Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services

Purpose - The purpose of this study is to examine critical determinants of US consumers' intentions to use mobile shopping services and to provide implications for retailers and mobile marketers in order to offer mobile shopping services that meet consumers' quality expectations.Design met...

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Bibliographic Details
Published in:The Journal of consumer marketing 2010-05, Vol.27 (3), p.262-270
Main Author: Yang, Kiseol
Format: Article
Language:English
Subjects:
Attitudes
Behavior
Cellular telephones
Consumers
Customization
Electronic commerce
Internet access
Mobile commerce
Retail stores
Shopping
Structural equation modeling
Studies
Technology Acceptance Model
Technology adoption
United States of America
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Summary:Purpose - The purpose of this study is to examine critical determinants of US consumers' intentions to use mobile shopping services and to provide implications for retailers and mobile marketers in order to offer mobile shopping services that meet consumers' quality expectations.Design methodology approach - A sample of 400 mobile services users drawn from a purchased consumer panel participated in an online survey. The Unified Theory of Acceptance and Use of Technology (UTAUT) model was adapted and incorporated with attitude and hedonic performance expectancy. Two steps of structural equation modeling were used to validate the measurement model and test the hypothesized relationships.Findings - The study found that utilitarian and hedonic performance expectancy, social influence, and facilitating conditions are critical determinants of US consumers' intentions to use mobile shopping services. Effort expectancy is a driving factor affecting utilitarian and hedonic performance expectancy of mobile shopping services. Further, the study found that the hedonic or entertainment aspect of mobile shopping services is the most critical driver of US consumers' intentions to use mobile shopping services.Originality value - The results of the study provide implications for retailers and mobile marketers in designing mobile shopping services based on an understanding of consumers' perceptions of new shopping capabilities.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363761011038338