PurposeThe 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.Design/methodology/approachThe 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.FindingsData 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.Practical implicationsThis 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.Originality/valueDespite 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.

PurposeThe purpose of this paper is to analyse how consumer innovativeness can be used as a variable to positively influence internet banking adoption both directly and reducing consumer perceived risk.Design/methodology/approachThe impact of innovativeness and risk on internet banking adoption has been tested through structural equation modelling techniques. The sample consists of 511 Spanish internet banking services users accessed through an internet survey. Risk has been measured as a formative construct.FindingsResults reveals consumer innovativeness as a key construct to improve e‐banking adoption both directly and by its effective role in reducing consumer risk perception of using internet channel in the financial services context.Practical implicationsPractical guidelines are provided to bank managers on how to use consumer innovativeness level as a segmentation variable to increase the use of internet banking among actual customers who are non users or light users of the electronic channel.Originality/valueThere is a lack of studies which connect consumer innovativeness and perceived risk in the electronic commerce context and specially on e‐banking research. Formative configuration of risk is quite an innovative approach to measure this construct.

PurposeThe paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.Design/methodology/approachThe impact of online shopping information dependency, domain‐specific innovativeness and technology acceptance model (TAM) variables on future shopping intention has been tested through structural equation modelling techniques. The sample consisted of 465 Spanish consumers who had never purchased online.FindingsData analysis shows that consumer innovativeness and online shopping information dependency have a direct and positive influence on future online shopping intention and that the basic TAM hypotheses are fulfilled. Online shopping information dependency can be increased with interfaces that are easier to use, but only if perceived usefulness remains high. Consumer innovativeness positively influences internet exposure and the ease‐of‐use perception of the shopping medium, referred to throughout this paper as “shopping channel”.Practical implicationsThis research enables companies to know which aspects of their communication strategies to highlight in order to get non‐purchasing web users to participate in e‐shopping. Perceived ease of use and online shopping information dependency has a significant influence on shoppers' willingness to purchase online. This shows that web content and design are key tools in the increase of future online purchasing. It is also recommended that managers target some of their advertising campaigns to the more innovative users.Originality/valueThere are still too few studies that analyse the effects of innovativeness and online shopping information dependency on non‐purchasing web users' behaviour. This work aims to combine the influence of online shopping information dependency, innovativeness and the traditional TAM in order to construct an improved model for internet shopping acceptance. It will use an integrated model to do so.

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Purpose -The purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance. Design/methodology/approach -A proposed model of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested using structural equation modelling. Findings -Findings show that entertainment, irritation and usefulness are key drivers of teenagers' attitude toward mobile advertising. Moreover, perceived usefulness reduces irritation. The authors' model also suggests that improving teenagers' attitude toward mobile advertisements is a key factor for teenagers' mobile advertising acceptance. Practical implications -This research offers practical implications for marketing managers interested in targeting mobile advertising campaigns to teenagers. Marketers should take care of the number and frequency of messages being sent in order to avoid teenagers being irritated by their advertising attempts. Marketers can improve attitude through message personalization, content relevance and enriching the sales messages with entertainment features. Originality/value -While consumer-driven factors such as perceived control or trust have deserved a lot of attention, little research has focused on the role of emotions on attitude and behaviour towards mobile advertising. This paper combines the influence of cognitive and affective message-driven factors on teenagers' attitude and behaviour towards mobile advertising.