Despite their generally increasing use, the adoption of mobile shopping applications often differs across purchase contexts. In order to advance our understanding of smartphonebased mobile shopping acceptance, this study integrates and extends existing approaches from technology acceptance literature by examining two previously underexplored aspects. Firstly, the study examines the impact of different mobile and personal benefits (instant connectivity, contextual value and hedonic motivation), customer characteristics (habit) and risk facets (financial, performance, and security risk) as antecedents of mobile shopping acceptance. Secondly, it is assumed that several acceptance drivers differ in relevance subject to the perception of three mobile shopping characteristics (location sensitivity, time criticality, and extent of control), while other drivers are assumed to matter independent of the context. Based on a dataset of 410 smartphone shoppers, empirical results demonstrate that several acceptance predictors are associated with ease of use and usefulness, which in turn affect intentional and behavioral outcomes. Furthermore, the extent to which risks and benefits impact ease of use and usefulness is influenced by the three contextual characteristics. From a managerial perspective, results show which factors to consider in the development of mobile shopping applications and in which different application contexts they matter.

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Purpose – Due to the rising number of product, service, and shopping possibilities available to consumers, food shopping has become increasingly more complex. As a result, consumers can become confused, and this state of confusion may influence their purchase behaviour (e.g. may cause them to not buy a product) and the personal needs they have in a shopping environment (e.g. certification to signal product quality, salesperson consultation for assistance in decision making, or governmental regulation). However, trust can reduce complexity, and may thereby moderate the influence of consumer confusion for negative outcomes. The purpose of this paper is to identify outcomes of consumer confusion and to investigate the moderating role of broader-scope trust on the negative outcomes of this confusion. Design/methodology/approach – A conceptual model was developed to study potential negative outcomes of consumer confusion. In order to assess consumer confusion and the degree of negative outcomes, a telephone survey method for the questionnaire was applied, querying 516 participants who regularly bought food products. Findings – The results clearly suggest that consumer confusion evokes various negative outcomes that are of relevance for food retailing. The intensity of the influence of consumer confusion on several of those negative outcomes could be decreased by broader-scope trust. Further, an interaction effect linked to gender was observed. Originality/value – To the best of the knowledge, this is the first international journal publication on the moderating role of trust on the outcomes of consumer confusion.

Purpose -The rising number of food safety scandals during recent years has led to increased uncertainty about food consumption choices. Additionally, new production process technologies, increased attention toward product ingredients, and obesity concerns have affected general levels of trust in food. Consequently, trust is an ever more decisive factor for success in food industry buyer-seller relationships and, hence, in the retail food market. Although considerable research has investigated trust in organizations, research in the food retailing industry needs further investigation. The aim of this paper is to identify variables related to consumer trust in food retailers. Only when consumer trust in food retailers is understood can retailers effectively apply corresponding strategies to secure long-term success. Design/methodology/approach -Based on an established model of trust in organizations, the authors developed a questionnaire to test drivers (ability, benevolence, integrity), outcomes (risk taking, loyalty) of specific trust in food retailers, as well as moderators (propensity to trust, perceived risk). Findings -Study results support the hypothesized model, showing that specific trust in a food retailer strongly predicts risk taking and, in turn, loyalty. The food retailer's ability and integrity were identified as relevant to specific trust, while the customer's propensity to trust was shown to moderate the relationship between benevolence and specific trust. The results further indicate that the perceived risk affects the relationship between specific trust and risk taking. Originality/value -This paper is the first to apply and test an established model of trust in the food-retailing market.

Purpose The purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food. Design/methodology/approach Data were collected from an online survey with a sample of 1,616 consumers in four European countries, namely, Germany, Italy, Austria and the UK. Findings The results show that subjective knowledge moderates the positive relationship between intentions to purchase and reported purchase behaviour of fair trade products, however, the moderating role of perceived information trustworthiness was not significant. Furthermore, both the intention to purchase and reported purchase behaviour are significantly lower for fair trade fashion products than for fair trade food products. Practical implications This paper shows how fair trade consumption behaviour is mainly influenced by subjective knowledge about fair trade products. It reveals existing differences in both the buying intentions and reported purchase behaviour in different European markets. Originality/value This research broadens the understanding of consumers’ fair trade consumption behaviour across two different product categories and four different countries, with a focus on the interaction effect of consumers’ subjective knowledge and information trustworthiness.