Mobile Shoppers: Types,Drivers, and Impediments

The technology adoption of mobile commerce has frequently been studied by considering the extended technology acceptance model (TAM). However, the role of the perceived drivers and impediments affecting potential mobile shoppers' acceptance has been scarcely analyzed. This article highlights: (1) the typology of potential m-shoppers described by their reasons for, and perceived impediments to, mobile shopping and (2) the possible differences in the extended TAM in the resulting categories. In order to do so, we advance a single hypothesis about moderation of the m-shopper type on the relationships presented in the extended TAM. The study was conducted in Spain, a country with significant current and forecasted use of mobile shopping. Data from 476 Spanish mobile phone users were analyzed. The use of latent class cluster allowed us to identify three types of mobile shoppers that show different profiles based on their perception about drivers and impediments. Differences in the extended TAM relations across the clusters were identified using the multigroup approach of structural equation models. The results show support for the moderation effect, providing valuable information for practitioners to understand how consumers develop mobile shopping intentions, which is necessary to implement effective marketing strategies.