Understanding the determinants of mobile retailing adoption and usage behaviour Online publication date: Wed, 20-Oct-2021
by Sridhar Vaithianathan; Vishal Mishra; Ankur Srivastava
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 12, No. 4, 2021
Abstract: Existing literature on mobile driven purchases is concentrated largely on developed countries and focuses predominantly on the intention to adopt. The present study investigates the mobile retailing usage behaviour of individuals by integrating theories of technology acceptance model (TAM) and technology-organisation-environment (TOE) in an emerging market context. A web-based survey data on the usage of mobile retailing was collected and analysed using structured equation modelling (SEM). The results show the direct influence of perceived usefulness and individual characteristics on actual usage, whereas perceived ease of use, environment characteristics and technology characteristics influenced adoption indirectly. The results of the study provide guidelines to the mobile retailers for promoting the usage of their products/services and to the policy makers for enhancing the usage of mobile technologies which can help advance the social and the financial inclusion.
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