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Building Usage Attitude for Mobile Shopping Applications: an Emerging Market Perspective

Author

Listed:
  • Hammad Mushtaq

    (School of Business & Economics, University of Management & Technology, Lahore, Pakistan)

  • Yan Jingdong

    (School of Management, Wuhan University of Technology, Wuhan, P.R. China)

  • Mansoora Ahmed

    (School of Management, Wuhan University of Technology, Wuhan, P.R. China)

  • Muhammad Ali

    (School of Management, Wuhan University of Technology, Wuhan, P.R. China)

Abstract

Mobile commerce has gained pace in recent years, providingan extended interaction channel between consumers and online retailers. Regardless of a significant increase in mobile internet usage, the adoption of mobile e-commerce (MC) services has not been as far-reached in the growing economies of the world. Recently, research in the e-commerce applied Technology Acceptance Model (TAM) indicated contradicting results.Some research studies found perceived usefulness has a significant effect on online purchase attitude, whereas in another study it was insignificant. We understand this, among many other factors, to be a consequence of the different levels of internet usage and its penetration in the region. We performed this study in Pakistan origin, a growing economy, where internet usage has significantly increased in the last decade or so. The e-commerce industry reviews pointed out that low consumer trust and poor logistics might be the key constraints in B2C mobile e-commerce adoption in Pakistan. Based on these grounds we adapted TAM by including consumer trust belief in mobile e-commerce and excluding perceived ease of use, as many research studies reported it insignificant for online shopping context. The proposition developed that trust in online shopping has an impact on improved perceptions about the usefulness of this interaction channel between online buyers and sellers. This positive usage attitude facilitates favorable online purchase intentions. The research conducted based on empirical evidence from Pakistan, and the model was developed on the bases of TAM, consumer trust in MC, and perceived usefulness and trust in mobile e-commerce. An online questionnaire survey was distributed to gather responses. Data analysis was performed with the partial least square technique or structured equation modeling. The research findings show that belief in trustworthiness of e-commerce has a more significant impact on usage attitude for mobile e-commerce as compared to PU. This implicates that online retailers in Pakistan should focus more on developing trust of their prospects by providing trust cues and other trust-building mechanisms. The research model empirically studied on evidence from Pakistan was first of its kind . In the future, the research can be conducted on specific categories of items (such as apparel fashion, technology base products) or services (such as traveling, hotels) developing effective strategies for retailers in B2C mobile e-commerce.

Suggested Citation

  • Hammad Mushtaq & Yan Jingdong & Mansoora Ahmed & Muhammad Ali, 2019. "Building Usage Attitude for Mobile Shopping Applications: an Emerging Market Perspective," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 5(6), pages 21-28, September.
    • Handle: RePEc:mgs:ijmsba:v:5:y:2019:i:5:p:21-28
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.56.1003
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    References listed on IDEAS

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    1. Muslim Amin & Sajad Rezaei & Maryam Abolghasemi, 2014. "User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust," Nankai Business Review International, Emerald Group Publishing Limited, vol. 5(3), pages 258-274, July.
    2. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    3. Shih-Chi Chang & Chia-Chi Sun & Lee-Yuan Pan & Ming-Ying Wang, 2015. "An Extended TAM to Explore Behavioural Intention of Consumers to Use M-Commerce," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 14(02), pages 1-16.
    4. Katherine J. Stewart, 2003. "Trust Transfer on the World Wide Web," Organization Science, INFORMS, vol. 14(1), pages 5-17, February.
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    More about this item

    Keywords

    Mobile e-commerce; Mobile trust; Online Shopping; TAM; Pakistan;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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