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Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior

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  • Yang, Kiseol

Abstract

An extended Theory of Planned Behavior (TPB) model was examined within the context of mobile shopping with moderating effects of three consumer technology traits (i.e., technology self-efficacy, technology innovativeness, and level of experience of use). Among the beliefs of the extended TPB, perceived enjoyment was the strongest determinant creating a favorable attitude toward mobile shopping adoption. The results supported that consumers differ in levels of technology traits in mobile shopping adoption behavior. Implications are provided to assist in predicting potential mobile consumer adoption behavior and in designing favorable mobile shopping environments that can be compatible with the consumer characteristics.

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  • 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.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:484-491
    DOI: 10.1016/j.jretconser.2012.06.003
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    References listed on IDEAS

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