Developing a Theoretical Model to Examine Consumer Acceptance Behavior of Mobile Shopping

Abstract

Mobile activity is increasing in popularity with Smartphones and Tablets being used for a variety of daily online activities. However, the number of mobile users utilizing mobile devices for the purpose of shopping is relatively low and there has been limited theoretical research examining the acceptance behavior of consumers in the UK. This research aims to develop a theoretically grounded adoption model to examine UK consumers' mobile shopping acceptance behavior. Through consideration into findings from existing research, a theoretically grounded model is developed by extending UTAUT2 with perceived risk, trust, mobile affinity and innovativeness. This theoretical model can subsequently be empirically tested with data gathered from the UK.

Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study

“…As only two fundamental predictors of behavioural intention are utilised in this research, insight into e-commerce, m-commerce and m-shopping literature reveals several avenues for further research in extending this model to incorporate other behavioural predictors, such as those explored in the Technology Acceptance Model (TAM; Chung et al, 2010;Davis, 1989;Hubert et al, 2017), the Unified Theory of Acceptance and Use of Technology (UTAUT; Lian and Yen, 2014;Venkatesh et al, 2003), and the extended UTAUT model (UTAUT2; Marriott and Williams, 2016;Venkatesh, Thong & Xu, 2012).…”

What do we know about consumer m-shopping behaviour?

“…The current models that have been utilised in m-shopping research are the Theory of Reasoned Action (Fishbein and Ajzen, 1975), Theory of Planned Behaviour (Ajzen, 1991), the Technology Acceptance Model (TAM) (Davis et al, 1989), Diffusion of Innovation (DOI) theory (Rogers, 2003), and the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al, 2003). Of these models, the TAM is the most frequently adopted theoretical model with over 44 per cent of studies utilising it (Marriott and Williams, 2016), with UTAUT being the least frequently adopted model. However, those adopting the TAM have drawn attention to its limitations as having reached saturation point; as TAM has been frequently extended to varying degrees, the literature makes recommendations to either integrate the TAM factors into other theoretical models or to adopt different models to better enhance understanding in this area (e.g.…”

A Systematic Review of Citations of UTAUT2 Article and Its Usage Trends

“…The remaining studies proposed conceptual model to understand individual users of technology along three major contexts such as employees in organizations, consumers of various technologies and societal context -citizens using E-government services. Research on organizational technology users comprises of three studies: Alazzam et al [34] [38] ECT; MMT; SQM [39] ECT; MMT; SQM [40] TTF [41] Mobile affinity (e.g. Mathews et al [42]); DOI; Risk (e.g.…”

“…Eight studies developed conceptual framework by utilizing UTAUT2 alongside external theories to understand consumers use intention of various technologies. These studies include consumer acceptance of smart mobile devices [37], customer repurchase behaviour in mobile service business [38], customer retention framework in mobile telecommunication services [39], consumers behavioural intention of using autonomous vehicle (AV) [44], individual use of social network sites [46], consumer acceptance behavior of mobile shopping [41] and mobile technology acceptance for library information services [40,45]. Whereas, Nwanekezie et al [53] study on public sector online communication channel adoption, Hassan et al [48] study on citizens' acceptance and use of health information application embedded in Smart National Identity Card (SNIC) and Kasaj [50] study on user's adoption of mandatory Egovernment explored individual use of technology from citizen's perspective.…”