IDEAS home Printed from https://ideas.repec.org/a/bbl/journl/v26y2023i4p148-166.html
   My bibliography  Save this article

Extended model of mobile shopping acceptance: An empirical study of consumer behaviour

Author

Listed:
  • Robert Stefko

    (University of Presov in Presov)

  • Beata Gavurova

    (Tomas Bata University in Zlín)

  • Maria Olearova

    (University of Presov in Presov)

  • Radovan Bacik

    (University of Presov in Presov)

  • Lubomir Nebesky

    (Ministry of Education, Science, Research and Sport of Slovak Republic)

Abstract

Although the popularity of mobile commerce is on the rise, mobile shopping is still not widely accepted in Slovakia. Therefore, research and knowledge in this area is insufficient. Based on two research models which explain human behavior (theory of reasoned action) and how the user accepts new technologies (technology acceptance model), the presented study proposes and tests a conceptual model combining the mentioned models and new, stimulating factors (customized offers and price benefits) in order to design a holistic model for predicting consumer behavior with regard to the acceptance of mobile shopping. In the first step of the research, we used exploratory factor analysis (EFA) to extract the predicted factors and verify the validity and reliability of the research tool – a questionnaire. The main research was conducted on a sample of 627 students from Slovak universities (part-time study). Using the confirmatory factor analysis (CFA), we performed a measurement model evaluation, and then, using the structural equation modeling – partial least squares (SEM – PLS) method, we evaluated and quantified the expected effects of the investigated factors. These new, stimulating factors, integrated into the theoretical framework of existing models, have been shown to act as direct and indirect predictors of the intention to mobile shopping. However, perceived usefulness proved to be the strongest predictor. The intention to mobile shopping is also significantly influenced by the attitude to mobile shopping, which is also determined by the new factor customized offers. The results the research arrives at may be beneficial for businesses, as they may reduce the costs associated with the creation of mobile shopping channels from an economic point of view and may increase their market competitiveness.

Suggested Citation

  • Robert Stefko & Beata Gavurova & Maria Olearova & Radovan Bacik & Lubomir Nebesky, 2023. "Extended model of mobile shopping acceptance: An empirical study of consumer behaviour," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 26(4), pages 148-166, December.
    • Handle: RePEc:bbl:journl:v:26:y:2023:i:4:p:148-166
    DOI: 10.15240/tul/001/2023-5-002
    as

    Download full text from publisher

    File URL: https://doi.org/10.15240/tul/001/2023-5-002
    Download Restriction: no
    File URL: https://libkey.io/10.15240/tul/001/2023-5-002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Rouibah, Kamel & Abbas, Hasan & Rouibah, Samia, 2011. "Factors affecting camera mobile phone adoption before e-shopping in the Arab world," Technology in Society, Elsevier, vol. 33(3), pages 271-283.
    2. Yang, Kiseol, 2012. "Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 484-491.
    3. Lorena Blasco-Arcas & Blanca I. Hernandez-Ortega & Julio Jimenez-Martinez, 2014. "Collaborating online: the roles of interactivity and personalization," The Service Industries Journal, Taylor & Francis Journals, vol. 34(8), pages 677-698, May.
    4. Han Yu & Rong Zhang & Bin Liu, 2018. "Analysis on Consumers’ Purchase and Shopping Well-Being in Online Shopping Carnivals with Two Motivational Dimensions," Sustainability, MDPI, vol. 10(12), pages 1-18, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hyo Geun Song & Hyeon Jo, 2023. "Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    2. Kamrul Islam Syed & Prof. Abu Bakr Sade & Prof. Huam Hon Tot, 2024. "Perceived Benefits, Social Influence, Self-Efficacy and Digital Consumerism: The Moderating Role of Digital Accountability," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(1), pages 393-407, January.
    3. Yun Wang, 2020. "The Roles of Hedonic Value and Fashion Consciousness in Female Shoes Purchase Context: Application of the Theory of Planned Behavior," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 1-38, July.
    4. Fuentes, Christian & Bäckström, Kristina & Svingstedt, Anette, 2017. "Smartphones and the reconfiguration of retailscapes: Stores, shopping, and digitalization," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 270-278.
    5. Imran Khan & Furrukh Bashir & Rashid Ahmad & Muhammad Ayub, 2021. "Shopping Motivation and Green Consumption: A Study about Green Buying Behavior of Pakistani Consumers," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 233-242, December.
    6. Sheena Lovia Boateng & Bedman Narteh, 2016. "Online relationship marketing and affective customer commitment – The mediating role of trust," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 127-140, June.
    7. Nel, Jacques & Boshoff, Christo, 2019. "Online customers’ habit-inertia nexus as a conditional effect of mobile-service experience: A moderated-mediation and moderated serial-mediation investigation of mobile-service use resistance," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 282-292.
    8. Mutlu Yuksel Avcilar & Akin Alkevli, 2017. "The Antecedents of Mobile Repurchasing Intentions: An Empirical Investigation among Turkish Mobile Shoppers," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(3), pages 105-105, February.
    9. Brusch, Ines & Rappel, Nina, 2020. "Exploring the acceptance of instant shopping – An empirical analysis of the determinants of user intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Oguz YILDIZ & Hakan KITAPCI, 2018. "Exploring Factors Affecting Consumers¡¯ Adoption of Shopping via Mobile Applications in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 60-75, June.
    11. Osakwe, Christian Nedu & Hudik, Marek & Říha, David & Stros, Michael & Ramayah, T., 2022. "Critical factors characterizing consumers’ intentions to use drones for last-mile delivery: Does delivery risk matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    12. Rujipun Assarut & Somkiat Eiamkanchanalai, 2015. "Consumption Values, Personal Characteristics and Behavioral Intentions in Mobile Shopping Adoption," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(1), pages 21-41.
    13. Akdim, Khaoula & Casaló, Luis V. & Flavián, Carlos, 2022. "The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    14. Groß, Michael, 2018. "Heterogeneity in consumers’ mobile shopping acceptance: A finite mixture partial least squares modelling approach for exploring and characterising different shopper segments," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 8-18.
    15. Huiying Du & Ge Zhu & Tingjie Lv & Xuan Sun, 2012. "Factors Affecting Purchase Intention on 3G Value-added Services," Jindal Journal of Business Research, , vol. 1(2), pages 139-152, December.
    16. Jo-Hung Yu & Gordon Chih-Ming Ku & Yu-Chih Lo & Che-Hsiu Chen & Chin-Hsien Hsu, 2021. "Identifying the Antecedents of University Students’ Usage Behaviour of Fitness Apps," Sustainability, MDPI, vol. 13(16), pages 1-13, August.
    17. Shuiqing Yang, 2016. "Role of transfer-based and performance-based cues on initial trust in mobile shopping services: a cross-environment perspective," Information Systems and e-Business Management, Springer, vol. 14(1), pages 47-70, February.
    18. Muhammad Munir & Moazzam, 2023. "Investigating The Mediating Effect Of Green Product Literacy On The Relationship Between Technology Innovativeness And Green Product Purchase Attitude," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 417-426.
    19. Liu, Feng & Zhao, Shaoqiong & Li, Yang, 2017. "How many, how often, and how new? A multivariate profiling of mobile app users," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 71-80.
    20. Kane J. Smith & Gurpreet Dhillon & Brigid A. Otoo, 2022. "iGen User (over) Attachment to Social Media: Reframing the Policy Intervention Conversation," Information Systems Frontiers, Springer, vol. 24(6), pages 1989-2006, December.

    More about this item

    Keywords

    Technology acceptance model (TAM); theory of reasoned action (TRA); mobile shopping; mobile commerce; customer behaviour;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bbl:journl:v:26:y:2023:i:4:p:148-166. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vendula Pospisilova (email available below). General contact details of provider: https://edirc.repec.org/data/hflibcz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.