Mobile shopping convenience behaviour: the quest for a conceptual framework
by Mohd Adzwin Faris Niasin; Zakariya Belkhamza
International Journal of Services Technology and Management (IJSTM), Vol. 27, No. 1/2, 2021

Abstract: The continuous surge in mobile shopping activities among customers related to these emerging shopping channels, empirical research that tests the effect of the multi-dimensional construct of convenience towards the customers' mobile shopping behavioural intention are lacking within the literature. The main goal of this paper is to conceptualise a framework that explains the intention of customers to shop using their mobile devices. The paper focuses on the multi-dimensional nature of convenience in mobile shopping setting. Derived from the concept of utilitarian values, convenience has been reported to be one of the foremost drivers for utilitarian online shopping behavioural intention. Past literature has only conceptualised convenience for mobile-based online shopping as a unidimensional construct, despite the evidence for it to occur as a multi-dimensional construct. Arguments are also made for the construct to exist as a second-order formative which would better visualise the purchasing process of the customer in mobile shopping.

Online publication date: Fri, 12-Mar-2021

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