Is m-shopping a reasoned action? Evaluating the role of intention and perceived risk in Indian m-shopping behaviour

Anoop Kumar Gupta

International Journal of Indian Culture and Business Management, 2022, vol. 27, issue 4, 436-465

Abstract: This study attempts to explain m-shopping behaviour of Indian consumer durable¹ customers through the theoretical lens of consumer perceived risk and reasoned action. For deeper understanding of the role of perceived risk in m-shopping behaviour, the study evaluates whether attitude and intention fully mediate the effect of risk on behaviour. A representative dataset of 485 respondents was analysed through multi-analytic techniques of structural equation modelling and neural network analysis for examining the contribution of the determinants of m-shopping behaviour. The perceived risk was found to have direct effect on m-purchasing action, besides having indirect effect through attitude and intention. This research offers new insights into the role played by perceived risk during check-out from mobile shopping cart and contributes in explaining the gap between intention and actual buying action.

Keywords: reasoned action; mobile shopping; perceived risk; neural network; structural equation modelling; SEM; intention; attitude; perceived norm; India. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=127729 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:27:y:2022:i:4:p:436-465

Access Statistics for this article

More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().