI) and trust.

Design/methodology/approach

Empirical data from 453 consumers were tested against a proposed model using partial least squares structural equation modelling.

Findings

Findings suggest that most of the constructs in the model (i.e. trust, perceived ease of use, perceived usefulness, attitudes, PI and perceived behavioural control) influence a shopper’s intentions towards adopting mobile shopping. For example, consumers’ attitudes towards M-shopping adoption is higher if a system is not complex and easy to use; if consumers can easily pull out their mobile devices from their pockets to browse or shop by using just one finger, without a complicated process, they tend to use M-shopping channels. In addition, when mobile technology is user-friendly and free from mental effort, it creates positive perceptions that the system is useful, developing stronger intentions for consumers to adopt this alternative.

Originality/value

Since M-shopping is a personalised activity that involves money transactions, consumers are more cautious with adoption intentions, and do not follow social norms blindly. Thus, the empirical evidence from Malaysian consumers contributes to literature with insights into their specific m-shopping behaviour in this emerging market. In addition, from a theoretical perspective, the research model in this study integrates both TAM and TPB to provide a holistic view of consumers’ M-shopping adoption intentions in an emerging market, incorporating user-centric factors (i.e. trust and PI). An important finding which differs from other studies is that the relationship between subjective norms and behavioural intention to use M-shopping was not significant, which is contrary to the findings of previous studies. Moreover, attitude was found to mediate the effect of PEOU and PU on consumer’s intention towards mobile shopping adoption. The validated instrument would serve as a useful guideline for researchers during development and refinement of studies on M-shopping.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 9 March 2015

Michael Groß

The purpose of this paper is to classify and organize the accumulated knowledge about mobile shopping (m-shopping) as revealed in the present literature regarding retail…

Abstract

Purpose

The purpose of this paper is to classify and organize the accumulated knowledge about mobile shopping (m-shopping) as revealed in the present literature regarding retail. A classification framework has been applied, consisting of three categories: online distribution channels, advanced technology for in-store shopping, and technology perspectives.

Design/methodology/approach

A term-based search method was applied in which the literature was restricted to peer-reviewed articles in English-language journals of a certain date and specific online databases. Finally, 81 peer-reviewed articles, published between 2000 and 2012 around the world, were taken into account.

Findings

Considering the retail environment, the interest in m-shopping for both advanced technology for in-store shopping and for the online distribution channel has increased continuously over the last decade. Moreover, while studies have mostly explored the consumers’ acceptance and reactions to m-shopping themes, the technology perspective is still being researched.

Research limitations/implications

Due to the selected term-based search method, the number of identified publications is limited. Additionally, the selected framework requires a corresponding assignment to an explicitly stated topic, which was not always possible.

Originality/value

As far as the author knows, this paper provides the first systematic review of m-shopping literature, which not only helps to organize retail-based literature, but also investigates significant gaps on this topic, thus facilitating future research.

Details

International Journal of Retail & Distribution Management, vol. 43 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 12 September 2016

Sonia San-Martín, Jana Prodanova and Blanca López Catalán

This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make…

Abstract

Purpose

This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM.

Design/methodology/approach

This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research.

Findings

Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts.

Originality/value

This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.

Details

Journal of Services Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 12 June 2017

Hannah R. Marriott, Michael D. Williams and Yogesh K. Dwivedi

The purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention…

Abstract

Purpose

The purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention to m-shopping acceptance factors and limitations in current understandings to propose recommendations for further academic and retailing attention.

Design/methodology/approach

Keyword searches identified the consumer-focused literature across mobile commerce, m-shopping, mobile browsing and mobile purchasing, published in English language journals. A classification framework is created and a time frame is established to provide a more focused direction for research.

Findings

Despite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilisation remains low and research into its causes remains in its infancy. This paper has subsequently identified a variety of recommendations for further research, including further insights into perceived risk, user vs non-user behaviours, the multi-stage shopping process, incorporation of time considerations and theoretical development.

Originality/value

There has yet been a review of the m-shopping literature collaborating literary findings and limitations in the consumer m-shopping environment. Three major themes arise in this paper. First, there are a variety of factors affecting consumer willingness to accept m-shopping which are often incorporated in existing theory in a sporadic manner. Second, factors can create positive and/or negative consumer perceptions, requiring further insight. Finally, research limitations predominantly surround theoretical and methodological constraints, prompting for wider geographical and more longitudinal approaches to research.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 7 March 2019

Ha Eun Park, Sheau Fen Crystal Yap and Marian Makkar

The purpose of this paper is to uncover the motivational tensions underlying mobile shopping (m-shopping) behaviours. The authors focus on consumer motivations and the…

Abstract

Purpose

The purpose of this paper is to uncover the motivational tensions underlying mobile shopping (m-shopping) behaviours. The authors focus on consumer motivations and the pursuit of life end goals with respect to m-shopping.

Design/methodology/approach

Based on the means-end chain theory, hard-laddering approach was used to elicit associations between attributes, consequences and values from 251 online participants. Content analysis was used to develop a hierarchical value map “mapping” these associations to uncover underlying values for m-shopping.

Findings

Mobile shoppers are motivated by their self-actualisation needs (self-focused) and/or social needs (other-focused). Participants’ response contradictions reflected internal complexities and ambivalences during their purchasing decisions. Decisions are based on their concerns around security, time, technological or financial.

Practical implications

This study provides managerial insights into retail marketing and strategies. Marketers should consider creating user-friendly applications by researching the customer journey experience, heightening security measures and ensuring that added-value offers are clearly communicated to meet consumers’ personal values and motivations.

Originality/value

The paper presents an original conceptual contribution of personal values related to m-shopping as desires for self-empowerment, altruism and relationships with others, self-fulfilment and hedonism and possible consumer internal conflicts.

Details

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 26 June 2009

Joaquín Aldás‐Manzano, Carla Ruiz‐Mafé and Silvia Sanz‐Blas

The purpose of this paper is to evaluate how personality variables related to technology (innovativeness, compatibility and affinity) can modify the influence of classical…

Abstract

Purpose

The purpose of this paper is to evaluate how personality variables related to technology (innovativeness, compatibility and affinity) can modify the influence of classical technology acceptance model (TAM) variables on behavioural adoption intention of mobile shopping.

Design/methodology/approach

The impact of innovativeness, compatibility, affinity, TAM beliefs (ease of use and usefulness) and attitude on mobile shopping adoption is tested through structural equation modelling techniques. The sample consisted of 470 Spanish mobile telephone users selected on the basis of convenience.

Findings

Data analysis shows that the effect of perceived usefulness and, in a minor degree, perceived ease of use are over dimensioned if personality variables are omitted making intention formation to be perceived as more rational than it really is. Personality variables (affinity to mobile telephones, compatibility and innovativeness) have a direct and positive influence on the intention to engage in M‐shopping.

Practical implications

This research enables mobile shopping agents to know what aspects to highlight in their communication strategies to increase the M‐services adoption rate. The complementary use of the mobile and the internet is recommended since the similarities between both methods may favour the acceptance of distance shopping systems. Mobile services should not be simply designed as easy to use, but also as an enjoyable experience.

Originality/value

Despite the importance of personality factors on mobile shopping adoption, they were explicitly ignored when the unified theory of acceptance and use of technology was formulated. This research does not try to propose an extension of the TAM model, but analyses the degree in which the explicit rejection of personality variables could impoverish its performance.

Details

Industrial Management & Data Systems, vol. 109 no. 6
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 14 August 2009

Hsi‐Peng Lu and Philip Yu‐Jen Su

The purpose of this paper is to explore a conceptual model for analyzing customers' perceptions of using mobile commerce services for online shopping. This paper provides…

Abstract

Purpose

The purpose of this paper is to explore a conceptual model for analyzing customers' perceptions of using mobile commerce services for online shopping. This paper provides insights into consumer behavior, and the results have important implications for designers, managers, marketers, and system providers of mobile shopping (m‐shopping) web sites.

Design/methodology/approach

An empirical investigation was carried out to test the hypotheses. The samples include 369 professional participants. For testing the relationships of the model, structural equation modeling (SEM) is used.

Findings

The results demonstrate that anxiety, which is an affective barrier against using innovative systems, is a key negative predictor of a customer's intentions to use mobile phones. Also, the consumer's self‐perception of mobile skillfulness significantly affects anxiety, enjoyment, and usefulness. Furthermore, enjoyment, usefulness, and compatibility have an impact on a customer's behavioral intentions.

Practical implications

The findings of this study help to understand what hinders or encourages the m‐shopping intention of online customers.

Originality/value

The results not only help develop a sophisticated understanding of mobile commerce theories for researchers, but they also offer useful knowledge to those involved in promoting m‐shopping to potential purchasers. The value of the paper is that the results could be applied to other portable information technology service adoptions, such as personal digital assistants (PDA), smart phones, advanced mobile phones, and portable global positioning systems (GPS).

Details

Internet Research, vol. 19 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 13 July 2017

Sabita Mahapatra

Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors…

Abstract

Purpose

Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone.

Design/methodology/approach

This study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents.

Findings

The data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience.

Research limitations/implications

This study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results.

Practical implications

This study provides insights to retailers and brand managers for crafting their mobile marketing strategies.

Originality/value

This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 24 February 2020

Syed Far Abid Hossain, Mohammad Nurunnabi, Khalid Hussain and Xu Shan

This paper aims to explore the ubiquitous role of the smartphone in expanding entrepreneurial opportunity among women in emerging Asia. This study attempted to explore the…

Abstract

Purpose

This paper aims to explore the ubiquitous role of the smartphone in expanding entrepreneurial opportunity among women in emerging Asia. This study attempted to explore the hidden issues behind increased innovative entrepreneurial tendency.

Design/methodology/approach

This study used a mixed research methodology. First, prior research based on different aspects of entrepreneurial tendency was reviewed in a systematic way. Second, a person-administered survey was conducted based on 265 women who are involved in entrepreneurial activities in different regions in Asia. Structural equation modeling (Amos) is used to analyze the person-administered survey.

Findings

Results show a significant relationship among the independent and dependent variables of the study which indicates a significant entrepreneurship opportunity for women in emerging Asia.

Research limitations/implications

This study was conducted with a limited number of entrepreneurs from a few Asian countries which may affect the generalizability of the result.

Originality/value

This study fulfills the gap in the current literature by analyzing innovativeness in entrepreneurship with the usage of smartphones and increased tendency among women to conduct business.

Details

International Journal of Gender and Entrepreneurship, vol. 12 no. 2
Type: Research Article
ISSN: 1756-6266

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Article
Publication date: 6 February 2017

Dawei Shang and Weiwei Wu

The purpose of this paper is to investigate and examine the factors contributing to consumers’ mobile shopping continuance intention (CI) of food and non-food items via…

Abstract

Purpose

The purpose of this paper is to investigate and examine the factors contributing to consumers’ mobile shopping continuance intention (CI) of food and non-food items via smartphones and other mobile terminals.

Design/methodology/approach

An integrated model was proposed on the basis of the technology acceptance model (TAM) and expectation confirmation model (ECM), focussing on perceived value (PV). The survey responses of 203 Chinese mobile shoppers (m-shoppers) were analysed using structural equation modelling with the partial least squares approach.

Findings

The results indicated that perceived usefulness does not motivate all user groups. Furthermore, satisfaction and perceived ease of use significantly impacted different user groups. For online food m-shoppers, value for money (VM) was the most important factor influencing satisfaction and CI. However, perceived usefulness only affected CI for non-food m-shoppers.

Practical implications

Marketers can improve users’ CI by enhancing VM and maximising effectiveness and enjoyment while minimising prices. Moreover, in determining strategies for different users, marketers should identify the behavioural differences among all groups and those between the two classified groups.

Originality/value

This is one of the studies attempting to explain Chinese mobile shopping consumers’ CI, but especially through an integrated model based on TAM and ECM with PV on food and non-food m-commerce perspective. It offers several implications for researchers and practitioners and contributes to the literature of technology acceptance and post-adoption behaviour in m-commerce.

Details

Industrial Management & Data Systems, vol. 117 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

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