Determining the Factors that Motive Consumers to Mobile Shopping

Abstract

The purpose of this study is to examine the construct of mobile shopping whose popularity is on the increase day by day and the factors that motivate today's consumers towards mobile shopping. The study investigates the effects of convenience, usefulness, enjoyment, compatibility, security, privacy, trust and attitude toward mobile shopping on consumers’ mobile shopping intention. A questionnaire was administered to 452 consumers, who live in Turkey and had previously made a mobile purchase. The results were evaluated using structural equation modeling. Twelve of fifteen proposed hypotheses were accepted. Managerial implications and limitations were also provided

Keywords

• Mobile Shopping, Mobile Shopping Intention, Mobile Commerce

Tüketicileri Mobil Alışverişe Yönlendiren Faktörlerin İncelenmesi

Abstract

Bu çalışmanın amacı,popülaritesiher geçen gün artmakta olan mobil alışveriş olgusu ve günümüz tüketicilerini mobil alışverişe yönlendiren faktörlerin incelenmesidir. Çalışma kapsamında, mobil alışverişte kullanım kolaylığı, kullanışlılık, keyif alma, hayat tarzına uygunluk, güvenlik, gizlilik, güven ve mobil alışverişe karşı olan tutumun; tüketicilerin mobil alışveriş yapma niyeti üzerindeki etkileri incelenmiştir. Türkiye’de yaşayan, daha önce mobil alışveriş yapmış 452 tüketiciye anket uygulanmış olupsonuçlaryapısal eşitlik modellemesi ile değerlendirilmiştir. Önerilen 15 hipotezin 12’si kabul edilmiştir. Yönetimsel çıkarımlar ve kısıtlar verilmiştir.

Keywords

• Mobil Alışveriş, Mobil Alışveriş Niyeti, Mobil Ticaret, Geliştirilmiş TAM

References

1. Agrebi, S. & Jallais, J. (2015). Explain the intention to use smartphones for mobile shopping. Journal of Retailing and Consumer Services, 22, 16-23.
2. Aldás-Manzano, J., Ruiz-Mafé, C. & Sanz-Blas, S. (2009). Exploring individual personality factors as drivers of m-shopping acceptance. Industrial Management & Data Systems, 109, 739–757.
3. Amin, M., Rezaei, S. & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274.
4. Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(2), 411–423.
5. Bagozzi R. P. & Yi Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
6. Baier, A. (1986). Trust and Antitrust. Ethics, 96(2), 231-260.
7. Belanger, F., Hiller, J. S. & Smith, W. J. (2002). Trustworthiness in electronic commerce: The role of privacy, security, and site attributes. Journal of Strategic Information Systems, 11(3/4), 245–270.
8. Bellman, S., Lohse, G. & Jhonson, E. (1999). Predictors of online buying behavior. Communiction for the ACM, 42(12), 32-38.

9. Bentler, P. M. (1990). Comparative fit ındexes in structural models. Psychological Bulletin, 107, 238-246.
10. Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103- 113.
11. Branscum, D. (2000). Guarding online privacy. Newsweek, 135 (23), 77–78.
12. Büke, A. (2002). Geleceğin ticareti: Mobil ticaret. Uzman Enformasyon ve Dökümasyon Müdürlüğü, İzmir Ticaret Odası.
13. Chang, M. K., Cheung, W. & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42(4), 543-559.
14. Chen, Y. Y. (2012). Why do consumers go internet shopping again? Understanding the antecedents of repurchase intention. Journal of Organizational Computing and Electronic Commerce, 22: 38–63.
15. Chen, L., Gillenson, M. L. & Sherrell, D. L. (2002). Enticing online consumers: An extended technology acceptance perspective. Information & Management, 39(8), 705–719.
16. Childers, T. L., Carr, C. L., Peck, J. & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal Of Retailing, 77, 511- 535.
17. Chong, A. Y. L., Chan, F. T. & Ooi, K. B. (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision Support Systems, 53(1), 34-43.
18. Constantinides, E. (2004). Influencing the online consumer’s behaviour: The web experience. Internet Research, 14(2), 111-126.
19. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
20. Davis, F. D., Bagozzi, R. P. & Warshaw P. R. (1989). User Acceptance Of Computer Technology: A Comparison Of Two Theoretical Models. Management Science, 35(8), 982-1002.
21. Digital in 2017: Global Overview. (2018, 20 Ocak). Erişim adresi https://wearesocial.com/special-reports/digital-in-2017-global-overview
22. Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
23. Gefen, D., Karahanna, E. & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
24. Gefen, D. & Straub, D. W. (2003). Managing user trust in B2C e-services. E-Service Journal, 2(2), 7-24.
25. Gefen, D. & Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 31, 407–424.
26. Giovannini, C. J., Ferreira, J. B., Silva, J. F. & Ferreira, D. B. (2015). The effects of trust transference, mobile attributes and enjoyment on mobile trust. BAR Rio de Janeiro, 12(1), 88-108.
27. Groß, M. (2015). Exploring the acceptance of technology for mobile shopping: An empirical investigation among Smartphone users. The International Review of Retail, Distribution and Consumer Research, 25(3), 215–235.
28. Ha, S. & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62, 565–571.
29. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis with readings, 6th ed. Prentice-Hall, Englewood Cliffs, NJ.
30. Häubl, G. & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21.
31. Hausman, A. V. & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13.
32. Hillman, S., Neustaedter, C., Bowes, J. & Antle, A., (2012). Soft trust and m- commerce shopping behaviours. Proceeding of the 14th International Conference on Human Computer Interaction with Mobile Devices and Services (MobileHCI), San Francisco, CA, USA, 113-122.
33. Holmes, A., Byrne, A. & Rowley, J. (2014). Mobile shopping behaviour: Insights into attitudes, shopping process involvement and location. International Journal of Retail & Distribution Management, 42 (1), 25–39.
34. Hwang, Y. & Kim, D. J. (2007). Customer self-service systems: The effects of perceived web quality with service contents on enjoyment, anxiety, and e-trust. Decis. Support Syst., 43, 746–760.
35. Huang, L., Lu, X. & Ba, S. (2015). An empirical study of the cross-channel effects between web and mobile shopping channels. Information & Management, 53(2), 265–278.
36. Jarvenpaa, S. L. & Todd, P. A. (1997a). Is there a future for retailing on the Internet. In Electronic marketing and the consumer. ed. R. A. Peterson, Thousand Oaks, CA: Sage Publications, 139-154.
37. Jarvenpaa, S. L. & Todd, P. A. (1997b). Consumer reactions to electronic shopping on the world wide web. International Journal of Electronic Commerce, 1(2), 59- 88.
38. Jeyaraj, A., Rottman, J. W. & Lacity, M. C. (2006). A review of the predictors, linkages, and biases in IT innovation adoption research. Journal of information technology, 21(1), 1-23.
39. Jiang, L., Yang, Z. & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
40. Lallmahamood, M. (2007). An examination of individual’s perceived security and privacy of the internet in Malaysia and the influence of this on their intention to use e-commerce: Using an extension of the technology acceptance model. Journal of Internet Banking and Commerce, 12(3), 1-26.
41. Kim, H. W., Xu, Y. & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust?. Electronic Commerce Research and Applications, 11(3), 241-252.
42. Ko, E., Kim, E. Y. & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669–687.
43. Lee, M. K. O. & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91.
44. Lin, H. H. & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43, 271–282.
45. Lu, H. P. & Su, P. Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442 – 458.
46. Mallat, N., Rossi, M., Tuunainen, V. K. & Öörni, A. (2008). An empirical investigation of mobile ticketing service adoption in public transportation. Personal and Ubiquitous Computing, 12(1), 57-65.
47. Manzoor, A. (2010). E-commerce: An introduction. Lambert Academic Publishing, Berlin, 346.
48. Mayer, R. C., Davis, J. H. & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709-734.
49. McKnight, D. H., Kacmar, C. J. & Choudhury, V. (2004). Dispositional trust and distrust distinctions in predicting high- and low- risk internet expert advice site perceptions. e-Service Journal, 3(2), 35-58.
50. Nilashi, M., İbrahim, O., Mirabi, V. R., Ebrahimi, L. & Zare, M. (2015). The role of security, design and content factors on customer trust in mobile commerce. Journal of Retailing and Consumer Services, 26, 57–69.
51. Nunally, J. (1978). Psychometric Theory. 2nd ed. McGraw-Hill, New York, NY.
52. Özer, A. (2011). Markaya yönelik tutumun sponsorluk sonrası marka imajı ve satın alma eğilimi üzerindeki etkisi. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(2), 145-175.
53. Patel, A. (2006). Mobile Commerce in Emerging Economics. In Handbook of Research in Mobile Business: Technical, Methodological, and Social Perspectives (pp. 429-434). IGI Global.
54. Renny., Guritno, S. & Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia - Social and Behavioral Sciences, 81, 212 – 216.
55. Rogers, E. M. (1995). Diffusion of Innovations. 4th ed., The Free Press, New York.
56. Shih, H. P. (2004). An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management, 41, 351–368.
57. Sivanad, C., Gesta, M. & Sulep, M. (2004). Barriers to mobile internet banking services adoption: An empirical study in Klang Valley of Malaysia. Internet Business Review, 1, 1-17.
58. Slade, E. L., Dwivedi, Y. K., Piercy, N. C. & Williams, M. D. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom: extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860-873.
59. Suh, B. & Han, I. (2002). Effect of trust on customer acceptance of internet banking. Electronic Commerce Research and Applications, 1, 247–263.
60. Sun, H. & Zhang, P. (2006). The role of affect in IS research: A critical survey and a research model. Series of Advances in Management Information Systems, 295- 329.
61. Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41, 747–762.
62. Wang, C., Lo, S. & Fang, W. (2008). Extending the technology acceptance model to mobile telecommunication innovation: The existence of network externalities. Journal of Consumer Behaviour, 7(2), 101–110.
63. Wei, T. T., Marthandan, G., Chong, A. Y. L., Ooi, K. B. & Arumugam, S. (2009). What drives Malaysian m-commerce adoption? An empirical analysis. Industrial Management and Data Systems, 109(3), 370-388.
64. Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37-44.
65. Wu, J. H. & Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & management, 42(5), 719-729.
66. Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behaviour. Journal of Retailing and Consumer Services, 19(5), 484–491.
67. Yang, K. C. (2005). Exploring factors affecting the adoption of mobile commerce in singapore. Telematics and Informatics, 22(3), 257-277.
68. Yang, S., Chen, Y. & Wei, J. (2015). Understanding consumers' web-mobile shopping extension behavior: A trust transfer perspective. Journal of computer information systems, 55(2), 78-87.
69. Zhou, T. (2013). An empirical examination of continuance intention of mobile payment services. Decision Support Systems, 54, 1085–1091.