Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior |
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| Authors: | Kiseol Yang |
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| Affiliation: | 1. Institute of Business Excellence (IBE), Universiti Teknologi MARA, 40450 Shah Alam Selangor, Malaysia;2. Faculty of Business Management, Universiti Teknologi MARA, 40450 Shah Alam Selangor, Malaysia;1. Kellogg School of Management, Northwestern University, 2001 Sheridan Road, 4th Floor, Marketing Department, Evanston, IL 60208, USA;2. Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University, 1845 Sheridan Road, Evanston, IL 60208, USA;1. Department of Innovation and Development, France Business School, campus of Tours, BP0535-37205 Tours Cedex 3, France;2. Department of Marketing, University of Rennes 1, rue Jean Macé, 35700 France |
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| Abstract: | 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. |
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