Understanding the intention to use mobile shopping applications and its influence on price sensitivity

This study employs an extended technology acceptance model (TAM) and the theory of diffusion of innovations (DOI) to understand the intention to use mobile commerce applications for shopping purposes. The variables—perceived enjoyment, perceived risk and personal innovativeness—were added to the original model. The price sensitivity criterion was predicted using the variables—perceived risk, personal innovativeness, satisfaction and the intention to use. An online questionnaire was circulated nationwide through email to verified e-commerce users and a sample of 675 respondents was taken for analysis through structural equation modeling approach. Gender, experience and frequency of using mobile shopping applications were used as moderators for all relationships. Findings of this study reveal that personal innovativeness and perceived risk play a major role in deciding the intention to use mobile shopping applications. Users who are highly innovative and with a higher intention to use mobile shopping applications are less sensitive to price. Various managerial implications including applications to differential pricing, improving adoption pace and segmenting consumers to design marketing strategies are discussed.     

Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology

ABSTRACT

Although mobile payment (MP) represents a possibility for traditional brick-and-mortar US retailers to enhance the quality of customer service, mobile payment adoption in the US has lagged, with research regarding this phenomenon in the US seemingly in its embryonic stage. The current study contributes to the literature on mobile payment adoption in the US by investigating the factors on US millennial consumers’ use of mobile payment technology, operationalized in the study as tap-and-go payment systems. The study mirrors a study of the acceptance of mobile shopping technology among German consumers, with some extension. The study incorporated mobile payment risk perception, system trust, and socio-cultural influence into an extended technology acceptance model (TAM) to explore this issue. Results from a survey conducted among 357 US Millennials indicate that perceived ease of use of MP (PEOUMP); perceived usefulness (PUMP); and risk perception all influence attitude toward mobile payment (AttMP). System trust, socio-cultural influence, and AttMP all influence MP use intention. The paper discussed the limitations of the study and future research directions.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China

This study proposes a unique framework that aids to enrich online shopping experience (psychological and monetary gains) and accelerates fast food mobile commerce (m-commerce). The extended technology acceptance model (TAM) is applied while the stimulus–organism–response (S–O–R) paradigm served as the predominant framework combined with the acquisition-transaction utility theory. This study investigates the mobile website quality, website brand equity (stimulus) influence on (PEOU) and (PU) (organism) to predict Chinese consumer intention to use fast food mobile commerce (response). A total of 936 respondents were participated while data were collected using a convenience sampling technique in China. Results reveal that all dimensions of mobile WQ (i.e., service quality, system quality, and information quality) and Website BE (i.e., brand image, perceived quality, brand association, and brand loyalty) (stimulus) significantly substantially influence PEOU and PU (organism) toward the acceptance of online fast food shopping (response). Digital Coupon Proneness (an accelerator) substantially moderates the relationship between PEOU, PU, and intention to use fast food m-commerce. Based on the assumptions of acquisition-transaction utility theory, category-specific (fast food) digital coupon proneness increase m-commerce for online fast food buying– a novel contribution of the study. Furthermore, research provides unique managerial insights for the industry to utilize the maximum potential of m-commerce in the fast-food industry.     

Impediments to mobile shopping continued usage intention: A trust-risk-relationship

Smartphones are revolutionising our daily shopping routines in such a way that nowadays a mobile service solution exists for everything – or if not, then such a solution will soon be available. With the increasing popularity of smartphones, research into the acceptance of mobile shopping (m-shopping) by customers focuses more on drivers than on barriers. It is precisely for this reason that this study aims to shed light on m-shopping impediments in order to gain deeper consumer insight and to overcome the pro-innovation bias of existing studies. The empirical study results show that their overall risk perception hinders consumers from regularly engaging in m-shopping. In such cases, it is more transaction-processing and financial risks rather than privacy or security concerns that are significant aspects for experienced mobile shoppers.     

Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior

An extended Theory of Planned Behavior (TPB) model was examined within the context of mobile shopping with moderating effects of three consumer technology traits (i.e., technology self-efficacy, technology innovativeness, and level of experience of use). Among the beliefs of the extended TPB, perceived enjoyment was the strongest determinant creating a favorable attitude toward mobile shopping adoption. The results supported that consumers differ in levels of technology traits in mobile shopping adoption behavior. Implications are provided to assist in predicting potential mobile consumer adoption behavior and in designing favorable mobile shopping environments that can be compatible with the consumer characteristics.     

A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping

This research aims to study the origins of consumers' usefulness perceptions through the example of mobile online shopping adoption in Europe. The results of an empirical study, which is grounded in technology acceptance theory, reveal the pivotal role of consumers' beliefs about the quality of mobile online stores in the formation of usefulness perceptions prior to adoption. While this study identifies that consumers form their usefulness evaluations depending on the respective shopping tasks, the results of a moderation analysis yield usefulness predictors that differ in relevance across product categories and shopping touchpoints. This contextual perspective has implications for both adoption and (online) channel research. It also helps managers to identify starting points on how to promote (mobile) online shopping adoption.     

Cash,credit, or phone? An empirical study on the adoption of mobile payments in the United States

The purpose of this study is to investigate the effects of consumer factors on behavioral intention to adopt mobile payments. We focus on the proximity mobile payment, which is made feasible by the near-field communications (NFCs) technology. Building upon the theory of reasoned action and technology acceptance model (TAM), a behavioral intention model was established consisting of enhanced cognitive antecedents as well as affective and social antecedents. Cognitive antecedents encompass the factors including relative advantage, perceived usefulness and ease of use in the TAM, and technology characteristics (e.g., responsiveness and mobility); affective antecedents focus on positive and negative emotions associated with using NFC mobile payments. Both antecedents are expected to affect attitudes. In addition, social antecedents examine subjective norms and the influence of network externalities. Data were collected from 394 adult nonusers of NFC mobile payments in the United States via an online survey. The research model was tested using structural equation modeling. The results showed that all three antecedents significantly affected individual consumers’ intention to adopt NFC mobile payments, explaining a significant amount of variance. Both theoretical and marketing implications are discussed in the context of NFC mobile payments.     

Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention

This article deals with the novel technology of instant shopping. As this technology has yet to be considered in a scientific context, the article first defines the term instant shopping, distinguishing it from m-commerce and s-commerce. The article then gives an overview on acceptance studies in the context of e-commerce that have been conducted over the last five years. Building on this, the Technology Acceptance Model (TAM) is adapted and operationalized for the current context. One result of the study in this article, conducted among Instagram users on the topic of instant shopping, showed that perceived enjoyment has a particularly strong impact on the intention to use.     

Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification

This research investigated a modified-technology acceptance model (TAM) with two added antecedents (e.g., information search motivation and perceived risk) to examine whether online shopping channels would be adopted by college students, the main target market of university-licensed products (ULP). Moreover, this study tried to adopt the social identity theory to fit a modified TAM model to explain the role of identification with a university on the attitude toward shopping for collegiate products. This research surveyed college students from two large Midwestern universities and utilized structural equation modeling (SEM) to test the hypotheses in a conceptual framework. As expected from previous TAM research, two specific behavioral attributes explained students’ adoption of online channels. Moreover, the results showed that both information search motivation and perceived risk have significant positive effects on attitude toward shopping via online channels. Specifically, the students who have strong information search motivation from concerns about online shopping had a higher level of online channel purchase intention. In addition, the attitude toward ULP online shopping formed by the antecedents gave a different level of purchase intention about the multiple distribution channels. The results suggest that retailers in the ULP industry should build efficient multi-channel strategies by adopting online channels.     

Customer acceptance of RFID technology: Evidence from the German electronic retail sector

Radio frequency identification (RFID) represents a novel technology that promises to deliver various benefits for customers in retail settings. However, up until now RFID technology has seldom been tested and drivers of customer acceptance remain unclear. Against this background, the present multi-method study seeks to explore customer acceptance of RFID technology at a German electronic retail corporation with regard to the technology acceptance model (TAM). Our results add to the literature as follows. First, RFID technology has predominantly been analyzed in business-to-business settings, whereas we analyzed an electronic retailing company and explored the customers’ point of view. Second, the TAM could be confirmed on the basis of a stratified random sample of 206 costumers for the present retail setting. In particular, we show that ease of use and security concerns are relevant. Third, despite the overall appropriateness of the TAM, refinements to the model seem to be needed. Therefore, we identify the overall attitude of customers toward novel technologies and data security to be of particular importance. Implications are discussed and future research options are sketched out.     

Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?

Smartphones are changing the way consumers shop, even in brick-and-mortar settings. This study explores consumers’ adoption of proximity mobile payment technology (p-m-payment), which enables them to pay with their smartphones for purchases in a physical store. With a perceived value perspective, the authors identify utilitarian, hedonic, and social benefits and financial and privacy risks as key drivers. They also investigate differences compared with the drivers of more familiar mobile shopping usages and highlight the role of experience. The paper discusses implications for both mobile and channel research and recommendations to help retailers take advantage of p-m-payment technology.     

Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China

The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross‐market similarities and differences related to consumers' attitudes toward mobile marketing. © 2012 Wiley Periodicals, Inc.     

What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness

With the rapid diffusion of smart technologies, a new retail mode, the smart shop, has received increasing attention from both academia and practitioners in the 5G era. However, previous studies on smart shops have largely focused on the effects of smart technologies on technology adoption rather than customer shopping behaviors. To fill this gap, this study applies the hedonic information systems acceptance model (HISAM) to identify the utilitarian and hedonic motivations affecting consumer shopping intention. In addition, we characterize a second-order formative construct, technology readiness, as a technology-related personality to test its moderating role in the research model in the marketing context when consumer behaviors may differ due to individual characteristics. Using structural equation modeling (SEM), we applied SmartPLS 3.2.8 to analyze 298 valid samples. The results show that perceived ease of use significantly affects perceived usefulness and perceived enjoyment, in turn, these three factors directly influence shopping intention. Additionally, perceived ease of use will have a stronger impact on perceived usefulness and shopping intention when the customer has a high level of technology readiness. Finally, theoretical and practical suggestions and future research directions are also discussed.     

An integrated attitude model of self-service technologies: evidence from online stock trading systems brokers

This study develops an integrated causal path analysis, based on both category-based affect theory and the technology acceptance model (TAM), to identify the antecedents of consumers' attitudes toward self-service technologies. Using online stock trading systems as an example (N?=?267), this study employs structural equation modeling to confirm the research structure. The results reveal that consumers' attitudes toward self-service technologies depend on their attitude toward technologies and attitude toward self-services, in support of category-based affect theory. Further, computer self-efficacy and network information literacy positively influence attitude toward technologies, and both perceived ease of use and perceived usefulness positively influence attitude toward self-service technologies, which were proposed in the two theories, were also found. Therefore, this study suggests that integrated attitude model of the category-based affect and TAM can be applied to properly explain the attitude forming toward self-service technologies, and can be fruitful for future research on the diffusion of Internet-based technological systems.     

Why Do Consumers Go Internet Shopping Again? Understanding the Antecedents of Repurchase Intention

Consumer intention of reusing online websites for shopping is a major consequence for an electronic commerce company's profitability. Therefore, understanding the factors that influence online customers' repurchase intentions is of great importance to the EC companies. Drawing on specific dimensions of Social Cognitive Theory (SCT), Information Systems continuance model, Technology Acceptance Model (TAM), and empirical findings from prior studies as antecedents, the related factors were adapted and integrated within the context of Internet shopping repurchase intentions and were tested in a field study. Empirical data for hypotheses testing were collected from the online virtual store of 7-ELEVEN in Taiwan, yielding 444 valid samples. The results show that online consumer repurchase intention is determined by satisfaction, perceived usefulness, perceived ease of use, and Internet shopping self-efficacy. Satisfaction is influenced by perceived usefulness, perceived ease of use, confirmation, and positive Internet shopping experience. Perceived usefulness, in turn, is influenced by behavior modeling, positive Internet shopping experience, Internet shopping self-efficacy, and confirmation. Confirmation is affected by positive Internet shopping experience and behavior modeling. In addition, confirmation has significant effects on perceived ease of use. Finally, positive Internet shopping experience appeared to have a significant impact on Internet shopping self-efficacy. From the empirical data, meaningful findings and conclusions are derived, and suggestions for future research are also discussed.     

Are men from Mars,women from Venus? Examining gender differences towards continuous use intention of branded apps

In this age of technology, consumers have become comfortable shopping with their mobile devices. In light of this growing trend, the branded app market has grown steadily, surpassing all other types of mobile commerce. Although many retail businesses go mobile, consumers’ continuous use of the branded app remains a key challenge in gaining a competitive advantage in the contemporary market. By integrating both the stimulus-organism-response (S–O-R) model and gender schema theory (GST), this study aims to investigate how gender differences affect the factors that drive branded app continuous use intention (CUI). Survey data collected from 715 millennial mobile shoppers were analyzed using the partial least squares-structural equation modeling (PLS-SEM) technique. The results demonstrate that telepresence and social presence have a significant effect on customer engagement (CE) and value co-creation (VCC), which consequently impact CUI. Furthermore, the moderation results indicate that both genders play rather different roles in the proposed relations. Therefore, our work contributes to the information system and consumer behavior literature, while providing practitioners with useful information about effective strategies to drive the continuous usage of a branded app.     

The role of mobile value and trust as drivers of purchase intentions in m-servicescape

Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.     

Enhancing the role of flow experience in social media usage and its impact on shopping

Online retailers are eager to find the answers to the following questions: How relevant is SNS usage to consumer shopping decisions? Is the information shared on SNS likely to influence users’ shopping decisions? This study is designed to answer these questions via essential factors based on flow theory and TAM. The moderating effects of some social factors were also explored. The data was collected from U.S SNS users, and SEM was performed and a research model estimated. The findings reveal that flow experience of SNS usage for shopping, perceived ease of use of SNS, and perceived usefulness of information shared on SNS exert positive and significant effects on consumer intention to shop on SNS. Particularly, flow experience directly and positively determines shopping intention and shares positive and significant impacts with TAM. Furthermore, the perceived usefulness is highly important relative to the perceived ease of use. Social identity, group norm, and social influence also positively moderate the links between flow experience, TAM, and SNS usage intention for shopping. Very few theoretical studies have discussed SNS usage behavior for shopping based on flow theory or validated its relationship with TAM in the SNS shopping context. A validated model of consumers’ actual usage of SNS for shopping proves that experience drives the success of social commerce. The findings provide current information and important aspects to firms that operate SNS commerce, allowing them to adjust their marketing strategies to serve consumers better.     

Adopting autonomous vehicles: The moderating effects of demographic variables

Autonomous vehicles (AV) are considered one of the most disruptive technology innovations due to issues of customers' acceptance based on safety, ethics, etc. Along with the rapid advancement of smart cities' demand for this technology, getting customer acceptance of this futuristic technology is a serious concern in the AV industry. This paper modified the technology acceptance model to find out factors influencing customers' intention to use AV such as perceived usefulness, perceived ease of use, social influence, and facilitating condition, and the moderating effects of demographic variables (gender, age, family size, income, education level, and marital status) on the relationship between predictors and intention to use AV. Online questionnaires were distributed to 318 participants in South Korea and the data was analyzed through multiple regression and integration moderation test. The findings show that social influence, facilitating conditions, and perceived usefulness are three important variables of AV usage intention. In addition, demographic variables (age, marital status, family size, and educational level) can moderate effect of PU and SI on intention to use AV. Strategic directions are suggested to managers to increase the possibility of customers’ acceptance of AV.