Understanding the intention to use mobile shopping applications and its influence on price sensitivity
Senthil Arasu Balasubramanian and
Dharun Lingam Kasilingam
Journal of Retailing and Consumer Services, 2017, vol. 37, issue C, 8-22
This study employs an extended technology acceptance model (TAM) and the theory of diffusion of innovations (DOI) to understand the intention to use mobile commerce applications for shopping purposes. The variablesâ€”perceived enjoyment, perceived risk and personal innovativenessâ€”were added to the original model. The price sensitivity criterion was predicted using the variablesâ€”perceived risk, personal innovativeness, satisfaction and the intention to use. An online questionnaire was circulated nationwide through email to verified e-commerce users and a sample of 675 respondents was taken for analysis through structural equation modeling approach. Gender, experience and frequency of using mobile shopping applications were used as moderators for all relationships. Findings of this study reveal that personal innovativeness and perceived risk play a major role in deciding the intention to use mobile shopping applications. Users who are highly innovative and with a higher intention to use mobile shopping applications are less sensitive to price. Various managerial implications including applications to differential pricing, improving adoption pace and segmenting consumers to design marketing strategies are discussed.
Keywords: Mobile shopping applications; Technology Acceptance Model (TAM); Diffusion of Innovations (DOI); Price sensitivity; Personal innovativeness; Perceived risk (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:37:y:2017:i:c:p:8-22
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