Mobile shopping: the next frontier of the shopping industry? An emerging market perspective

Abstract

As the world is heading towards mobile-mediated transactions, the development of mobile shopping (m-shopping) is expected to change how consumers shop online. The study therefore investigates on the factors influencing consumers intention to adopt m-shopping by extending three additional variables, namely, compatibility (CO), perceived enjoyment (PE) and perceived cost (PC) with the original technology acceptance model (TAM). Experience was also introduced as a control variable in this research. The results via multiple regression analysis (MRA) revealed that only TAM and CO have a positive and significant impact on the intention to adopt m-shopping. PE, PC and experience were found to be non-significant and therefore require further investigation. The findings provide valuable theoretical and managerial implications for both academicians and practitioners. Importantly, the study also serves as a guideline for future research in other emerging or established markets.