Title: Is m-shopping a reasoned action? Evaluating the role of intention and perceived risk in Indian m-shopping behaviour

Authors: Anoop Kumar Gupta

Addresses: Department of Management, Maharaja Agrasen Institute of Technology, Sector 22, Rohini, New Delhi, 110086, India

Abstract: This study attempts to explain m-shopping behaviour of Indian consumer durable¹ customers through the theoretical lens of consumer perceived risk and reasoned action. For deeper understanding of the role of perceived risk in m-shopping behaviour, the study evaluates whether attitude and intention fully mediate the effect of risk on behaviour. A representative dataset of 485 respondents was analysed through multi-analytic techniques of structural equation modelling and neural network analysis for examining the contribution of the determinants of m-shopping behaviour. The perceived risk was found to have direct effect on m-purchasing action, besides having indirect effect through attitude and intention. This research offers new insights into the role played by perceived risk during check-out from mobile shopping cart and contributes in explaining the gap between intention and actual buying action.

Keywords: reasoned action; mobile shopping; perceived risk; neural network; structural equation modelling; SEM; intention; attitude; perceived norm; India.

DOI: 10.1504/IJICBM.2022.127729

International Journal of Indian Culture and Business Management, 2022 Vol.27 No.4, pp.436 - 465

Received: 18 Apr 2021
Accepted: 28 Jul 2021
Published online: 15 Dec 2022 *

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