Title: Predictors of the intention to adopt mobile tourism shopping among Malaysian consumers: a partial least squares-structural equation modelling (PLS-SEM) approach

Authors: Yao-Zu Liew; Pik-Yin Foo

Addresses: Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Kampar Campus), Jalan Universiti, Bandar Barat, Kampar, Perak, 31900, Malaysia ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Kampar Campus), Jalan Universiti, Bandar Barat, Kampar, Perak, 31900, Malaysia

Abstract: The main objective of this research is to investigate the predictors affecting the adoption of mobile tourism shopping among Malaysian consumers, which is an emerging new trend to shop for tourism products and services. Constructs from mobile technology acceptance model (MTAM), unified theory of acceptance and use of technology model (UTAUT) and theory of planned behaviour (TPB) were incorporated in the research model with the ultimate aim of investigating which factors have a significant impact on the adoption of mobile tourism shopping. Using empirical data from 271 completed responses and partial least squares-structural equation modelling (PLS-SEM) approach, only attitude, environment factor and mobile usefulness are significant with adoption. The findings of this research have provided practical and valuable insights to the hospitality industry by shedding light on which factors best serve as motivators for consumers to adopt mobile tourism shopping.

Keywords: MTAM; mobile technology acceptance model; mobile commerce; tourism; PLS-SEM; partial least squares-structural equation modelling; Malaysia.

DOI: 10.1504/IJMOM.2017.090175

International Journal of Modelling in Operations Management, 2017 Vol.6 No.4, pp.280 - 307

Received: 14 Oct 2017
Accepted: 21 Nov 2017
Published online: 02 Mar 2018 *

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