Mobile Shopping Consumers' Behavior: An Exploratory Study and Review

Vaggelis Saprikis; Angelos Markos; Theodora Zarmpou; Maro Vlachopoulou

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Mobile Shopping Consumers' Behavior: An Exploratory Study and Review

Vaggelis Saprikis ^[1] ; Angelos Markos ^[2] ; Theodora Zarmpou ^[3] ; Maro Vlachopoulou ^[3]
1. [1] Western Macedonia University Of Applied Science
  
  Western Macedonia University Of Applied Science
  
  Dimos Kozani, Grecia
2. [2] Democritus University of Thrace
  
  Democritus University of Thrace
  
  Dimos Komotini, Grecia
3. [3] University of Macedonia
  
  University of Macedonia
  
  Dimos Thessaloniki, Grecia
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Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 13, Nº. 1, 2018, págs. 71-90
Idioma: inglés
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Resumen
- Mobile Technology is creating a range of tremendous opportunities and new revenue streams for businesses across industry sectors through the delivery of chargeable mobile products and services via the deployment of innovative value-added solutions that exploit the commercial benefits of mobility. To keep up with the pace of change, companies increasingly want to understand the behavioral attitude of the modern mobile consumer. The aim of this paper is to find out users’ reaction towards different parameters that would influence their intention to utilize their mobile devices in order to purchase products and services online focusing on the current Greek reality. The extant literature focuses on understanding the factors that might affect consumers’ behavior intention to adopt m-shopping; these studies are mostly based on behavioral intention theories, such as Technology Acceptance Model, Diffusion of Innovation and Unified Theory of Acceptance and Use of Technology. In this study, new theoretical constructs are combined with existing evidence in order to extend the Technology Acceptance Modelas it was initially established by Davis and later further enriched by other researchers. The proposed model includes behavioral intention, mobile skillfulness, enjoyment, anxiety, perceived usefulness,perceived ease of use, trust, relationship drivers, and innovativeness.