Title: Use of mobile apps in online shopping: scale development and validation

Authors: Arpita Khare; Subhro Sarkar

Addresses: Indian Institute of Management Rohtak, Haryana, 124001, India ' Indian Institute of Management Rohtak, Haryana, 124001, India

Abstract: The research paper focuses on the development of two scales to measure the applicability of the technology acceptance model and shopping motives behind the use of mobile shopping apps. Qualitative and quantitative techniques were employed to develop and validate the scales. An item pool was generated using a review of previous literature, in-depth interviews with online shoppers and experts from the retail industry. Based on quantitative analysis, two scales for mobile technology acceptance and motivation towards using mobile apps were developed. The item pool for both the scales was generated through a review of existing literature, interviews with experts and academicians. Data collected from shoppers using mobile apps were analysed using exploratory and confirmatory factor analyses. The results revealed two factors for technology acceptance (perceived usefulness and perceived risk) and shopping motives (utilitarian and hedonic). Convergent, discriminant and nomological validity were established. The study provides several theoretical and managerial implications.

Keywords: mobile apps; technology acceptance model; TAM; shopping motivation; scale validation; India.

DOI: 10.1504/IJICBM.2020.105560

International Journal of Indian Culture and Business Management, 2020 Vol.20 No.1, pp.74 - 92

Received: 18 Jul 2018
Accepted: 15 Apr 2019
Published online: 03 Mar 2020 *

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