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The purpose of this paper is to understand antecedents of app-based shopping in an Indian context. The paper has used unified theory of acceptance and use of technology (UTAUT) 2 model for examining the impact of various constructs on behavioral intention and usage behavior of smart phone users toward the mobile shopping apps.

The constructs were tested and validated by means of a structured questionnaire which was administered on a sample of 350 mobile app shoppers in Delhi. AMOS 20 was used to analyze the collected data.

The study revealed that hedonic and habit are the strongest predictors of users’ behavioral intention to use mobile apps for shopping. Respondents are also influenced by the deals that are being offered by the marketers. The research also suggests that facilitating conditions help in usage of mobile apps for shopping.

Managerial implications simplifying the interface which would encourage the less technologically advanced individuals to use mobile apps. Hedonic element of shopping through mobile apps should also be enhanced.

This study contributes to the research on intentions and usage behavior of consumer technologies by adopting UTAUT 2 model to explain the intentions and usage behavior toward mobile apps for shopping. The paper also measured the role of deals in influencing the consumers.

Acceptance and use of mobile shopping as the preferred shopping medium is becoming the new normal today. The proliferation of mobile shopping practices follows unsteady growth patterns in different countries. Despite challenges of price, quality and privacy matters, young consumers still lead the race to engage in mobile shopping activity in developing countries. This research investigates the determinants that either support or hinder the mobile shopping intentions of aspirant young consumers in Pakistan.

The present research applies a consumer-centric approach to the technology adoption framework to unearth the behavioral patterns of these young consumers in Pakistan. Employing the structural equation modeling technique, this research examines the significant effect of structural assurance, perceived risk, trust and various unified theory of acceptance and use of technology (UTAUT) model constructs on behavioral intention to engage in mobile shopping.

This research examines the significant effect of structural assurance, perceived risk, trust and various UTAUT model constructs on behavioral intention to engage in mobile shopping. Results also demonstrate a significant moderating effect of structural assurance and prior shopping experience on the relationship between perceived risk, trust and mobile shopping intentions. Further, the mobile shopping patterns for the male and female segment indicate a significant difference for perceived risk, trust structural assurance and social influence. The research contributes to the growing body of knowledge which advocates the application of consumer-centric customized model approach to explore various factors that either facilitate or impede the adoption of mobile shopping in a developing economy.

The study validates the need to enforce structural assurance mechanism for facilitating mobile shopping in a developing country. It also offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

The study offers practical implications for online businesses and marketers striving to attract and retain more mobile customers.

This study offers fresh insights about driving elements and impediments of mobile shopping behavioral intentions. Structural assurance and prior shopping experience appear to influence the mobile shopping behavior through direct and indirect effect.