Abstract
Despite rapid growth in the number of mobile internet users who shop using mobile applications, there has been very little research on mobile channels, in particular with mobile apps in the context of multi-channel retailing. While extant research focus on mobile touch points as single channel, the present study highlights the need for multi and omni-channel management that stress on the creation of retail branding for the acceptance of mobile apps. This study investigates the structural relationship between attitude towards the online retail brand, perceived tie, perceived ease of use, attitude and user behaviour towards mobile apps from pure online retailers who sell products through e-commerce site and mobile app. Based on the theory of planned behaviour, a research model and hypotheses depicting direct and indirect effects are proposed. An online survey was conducted among 221 respondents and the results of the partial least square structural equation modelling (PLS-SEM) showed that there is a strong support for the effect of brand attitude, perceived tie and perceived ease of use on the acceptance of mobile app.
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