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

Robert Stefko, Beata Gavurova (), Maria Olearova, Radovan Bacik and Lubomir Nebesky
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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

E&M Economics and Management, 2023, vol. 26, issue 4, 148-166

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.

Keywords: Technology acceptance model (TAM); theory of reasoned action (TRA); mobile shopping; mobile commerce; customer behaviour (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:bbl:journl:v:26:y:2023:i:4:p:148-166

DOI: 10.15240/tul/001/2023-5-002

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