An empirical model of mobile shopping attitudes and intentions in an emerging market
Source of Publication
International Journal of Web Based Communities
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.
Akroush, Mamoun N.; Mahadin, Bushra; ElSamen, Amjad Abu; and Shoter, Amer, "An empirical model of mobile shopping attitudes and intentions in an emerging market" (2020). Scopus Indexed Articles. 434.