Title: An empirical model of mobile shopping attitudes and intentions in an emerging market

Authors: Mamoun N. Akroush; Bushra Mahadin; Amjad Abu ElSamen; Amer Shoter

Addresses: Graduate School of Business Administration, German-Jordanian University, Jordan ' Department of Marketing, Faculty of Business and Finance, American University of Madaba, Jordan ' Department of Marketing, College of Business, Zayed University, United Arab Emirates ' Eutelsat Middle East North Africa, Amman, Jordan

Abstract: This paper aims to build an integrated model of factors affecting mobile shopping attitudes and intentions. A sample of 1,330 of active mobile subscribers was involved in a self-administered survey. Exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the proposed research model and hypotheses. The findings show that ease of use has a positive effect on usefulness and m-commerce attitudes. M-commerce attitudes have a positive effect on m-commerce intentions. Perceived risk has a negative effect on usefulness and m-commerce attitudes. Enjoyment and e-trust have a positive effect on m-commerce attitudes. Perceived trust has exerted the strongest effect on m-commerce attitudes providing evidence that contextual factors provide a better explanation of users' m-commerce attitudes than TAM.

Keywords: m-commerce; perceived risk; m-commerce attitudes; m-commerce intentions; perceived trust; mobile devices; technology acceptance model; TAM.

DOI: 10.1504/IJWBC.2020.107156

International Journal of Web Based Communities, 2020 Vol.16 No.2, pp.150 - 179

Received: 01 Jul 2019
Accepted: 24 Jul 2019
Published online: 04 May 2020 *

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