Influence of Utilitarian Shopping Value, Personal Innovativeness and Electronic Word of Mouth on Mobile Shopping: A Conceptual Framework

Abstract

Advancements in technology allows the integration of smartphone usage and online shopping. Current statistics have shown that there is an increasing number of online consumers. Different consumer age groups shops for different items to satisfy their various needs. Previous studies have shown that these consumers portray utilitarian shopping value, exhibit personal innovativeness, and relies on word of mouth in forming purchase intention of a product. Within the online context, consumers also correspond towards utilitarian shopping value and electronic word of mouth to form their online purchase intention. Furthermore, personal innovativeness contributes towards the propensity of consumers making an online purchase. A conceptual framework examining the relationship of utilitarian shopping value, personal innovativeness, and electronic word of mouth on online purchase intention is proposed.