Students' behavioural intention towards mobile technology for online shopping
by V. Geetha
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 16, No. 1, 2025

Abstract: The younger generation of mobile technology is connected to mobile commerce (MC) in a digital communication mode. This study aims to assess aspects that influence the user's (students') behavioural intention on mobile shopping online. The variables are extracted from the unified theory of acceptance and use of technology (UTAUT) and technology acceptance model (TAM). Researcher choose five variables like performance expectancy, facilitating condition, price value, trust and behavioural intent are suitable for technology enhancement. This research utilises a quantitative approach using AMOS 22.0 software with a total of 250 participants using SPSS and covariance-based structural equation model (CB-SEM) technique. While the internal consistency analysis of all scales is reliable and valid, the findings show that the students' behavioural intention is positively impacted by trust and price value concepts. But, the performance expectancy and facilitating condition have an adverse impact on students' behavioural intention. This research contributes significantly to mobile communication studies by providing empirical evidence of student's behavioural intention on technology adoption in shopping via a mobile device.

Online publication date: Mon, 02-Dec-2024

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