Title: The forefront of mobile shopping: an emerging economy's perspective

Authors: Chi-Yang Hng; Pik-Yin Foo; Ai-Fen Lim; Radha Krishnan Nair

Addresses: Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Kampar Campus), Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Kampar Campus), Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia ' Faculty of Business and Information Science, UCSI University Kuala Lumpur Campus, No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras 56000, Kuala Lumpur, Malaysia ' Faculty of Business and Information Science, UCSI University Kuala Lumpur Campus, No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras 56000, Kuala Lumpur, Malaysia

Abstract: The primary objective of this research is to identify the main factors affecting the intention to use mobile shopping in Malaysia. The theoretical base of this study was based on the mobile technology acceptance model (MTAM) as well as other theories such as diffusion of innovation (DOI). Data collection for this study spanned from May 2018 to September 2018. The survey was done via the distribution of questionnaires in selected local shopping malls. A total of 300 usable responses were collected for further analysis using the partial least square structural equation modelling (PLS-SEM) approach. The findings identified that mobile ease of use (MEU) and mobile usefulness (MU) influenced an individual's intention to use (IU) significantly while perceived playfulness (PP) is not a significant predictor. In addition, reachability (R) also influenced MEU and MU significantly whereas mobility (M) has no significant influence on both MEU and MU. Empirical findings from this study contribute by providing useful and practical insights to the academics, mobile technologies developers and the general public.

Keywords: mobile shopping; partial least square structural equation modelling; PLS-SEM; mobile ease of use; mobile usefulness; perceived playfulness; reachability; mobility; intention to use; survey; Malaysia.

DOI: 10.1504/IJSEM.2020.107793

International Journal of Services, Economics and Management, 2020 Vol.11 No.1, pp.21 - 47

Received: 28 Mar 2019
Accepted: 11 Jan 2020

Published online: 10 Jun 2020 *

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