Title

An empirical model of mobile shopping attitudes and intentions in an emerging market

Source of Publication

International Journal of Web Based Communities

Abstract

Copyright © 2020 Inderscience Enterprises Ltd. This paper aims to build an integrated model of factors affecting mobile shopping attitudes and intentions. A sample of 1,330 of active mobile subscribers was involved in a self-administered survey. Exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the proposed research model and hypotheses. The findings show that ease of use has a positive effect on usefulness and m-commerce attitudes. M-commerce attitudes have a positive effect on m-commerce intentions. Perceived risk has a negative effect on usefulness and m-commerce attitudes. Enjoyment and e-trust have a positive effect on m-commerce attitudes. Perceived trust has exerted the strongest effect on m-commerce attitudes providing evidence that contextual factors provide a better explanation of users' m-commerce attitudes than TAM.

Document Type

Article

First Page

150

Last Page

179

Publication Date

1-1-2020

DOI

10.1504/IJWBC.2020.107156

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