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

Document Type

Article

Source of Publication

International Journal of Web Based Communities

Publication Date

1-1-2020

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.

ISSN

1477-8394

Publisher

Inderscience Publishers

Volume

16

Issue

2

First Page

150

Last Page

179

Disciplines

Business

Keywords

M-commerce, M-commerce attitudes, M-commerce intentions, Mobile devices, Perceived risk, Perceived trust, TAM, Technology acceptance model

Scopus ID

85084650800

Indexed in Scopus

yes

Open Access

no

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