A Comprehensive Synthesis of Theories of Mobile Shopping Adoption and Narrative Review

This paper aims to synthesize and integrate the existing literature on MSA adoption and provide directions for future research through narrative review by classifying and organizing the accumulated knowledge into a thematic framework. The paper's theoretical, conceptual approaches, and results were organized into three themes: online distribution channel (theoretical approaches and antecedent factors of MSA adoption, consumer characteristics), advanced technology for in-store shopping (marketing aspects of MSA), and technology perspectives (technology aspects of MSA). The 25 theories of mobile shopping app (MSA) adoption and usage (at the individual level) from 22 reviewed papers were summarized, defined, and mapped with authors. Research questions have been proposed for theories used in reviewed papers and new theories. MSA adoption is at an emergent stage of evolution with fragmentation of theoretical and methodological approaches. While theories of technology adoption and behavioral intentions have been used predominantly, most studies have adopted a multi-theoretic approach or have extended/modified the model with hedonic, situational, and behavioral constructs. The findings related to consumer characteristics of MSA adoption, anchor constructs, moderator and mediator variables, and marketing and technology features of MSA are synthesized and organized according to the themes. Theoretical and practical implications are drawn, research limitations are identified, and future research directions are suggested.