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Developing a Theoretical Model to Examine Consumer Acceptance Behavior of Mobile Shopping

  • Hannah R. MarriottEmail author
  • Michael D. Williams
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)

Abstract

Mobile activity is increasing in popularity with Smartphones and Tablets being used for a variety of daily online activities. However, the number of mobile users utilizing mobile devices for the purpose of shopping is relatively low and there has been limited theoretical research examining the acceptance behavior of consumers in the UK. This research aims to develop a theoretically grounded adoption model to examine UK consumers’ mobile shopping acceptance behavior. Through consideration into findings from existing research, a theoretically grounded model is developed by extending UTAUT2 with perceived risk, trust, mobile affinity and innovativeness. This theoretical model can subsequently be empirically tested with data gathered from the UK.

Keywords

Acceptance Consumer behavior Mobile shopping (m-shopping) Perceived risk UK UTAUT2 

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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  1. 1.School of ManagementSwansea UniversitySwanseaUK

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