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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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The present study seeks to identify the salient mobile shopping (m-shopping) service quality dimensions as perceived by mobile shoppers (m-shoppers) and examines the linkages between the derived m-shopping service quality dimensions, customer trust and customer loyalty.

The research instrument is developed based upon the mostly validated measures of prior studies. A pretest of the questionnaire is conducted to assess the content validity of the measurement scales. An online survey is used to collect the required data. We employ structural equation modeling (SEM) to analyze data collected from 286 m-shoppers.

We identify five key m-shopping service quality dimensions: responsiveness, personalization, ease of use, aesthetics and perceived risk based on an extensive review of relevant literature. The SEM results show that all the five m-shopping service quality dimensions significantly impact, directly and/or indirectly, customer loyalty. Moreover, the results show that trust plays a partial mediating role in the effects of responsiveness and personalization on loyalty; a full mediating role in the effects of aesthetics and perceived risk on loyalty and no mediating role in the effect of ease of use on loyalty.

Mobile retailers (m-retailers) can use the quality measurement tool developed in this study to detect service quality weaknesses and strengths. Based on their quality assessment, m-retailers can effectively allocate corporate resources to the important service quality attributes uncovered by this study, thereby improving their overall service quality performance and in turn expanding their loyal customer base.

Prior studies have demonstrated that service quality and customer trust play a pivotal role in enhancing customer loyalty in both offline and online settings. Unfortunately, no research has empirically examined the relationships between service quality dimensions, trust and loyalty in the context of m-shopping. Therefore, a major contribution of this study is to address this research gap and add knowledge to the limited body of post-adoption m-shopping research.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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).

The COVID-19 pandemic has brought about significant changes to the lives of many people. One of which is the accelerated digitalization in the commerce sector. Hence, this study looks to determine the antecedents that affect users' mobile shopping actual use during a pandemic.

The research model was founded on the integration of the Protection Motivation Theory and Transactional Theory of Stress. This is in addition to further extending the integrated research model with other constructs to develop a multi-dimensional framework that accounted for the health, personal, technological and social dimensions. The data was collected from users of mobile shopping through an online survey which was then analyzed via Partial Least Squares–Structural Equation Modeling.

This study provides empirical support to establish the major role of COVID-19 pandemic in affecting the actual usage of mobile shopping. Furthermore, the determinants of actual usage of mobile shopping were found to be multi-dimensional. In particular, the Importance-Performance Map Analysis revealed that emphasis should be place on perceived vulnerability.

As other studies focused on users' intentions, this study looked into the factors that influence the actual usage of mobile shopping. Furthermore, this study emphasizes on the contextualization of time and situation in addition to a multi-dimensional approach toward the subject matter. Overall, this study offers practical insights to stakeholders to better tailor their mobile shopping services in times of a pandemic and advances the literature on actual usage of mobile shopping.

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.

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.

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.

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

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

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