Developing a Theoretical Model to Examine Consumer Acceptance Behavior of Mobile Shopping
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 lim
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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. Keywords: Acceptance Consumer behavior (m-shopping) Perceived risk UK UTAUT2
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1 Introduction Smartphones and Tablets (‘mobile devices’) are considered a new generation of operating system allowing for an array of computer-like functions whilst providing consumers with higher levels of convenience than previously experienced with computers [1, 2]. Mobile devices have become heavily integrated into the lives of modern day users and are used for a variety of daily activities, including conducting in mobile banking (m-banking), mobile learning (m-learning), mobile payments (m-payments) and mobile shopping (m-shopping). M-shopping comprises of the online searching, browsing, comparing and purchasing of goods and services through wireless mobile devices [3–5]. This research examines m-shopping at the consumer level, with primary consideration into business-to-consumer relationships. Increased functionality in mobile devices has seen the growth of Internet sales, with mobile orders expected to increase at 21–29 % by the end of 2016 [6]. Although m-shopping activity is increasing, it remains the least preferable and least trusted means of online shopping worldwide [2]. Risk perceptions subsequently limit the number of consumers adopting m-shopping activities and practitioners have stressed the significance of developing effective marketing techniques and mobile systems to increase adoption willingness [7]. However, there is limited empirical research examining m-shopping acceptance behavior of UK consumers, restricting validity of findings to © IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 261–266, 2016. DOI: 10.1007/978-3-319-45234-0_24
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H.R. Marriott and M.D. Williams
geographical contexts. Insight into UK consumers will further validate the significance of various theoretical acceptance factors and provide a more geographically holistic understanding into m-shopping acceptance behavior. This paper provides an overview of theories and models used in mobile-related research, establishing those most commonly used and those most underutilized, for the purpose of identifying an appropriate resea
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