Mobile Shopping Adoption: Insights into Attitude, Intentions and Flow Experience
Keywords:
Technology Adoption model, Intentions, Flow theory, Curiosity, Mobile shoppingAbstract
The purpose of this study is to predict the intentions of Indian consumers‟ to adopt mobile shopping (M-shopping). This study uses extended technology acceptance model (TAM) by assimilating flow theory and its dimension (curiosity), into it to explain the consumers‟ intention to adopt shopping on mobile (M-shopping) in Indian context. A conceptual model is drawn which will evaluate the combined effect of these two theories on attitude and intentions of Indian consumers. Present study propose that flow experience toward mobile shopping is influenced by perceived usefulness and perceived ease of use. Further, this study seeks to check the impact of flow and its dimension (curiosity) on attitude and intention to experience mobile shopping. Current study also proposes that flow acts as a full mediator between perceived ease of use and attitude, which further leads to intention. Data for the study will be collected from 442 indian online shoppers. A seven point liker scale will be used to measure the perception and attitude of respondents towards adoption of mobile shopping. The items of the questionnaire will be adopted from well established studies. The structured questionnaire will be segregated into two parts. First part will measure the perception of respondents and other part will collect information about demographics of the respondents. This study will add the literature of mobile shopping especially in Indian context, as there is a dearth of studies in the adoption of mobile shopping. This study completes with managerial implications and future research avenues.
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