Asia Pacific Journal of Marketing and Logistics: Article Information

Asia Pacific Journal of Marketing and Logistics
Do consumers want mobile commerce? A closer look at M-shopping and technology

adoption in Malaysia
Ezlika M. Ghazali, Dilip S. Mutum, Jiu Hui Chong, Bang Nguyen,
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Ezlika M. Ghazali, Dilip S. Mutum, Jiu Hui Chong, Bang Nguyen, (2018) "Do consumers want
mobile commerce? A closer look at M-shopping and technology adoption in Malaysia", Asia
Pacific Journal of Marketing and Logistics, Vol. 30 Issue: 4, pp.1064-1086, https://doi.org/10.1108/
APJML-05-2017-0093
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APJML
30,4 Do consumers want mobile
commerce? A closer look at
M-shopping and technology
1064 adoption in Malaysia
Received 12 May 2017
Revised 15 November 2017
Ezlika M. Ghazali
11 April 2018 University of Malaya, Kuala Lumpur, Malaysia
Accepted 24 April 2018
Dilip S. Mutum
University of Nottingham – Malaysia Campus, Semenyih, Malaysia
Jiu Hui Chong
University of Malaya, Kuala Lumpur, Malaysia, and
Bang Nguyen
East China University of Science and Technology, Shanghai, China
Abstract
Purpose – Mobile shopping is expected to emerge as a new way of shopping as the Asia Pacific region
moves towards the digital era. It is important to understand factors that influence consumers’ intentions to
adopt this new shopping channel, especially in developing countries such as Malaysia where it has the fastest
growing mobile penetration rate in the world. The purpose of this paper is to integrate the Technology
Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), and includes additional variables
such as personal innovativeness (PI) and trust.
Design/methodology/approach – Empirical data from 453 consumers were tested against a proposed
model using partial least squares structural equation modelling.
Findings – Findings suggest that most of the constructs in the model (i.e. trust, perceived ease of use, perceived
usefulness, attitudes, PI and perceived behavioural control) influence a shopper’s intentions towards adopting
mobile shopping. For example, consumers’ attitudes towards M-shopping adoption is higher if a system is not
complex and easy to use; if consumers can easily pull out their mobile devices from their pockets to browse or
shop by using just one finger, without a complicated process, they tend to use M-shopping channels. In addition,
when mobile technology is user-friendly and free from mental effort, it creates positive perceptions that the
system is useful, developing stronger intentions for consumers to adopt this alternative.
Originality/value – Since M-shopping is a personalised activity that involves money transactions,
consumers are more cautious with adoption intentions, and do not follow social norms blindly. Thus, the
empirical evidence from Malaysian consumers contributes to literature with insights into their specific
m-shopping behaviour in this emerging market. In addition, from a theoretical perspective, the research model
in this study integrates both TAM and TPB to provide a holistic view of consumers’ M-shopping adoption
intentions in an emerging market, incorporating user-centric factors (i.e. trust and PI). An important finding
which differs from other studies is that the relationship between subjective norms and behavioural intention
to use M-shopping was not significant, which is contrary to the findings of previous studies. Moreover,
attitude was found to mediate the effect of PEOU and PU on consumer’s intention towards mobile shopping
adoption. The validated instrument would serve as a useful guideline for researchers during development and
refinement of studies on M-shopping.
Keywords Malaysia, Innovation, Mobile commerce, M-shopping, Technology adoption, Mobile shopping
Paper type Research paper
1. Introduction
Mobility has become the new way to drive innovation (Hou et al., 2016). Today, we see
Asia Pacific Journal of Marketing
and Logistics extensive developments of new services, such as mobile commerce, mobile social
Vol. 30 No. 4, 2018
pp. 1064-1086
networking and digital content with the advancement of smartphones and tablets, and
© Emerald Publishing Limited
1355-5855
growing broadband network supplication (Phonthanukitithaworn et al., 2016). Rapid
DOI 10.1108/APJML-05-2017-0093 technology migration to mobile has redefined consumers’ experiences with various aspects
of daily life, creating new business opportunities across markets (Chao et al., 2013). To seize M-shopping
the advantages of the new digital ecosystem, retail industries have attempted to capitalise and technology
on mobile channels to serve and connect with customers better. In congruence, various adoption in
mobile channels have been introduced in markets such as mobile banking, mobile payments
and mobile shopping (Liesse, 2007). Statistics suggest that the world is experiencing rapid Malaysia
growth in the mobile industry, with 3.6 billion mobile subscribers at end of 2014 (GSMA
Intelligence, 2015). Moreover, half of the world’s population already has mobile 1065
subscriptions, and the global penetration rate is expected to reach 60 per cent by 2020.
Notably, the Asia Pacific region had an increase in mobile penetration, which was more
significant in comparison to developed countries such as the USA and those in Europe that
have already reached a mature stage (GSMA Intelligence, 2015). In Malaysia, the World
Bank reports that the country recorded its highest penetration rate of 140 per cent,
surpassing the penetration rate for the USA (Teller, 2014); in other words, every Malaysian
citizen owns more than one mobile phone, on average.
Mobile shopping (M-shopping) has emerged as a new shopping channel for consumers in
line with rapid technology migration towards mobile-mediated transactions. Deloitte
Consulting estimates that USD$31bn worth of retail revenue will be transacted through
mobile channels by 2016 (Brinker et al., 2012). The ubiquity of M-shopping enables shopping
at any time and in any place, reshaping consumer experiences entirely in comparison to
conventional shopping at brick-and-mortar stores. For example, consumers no longer need
to be present at groceries stores to search for items to purchase, and they save time by not
having to queue to pay for them. Consumers make purchases easily with mobile devices
at any time and in any place, according to personal convenience. Prices offered through
M-shopping are also lower than those found in conventional stores due to lower transaction
costs (Wong et al., 2014). Thus, consumers enjoy savings not only financially, but also in
terms of time spent shopping, and the flexibility to shop according to personal preferences.
Hence, the importance of M-shopping cannot be understated.
Despite many advantages of M-shopping, use remains low in Malaysia, and Malaysian
consumers’ attitudes towards this channel remain unclear. This study investigates factors
that influence consumers’ intentions to adopt M-shopping. A few studies predict consumers’
intentions to adopt M-shopping, but there is no clear understanding of which factors affect
adoption intentions in the context of an emerging economy such as Malaysia. Extant
research focusses on the Technology Acceptance Model (TAM) and Theory of Planned
Behaviour (TPB) models to explore consumer behavioural intentions (BI) regarding
M-shopping (Gao et al., 2015; Kim et al., 2015; Wang et al., 2015; Yang, 2012; Qi et al., 2009),
and various constructs such as compatibility, convenient, connectivity, perceived
enjoyment, facilitating conditions, perceived risks and trust were added to the models to
increase predictive power (Wong et al., 2014; Yang, 2010). Consequently, interesting findings
have emerged from these studies. For example, some studies suggest that although
consumers have positive attitudes towards various mobile activities such as mobile
couponing, advertising, media, and social media, the majority does not possess positive
attitudes towards M-shopping (Celik, 2016; Rao et al., 2011; Xu et al., 2009; Barutcu, 2008).
Trust and personal innovativeness (PI) have been used broadly in a few studies, to extend
TAM when studying consumer behaviours concerning mobile commerce such as mobile
banking and payments, but have received less attention in M-shopping literature
(Duane et al., 2014; Liébana-Cabanillas et al., 2014; Gu et al., 2009; Lee et al., 2012; Yang and
Jolly, 2006). Thus, this study integrates TAM and TPB with PI and trust into a framework
to study M-shopping adoption intentions among Malaysian consumers.
This paper contributes to mobile literature variously, both theoretically and practically.
It advances a conceptual model that explores factors that affect consumers’ intentions
towards M-shopping in the Malaysian context. This study combines several factors that
APJML have been identified and tested empirically in extant research on e-commerce, M-commerce,
30,4 online shopping and mobile payments, which include trust, attitude (ATT), perceived ease
of use (PEOU), perceived usefulness (PU), PI, perceived behavioural control (PBC) and
subjective norm (SN), to investigate their influence on the willingness of Malaysian
consumers to use smartphones during M-shopping. An understanding of these factors will
have significant implications for M-shopping service providers when developing more
1066 sophisticated features, services, and applications that meet consumers’ expectations,
guiding M-shopping deployment strategies, information and marketing campaigns. It will
also help M-shopping service providers with building positive relationships with customers
in an M-commerce environment. Academically, additional knowledge about factors that
influence consumers’ intentions to adopt M-shopping in an emerging economy will help
researchers develop richer theoretical models.
2. Literature review
2.1 Mobile shopping
M-shopping occurs when any purchase-related activities are conducted using mobile
devices such as smartphones or tablets through mobile internet (Groß, 2015; Wang et al.,
2015; Ko et al., 2009). Consumer preferences for online shopping are shifting to mobile
shopping channels, and it has become popular for contemporary consumers to order and
pay for products using mobile device (Ahmad, 2013; Yang and Forney, 2013; Hung et al.,
2012). Transactions performed through M-shopping include purchasing consumer goods
and retail items, and payments for services such as hotel and airline ticket booking (Ozok
and Wei, 2010). The advantages of M-shopping such as ubiquity, convenience, mobility,
flexibility, personalisation, and dissemination have transformed conventional shopping
experiences from brick-and-mortar stores to a new level of shopping, during which
consumers are able to shop at any time and in any location according to their preferences
with only one touch on their mobile devices (Wong et al., 2014; Wu and Wang, 2005). This
new shopping trend has been recognised as a new business opportunity, and has garnered
attention from many retailers. For example, the largest Chinese online company, Taobao
and eBay from the USA have introduced mobile services to allow users to shop through
mobile phones (Gao et al., 2015).
2.2 Technology acceptance model and theory of planned behaviour

TPB is arguably the pre-eminent model which relates consumer attitudes to decisions. It is
designed “to predict and explain human behaviour in specific contexts” (Ajzen, 1991, p. 181).
Ajzen extended the theory of reasoned action (TRA), by adding a new variable “perceived
behavioural control”, to attitudes and subjectives norms (the TRA constructs). Perceived
behavioural control refers to the degree to which a person believes that they control any
given behaviour. TPB is based on the assumption that consumers’ behaviours are guided,
primarily, by their BI, which is determined jointly by PBC, SN and attitudes (Venkatesh
et al., 2003). The theory has been used to explain behaviours such as consumption of certain
diets, regular exercising, condom use, etc. (Azjen, 2002). Researchers have also adopted this
model to explain individual acceptance and use of IT such as mobile services, advertising
and shopping as well (Noor et al., 2013; Yang, 2012; Sun et al., 2010).
On the other hand, the TAM has been popular in recent decades when studying adoption
decisions regarding information technology (IT) (Chong and Shi, 2015). According to TAM,
IT use depends on attitudes towards innovations, which in turn affect intentions to use
them. The rationale behind TAM is that individuals react rationally when they want to
adopt new IT by relating intention decisions to PEOU and PU (Venkatesh et al., 2012).
If M-shopping is easy to use and results in positive performance, consumers will have
positive attitudes towards adoption of and intentions to use it in the future (Davis, 1993).
It has been used broadly in many empirical studies to predict consumers’ intentions in M-shopping
varying contexts such as the internet and mobile commerce, banking, and payment and technology
adoption (Agrebi and Jallais, 2015; Liao et al., 2007; Bruner and Kumar, 2005; Wu and Wang, adoption in
2005; Luarn and Lin, 2005; Van der Heijden et al., 2003; Moon and Kim, 2001; Igbaria et al.,
1997; Taylor and Todd, 1995; Davis, 1989). A more recent paper used an extended TAM to Malaysia
examine the adoption of wearable technologies (Chuah et al., 2016).
Despite broad use of TAM during research on IT adoption, some researchers have criticised 1067
it for offering only general information on an individual’s opinions of novel technology, without
considering individual characteristics, and assuming use is volitional without constraints
(Agarwal and Prasad, 1999; McMaster and Wastell, 2005). Therefore, it has been recommended
that more variables should be integrated into TAM to increase its explanatory power (Hu et al.,
1999). In literature, a few extended TAM models has been proposed.
Ajzen (1985) proposed extending TAM with constructs from TPB to predict consumer
behaviours across various IT systems. Since M-shopping relates closely to mobile commerce
and payments, it is an appropriate model to investigate consumers’ intentions towards
M-shopping. A few attempts have been made to integrate the two models with other
variables. For example, Mun et al. (2006) developed a model integrating TAM, TPB and
innovation diffusion theory to understand IT acceptance by professionals. Another study in
Singapore used TAM with PU, PEOU and attitudes to examine factors that affect mobile
commerce adoption (Yang, 2005). Thus, incorporating variables from TPB into
TAM is expected to provide a comprehensive understanding of consumer adoption
intentions of M-shopping.
In the context of mobile payment, few other studies have used modified TAM models.
For example, Kim and Lee used an extended TAM model to examine intention to use mobile
payment. However, their study did not examine the effects of trust, attitudes or SN
constructs. Moreover, in their conceptual model, they examined the effect of innovativeness
on PEOU but not the direct effect on intention. Schierz et al. (2010) also used another
extended TAM model to explain consumer acceptance of mobile payment services. Their
study looked at the relationship between SN and attitudes but did not examine the effect of
SN on intention. On the other hand, Yang et al. (2012) used a construct called social
influences, made up of SNs and image. A few other studies have extended TAM using trust
and PI to predict the acceptance of M-commerce and mobile payments in various contexts
(Sellitto, 2015; O’Reilly et al., 2012; Wu and Wang, 2005). Thus, the current conceptual model
integrates the original TAM and TPB models, with additional constructs of trust and PI to
examine Malaysian consumers’ intentions to use M-shopping (refer to Figure 1).
3. Hypotheses and research model development

3.1 Trust
Trust is a subjective belief that a party will fulfil its obligations in a situation in which a
trustor is subject to higher uncertainty and greater risk of loss of control (Lu et al., 2011;
Zhou, 2013). Many extant studies identify trust as a determinant of BI in information system
(Lee et al., 2015; Luo et al., 2010; Lin and Wang, 2006). In an M-shopping context, trust
represents a retailer’s attitudes towards keeping a customer’s interest in mind, rather than
self-benefitting, and can be measured using the availability of a vendor’s skills and abilities
to fulfil its tasks, and its ability to keep promises and not deceive its customers.
The common perception of distrust towards M-commerce is due primarily to distrust of
mobile vendors and mobile payment systems themselves, where there is doubt of product
quality since purchases are performed without visual inspection of tangible products.
M-shopping appears to involve greater risk and uncertainty due to vulnerability of mobile
networks in comparison to online shopping (Chen, 2013; Chen and Lan, 2014; Morosan, 2014;
Zhou, 2013). Mobile shoppers are also concerned about security and privacy issue such as
APJML Trust1
30,4 Trust2
Trust3
Trust4
0.19*
Trust
(2.358)
Trust5
PEOU1
1068 PEOU2
INT1
0.614 INT2
ATT1 ATT2 ATT3 ATT4 ATT5
PEOU3 INT3
Mobile
PEOU4 Shopping
Perceived Intention (INT)
PEOU5 0.21*** 0.183**
Ease of Use
(3.837) (2.734) 0.357***
(PEOU)
0.584 (6.608)
PU1 0.765***
(32.479) PBC1
PU2
Attitude PBC2
0.592*** 0.138*
(ATT)
PU3 0.585 (11.105) (2.392)
PBC3
Perceived
PU4
0.035 ns Behavioural
Perceived (0.825) Control
Usefulness (PBC)
(PU)
Personal Subjective
Innovativeness Norm (SN)
(PI)
PI1 PI2 PI3 PI4 SN1 SN2 SN3 SN4
Figure 1. Notes: SEM, Structural equation modelling; ATT, attitude; INT, intention; PBC, perceived
Overview of
SEM model behavioural control; PEOU, perceived ease of use; PI, personal innovativeness; PU, perceived
usefulness; SN, subjective norm. *p < 0.05; **p < 0.01; ***p < 0.001
potential disclosure of credit card accounts and password information to unauthorised

parties (San-Martín et al., 2013). Thus, perceived risk and security issues influence the trust
of mobile shoppers, and affects their intentions to engage in M-shopping. Research suggests
that lack of trust is a primary reason that prohibits consumers from shopping online and
performing electronic transactions (Liu et al., 2005). Many studies of electronic and mobile
commerce suggest that trust correlates with BI, and is a necessary component of adoption
behaviours (Kim et al., 2008; Tsu Wei et al., 2009; Wang et al., 2006; Zhang et al., 2012). Hung
et al. (2012) use trust as a determinant of M-shopping continuance in Taiwan. Reflecting
increasing importance of trust regarding many IT acceptances, we integrate trust into a
model to examine Malaysian consumers’ M-shopping intentions. Thus:
H1. Trust positively influence consumers’ intention to adopt mobile shopping.
3.2 Perceived ease of use

PEOU represents the degree to which a person believes that using a system is free from
physical and mental effort (Davis, 1989; Van der Heijden et al., 2003); it reflects effort
involved in learning and using technology, and is a contributor to acceptance of new
technologies (Moore and Benbasat, 1991). Davis (1989) explain that PEOU contributes to
consumers’ attitudes through self-efficacy and instrumentality. Self-efficacy is a primary
factor of intrinsic motivation towards behaviours, while instrumentality refers to the
improvement in PEOU that contributes to increased performance through usefulness
(Liébana-Cabanillas et al., 2014; Wang et al., 2003). Consumers are more likely to adopt a new
system when they perceive it is easy to learn and use (Pikkarainen et al., 2004).
Extant research indicates that PEOU has been used to study acceptance of IT such as
mobile payments (Kim et al., 2010; Schierz et al., 2010), commerce (Yang, 2005) and shopping M-shopping
(Wong et al., 2012). Attitudes (ATT) are defined as behavioural beliefs about technology and technology
adoption, and represent consumers’ positive or negative feelings about engaging in a adoption in
behaviour (Ajzen and Fishbein, 1980). Therefore, it is highly likely that PEOU would also
influence attitudes towards M-shopping in Malaysia: Malaysia
H2. PEOU positively influence consumers’ attitude towards mobile shopping.
1069
3.3 Perceived usefulness
PU is a subjective perception that a technology is useful, which can enhance job
performance (Davis, 1989; Ven der Heijden et al., 2003). Research suggests that an individual
is more likely to accept new technology if he/she perceives that the activities associated with
it will deliver better performance (Mallat, 2007; Vijayasarathy, 2004). For example, Chuah
et al. (2016) showed that usefulness was one of the main drivers of smartwatch adoption.
An online survey in Korea that examined M-internet adoption intentions, and another study
on e-learning acceptance in a high-tech firm, found strong, positive effects of PU on BI
(Ho Cheong and Park, 2005; Ong et al., 2004). When consumers perceive that M-shopping
helps with their overall shopping experience as they are not being constrained by physical
location and time, the perception is expected to generate positive feelings towards
M-shopping. Since the literature consistently suggests a positive relationship between PU
and consumers’ attitudes towards IT, we hypothesise:
H3. PU positively influence consumers’ attitude towards mobile shopping.
PU is also influenced by PEOU because any new technology is perceived as more useful if it
is easier to use (Venkatesh and Davis, 2000). Easy access to M-shopping sites from one’s
own mobile device would assist consumers with achieving shopping goals (Yang, 2010).
A user-friendly M-shopping site makes consumers perceive M-shopping as useful,
enhancing their shopping experience (Yang, 2010). Several studies provide empirical
support for a positive relationship between PEOU and PU, and their influence on ATT
during new IT adoption (Chen, 2008; Kim et al., 2010; Van der Heijden et al., 2003; Wang
et al., 2003). Therefore it is hypothesised that:
H4. PEOU positively influence PU of mobile shopping.
3.4 Attitudes
A positive relationship between attitudes and intentions to use new technology has been
validated in many extant studies, where PEOU and PU are antecedents to determining
consumers’ attitudes towards adoption (Kang et al., 2006; Bauer et al., 2005; Yang and Yoo,
2004; Ajzen and Fishbein, 1980). Yang (2012) showed that attitudes are a strong determinant
in a study of consumer technology traits during M-shopping adoption. Therefore, it is also
highly likely that consumers’ intention to adopt mobile shopping are positively and directly
influenced by attitudes towards M-shopping:
H5. Consumers’ attitudes positively influence intention to adopt mobile shopping.
3.5 Personal innovativeness

PI represents a consumer’s willingness to try new IT (Agarwal and Prasad, 1998).
Individuals with the PI trait are capable of handling high improbability, and can cope with
uncertainty better since they are more willing to accept new technology (Rogers, 1995).
Innovative consumers perceive fewer dangers while exploring and seeking new ideas
( Joseph and Vyas, 1984; Lu et al., 2003). Such consumers are more willing to welcome
APJML opportunities to use M-shopping as a new shopping channel. These consumers, who usually
30,4 represent early adopters of innovation, often become sources of opinions on innovation
among peers (Duane et al., 2014). PI has been used to predict consumer adoption of internet
shopping in many extant studies (Varma Citrin et al., 2000). PI affects internet shopping
behaviours both directly and indirectly through consumers’ attitudes and intentions
(Limayen et al., 2000). Tan et al. (2014) and Slade et al. (2013) found that PI predicts mobile
1070 payment adoption intentions positively in Malaysia and the UK, respectively. Pagani (2004)
suggests that consumers’ PI influences attitudes towards mobile services acceptance. In a
recent study on consumer acceptance of mobile services, Zarmpou et al. (2012) found that PI
has the strongest effect on consumers’ BI. Thus:
H6. PI positively influence consumers’ intention to adopt mobile shopping.
3.6 Subjective norms

SN are normative beliefs influenced by social pressures regarding decisions to adopt new
technology (Young and Kent, 1985). In the context of this study, SN are defined as an
individual’s perceptions that most of the people who are important to him/her think that
he/she should or should not shop using mobile phone (Fishbein and Ajzen, 1975; Venkatesh
and Davis, 2000). One study of mobile service adoption intentions in Norway suggests that
SN are strong determinants of adoption behaviours due to normative pressures from
superiors and friends (Nysveen et al., 2005). Wong et al. (2012) found that SN have the
strongest influence on BI when adopting mobile learning in Malaysia. A recent study of
mobile payment service adoption corroborates that SN influence Thai consumers’ adoption
intentions (Sellitto, 2015). Bauer et al. (2005) and Khan and Allil (2010) found similar results,
suggesting SN are determinants of consumers’ intentions to adopt mobile advertising.
Socialisation forces associated with a desire to follow referent group norms frequently
influence consumers’ adoption of new technology, and thus SN direct group members to
engage in expected behaviours (Kim et al., 2011; Kulviwat et al., 2009). Researchers have also
observed that consumers recommend products to others when they are satisfied, and
referent group suggestions represent credible sources that influence consumers’ adoption
intentions (Yang, 2012). Yang et al. (2012) also showed that the intention to adopt mobile
payment services was directly and positively affected by social influences, made up of SNs
and image. Individuals follow normative beliefs when adopting new IT, so:
H7. SNs positively influence consumers’ intention to adopt mobile shopping.
3.7 Perceived behavioural control

PBC is an individual’s belief that he/she has control over behaviours (Ajzen, 1985), including
perceptions of performing some behaviours easily like using resources and knowledge to
use technology (Taylor and Todd, 1995). When consumers perceive that they have the
capability to control a task’s process, positive feelings boost their confidence about
outcomes, increasing acceptance of new technology (Bateson and Hui, 1987). When
consumers perceive lack of control when using new technology, negative feelings reduce
acceptance (Hoffman et al., 1999). During M-shopping, PBC represents the extent to which
consumers possess sufficient knowledge and infrastructure, including availability of a
smartphone, mobile internet, and service capability, to support M-shopping transactions
and use (Yang, 2012). According to Nysveen et al. (2005), PBC has a positive relationship
with intentions to use mobile services, regardless of gender and age. PBC has also been
found empirically to have a significant relationship with consumers’ intentions towards
acceptance of mobile text-messaging advertisements (Beneke et al., 2010). Extant research
on consumer technology traits to determine M-shopping adoption corroborates that PBC M-shopping
correlates positively with consumers’ BI (Yang, 2012). Thus: and technology
H8. PBC positively influence consumers’ intention to adopt mobile shopping. adoption in
Malaysia
4. Methodology
Partial least squares structural equation modelling (PLS-SEM) was used to test the 1071
hypotheses, and validity and reliability of the measures, using Smart PLS 3.0. PLS-SEM is
a variance-based, linear model that does not require data normality, and allows
simultaneous exploration of both measurement and structural models (Hair et al., 2014;
Teo et al., 2015). The method was selected because it allows simultaneous analysis of all
relationship in the research model by combining multiple regression and factor analysis,
and allows both observed and latent variables (LV ) to be analysed concurrently to assess
overall statistical fit (Mathieu and Taylor, 2006; Tabachnick and Fidell, 2007). Extant
research suggests that PLS-SEM is appropriate for theory testing during early stages of
development, and is suitable for handling complex models with large data sets (Fornell
and Bookstein, 1982). Since M-shopping is a new extension of IT, and multiple variables
were integrated into a model, PLS-SEM is a suitable analytical tool to examine the
relationships and significance of each variable. We first explore measurement of an outer
model, relating measurement variables to LV, followed by analysis of an inner (structural)
model, relating LVs to each other (Chatelin et al., 2002; Henseler and Fassott, 2010;
Tenenhaus et al., 2005).
4.1 Data collection

Prior to the survey, a pre-test was conducted on ten randomly selected participants to
examine the clarity of statements/items on the questionnaire. Only minor changes were
made due to spelling errors, following careful consideration. Non-probability convenience
sampling was employed, and the survey was administered over 12 weeks by visiting
universities for distribution of paper surveys, and e-mail-surveys from December 2015
through February 2016. Target respondents were young working adults and university
students since young people represent the largest mobile device user group in Malaysia,
according to a study from Malaysian Communications and Multimedia Commission (Wong
et al., 2014). In total, 525 respondents participated in the survey, with 453 completed and
valid responses, a response rate of 86.3 per cent.
The first section of the survey included a pre-screening question to investigate respondents’
experiences with M-shopping. To ensure perceptions were based on direct behavioural
experiences with the object, only respondents who had previously used M-shopping were
included during analysis. The second section included 33 items to measure various factors that
affect M-shopping intentions (i.e. Trust, PEOU, PU, ATT, PI, SN, PBC and INT). All items
exhibited high internal consistency, and were validated in previous studies. The respective
sources of extant literature are listed in Table I, and scale items used were modified for testing in
an M-shopping context. All constructs were measured using a seven-point Likert-type scale,
ranging from strongly disagree (1) to strongly agree (7). The last section pertained to participant
demographics. Respondents’ attributes are described in Table I.
4.2 Data analysis

4.2.1 Respondent profile. Demographic profiles for respondents presented in Table II
indicate that 40.8 per cent were male 59.2 per cent female. The majority (70.6 per cent) was
between 22 and 33 years old. About 62.3 per cent were single and 36.4 per cent married.
In terms of academic qualifications, about 82.5 per cent held Bachelor’s degrees or above,
30,4
1072
Table I.
APJML
Construct and
questionnaire sources
Constructs Items Sources
Trust Trust1: M-shopping vendor is trustworthy Lee (2005), Pavlou (2002)

Trust2: M-shopping vendor keep their promises and commitment
Trust3: M-shopping keep customer’s interest in mind
Trust4: M-shopping is responsible
Trust5: In general, I trust M-shopping
Perceived ease of use PEOU1: Learning to use M-shopping is easy for me Davis (1989), Venkatesh and Bala (2008)
PEOU2: Using M-shopping do not required mental effort
PEOU3: Making purchase of what I want through M-shopping is easy
PEOU4: It is easy to use M-shopping in the way that I want it to do
PEOU5: My interaction with M-shopping is clear and understandable
Perceived usefulness PU1: Using M-shopping help me accomplished my purchase more quickly Davis (1989)
PU2: Using M-shopping make my life easier
PU3: Using M-shopping increase efficiency of making my purchase
PU4: In general, using M-shopping is useful for me to make purchase
Attitude ATT1: Using M-shopping is a good idea Goldsmith (2002), Shih and Fang (2004), Nysveen et al.
ATT2: Using M-shopping is wise (2005)
ATT3: Using M-shopping is beneficial
ATT4: I feel positive about shopping using mobile devices
ATT5: Generally I am favourable towards M-shopping
Personal innovativeness PI1: I am curious about M-shopping Agarwal and Prasad (1998), Goldsmith and Flynn
PI2: I would like to try my purchase of products or services using M-shopping
PI3: I am the first to explore M-shopping among my peers
PI4: Generally, I would like to accept the idea of purchase through M-shopping
Subjective norm SN1: People who are important to me would recommend to use M-shopping Venkatesh et al. (2003), Tan et al. (2012), Taylor and Todd
SN2: People who are important to me would find using M-shopping is beneficial (1995)
SN3: People who are important to me would find using M-shopping is a good idea
SN4: People who are important to me think that I should use M-shopping
Perceived behavioural PBC1: I have mobile device with internet access for shopping Ajzen (1991), Taylor and Todd (1995)
Control PBC2: I would make purchase using mobile device given the available resources and
opportunity
PBC3: It would be easy for me to use mobile device for shopping
Intention INT1: I intend to use M-shopping in next few months Venkatesh et al. (2012)
INT2: I predict that I would use M-shopping in next few months
INT3: I plan to use M-shopping in next few months
Notes: ATT, attitude; INT, intention; PBC, perceived behavioural control; PEOU, perceived ease of use; PI, personal innovativeness; PU, perceived usefulness; SN,
subjective norm
Variables Frequency Per cent Variables Frequency Per cent
M-shopping
and technology
Gender Marital status adoption in
Male 185 40.8 Single 282 62.3
Female 268 59.2 Married 165 36.4 Malaysia
Widower/Divorcee 6 1.3
Age Academic qualification 1073
Less than 21 27 6 Doctoral degree 2 0.4
22 to 27 108 23.8 Master degree 102 22.5
28 to 33 212 46.8 Bachelor degree 270 59.6
34 to 38 55 12.1 Certificate/Diploma 67 14.8
39 to 44 41 9.1 Secondary or Lower 12 2.7
45 to 50 6 1.3
More than 50 4 0.9
Monthly income Product purchased by M-shopping
Less than RM2,000 21 4.6 Fashion and accessories 180 39.7
RM2,001 to RM3,500 99 21.9 Books 54 11.9

RM3,501 to RM5,000 121 26.7 Airline Tickets 207 45.7
RM5,001 to RM6,500 55 12.1 Online coupon and voucher 158 34.9
RM6,501 to RM8,000 31 6.8 Electronic gadget 91 20.1
More than RM8,001 51 11.3 Movie ticket 283 62.5
Not applicable 75 16.6 Baby and children product 30 6.6
Personal care and perfume 56 12.4
Own smartphone
Yes 450 99.3
No 3 0.7
M-shopping experience Table II.
Yes 340 75.1 Demographic profile
No 113 24.9 of respondents
and the remaining 17.5 per cent held a diploma, certificate, or lower. Classifying monthly
incomes, about 67.5 per cent were earning RM2,001 to RM8,000 per month, and 11.3 per cent
more than RM8,001. In total, 450 (99.7 per cent) owned a smartphone, and 75.1 per cent had
experience with M-shopping. Various ranges of products were acquired through
M-shopping, including movie tickets (62.5 per cent), airline tickets (45.7 per cent), fashion
and accessories (39.7 per cent), online-coupons and vouchers (34.9 per cent), electronic
gadgets (20.1 per cent), personal care and perfume products (12.4 per cent), books
(11.9 per cent) and baby and children’s products (6.6 per cent).
4.2.2 Reliability. The first criterion used to assess the measurement model was
reliability. It is possible to assess internal consistency through Cronbach’s α or composite
reliability, but Barclay et al. (1995) suggests that composite reliability is more appropriate
since it is not influenced by the number of items in each scale, and uses item
loadings extracted from the causal model. A value greater than 0.7 is satisfactory for both
methods (Bagozzi, 1994; Nunnally, 1978). Table III shows reliability test results, where
Cronbach’s α and composite reliabilities both had values greater than 0.9, indicating that
the measurement model was reliable.
Individual reliability of the indicators was measured using expectation of LV variance,
which should explain at least 50 per cent of the indicator’s variability (Hair et al., 2014). Hair
et al. (2014) suggest that outer loadings of manifest variables should be greater than 0.708.
Factor loadings are shown in Table III, where all indicators loaded greater than 0.708. Based
on the two tests, the indicators were reliable.
APJML Construct Items Loading α CR
30,4
Attitude ATT1 0.913 0.949 0.961
ATT2 0.902
ATT3 0.898
ATT4 0.931
ATT5 0.916
1074 Intention INT1 0.955 0.944 0.964
INT2 0.966
INT3 0.924
Perceived behavioural control PBC1 0.922 0.905 0.940
PBC2 0.938
PBC3 0.888
Perceived ease of use PEOU1 0.862 0.918 0.939
PEOU2 0.740
PEOU3 0.916
PEOU4 0.908
PEOU5 0.906
Personal innovativeness PI1 0.723 0.858 0.903

PI2 0.873
PI3 0.855
PI4 0.889
Perceived usefulness PU1 0.926 0.943 0.959
PU2 0.930
PU3 0.924
PU4 0.918
Subjective norm SN1 0.930 0.943 0.959
SN2 0.937
SN3 0.941
SN4 0.888
Trust Trust1 0.898 0.930 0.947
Trust2 0.900
Trust3 0.832
Trust4 0.902
Trust5 0.887
Table III. Notes: ATT, attitude; INT, intention; PBC, perceived behavioural control; PEOU, perceived ease of use; PI,
Factor analysis personal innovativeness; PU, perceived usefulness; SN, subjective norm; α, Cronbach’s α; CR, composite reliability
4.2.3 Validity. During statistical analysis, construct validity can be measured using
convergent and discriminant validity. The first criterion for a validity test is to examine the
convergent validity; the construct must produce the same outcome regardless of the use of
various approaches (Leong et al., 2013). In PLS-SEM, average variance extracted (AVE) is a
common method to test convergent validity. Table IV shows AVEs for all constructs.
All values were greater than 0.5, indicating that each LV explained more than 50 per cent of
their respective indicator’s variance, on average, and suggesting sufficient convergent
validity (Bagozzi, 1994; Hair et al., 2012). The second criterion for construct validity is
assessed through discriminant validity, which examines patterns of indicators for a
construct in comparison to another construct’s indicators.
Two approaches were used to assess the constructs’ discriminant validity. First, the
patterns of indicators’ outer loadings with cross-loadings on other indicators were
examined. If outer loadings of a construct are higher than cross-loadings with all other
constructs, discriminant validity is present. Results demonstrate that the indicators for each
construct had higher loadings on their own constructs than on any others, suggesting
discriminant validity.
Construct Mean SD AVE ATT INT PBC PEOU PI PU SN Trust
M-shopping
and technology
ATT 4.90 1.25 0.832 0.912 adoption in
INT 4.58 1.53 0.899 0.697 0.948
PBC 4.97 1.30 0.839 0.725 0.719 0.916 Malaysia
PEOU 5.05 1.31 0.755 0.663 0.576 0.669 0.869
PI 4.53 1.34 0.702 0.757 0.653 0.675 0.535 0.838
PU 5.12 1.22 0.854 0.752 0.641 0.714 0.765 0.643 0.924 1075
SN 4.17 1.34 0.854 0.654 0.555 0.600 0.477 0.618 0.537 0.924 Table IV.
Trust 4.47 1.18 0.782 0.671 0.630 0.605 0.626 0.599 0.638 0.531 0.884 Construct
Notes: ATT, attitude; INT, intention; PBC, perceived behavioural control; PEOU, perceived ease of use; PI, cross-correlation
personal innovativeness; PU, perceived usefulness; SN, subjective norm; AVE, average variance extracted matrix
Henseler et al. (2015) propose a new approach – Heterotrait-Monotrait – to examine

discriminant validity. The approach is a straightforward estimation of correlations between
constructs, which parallels dis-attenuated construct correlation. Table V shows that all
constructs had correlation values less than the threshold of 0.85, and thus discriminant
validity was likely (Henseler et al., 2015). In summary, the model demonstrated adequate
reliability, and convergent and discriminant validity.
4.2.4 Structural model analysis. A hypothesis model was tested using structural
equation modelling (refer to Figure 1). The central criterion to evaluating the structural
model is total variance explained, or R 2 of the dependent variable. The R 2 of the model was
0.614, indicating that the model explained 61.4 per cent of the construct’s variance. Thus,
M-shopping intentions were explained moderately by trust, PEOU, PU, ATT, PI and PBC
(Chin, 1998; Hair et al., 2014). PEOU and PU jointly explained 58.4 per cent of the attitudes.
According to Müller and Gaudig (2010), a good practice for reporting the predictive
validity of the research model is to report effect size ( f 2) and predictive relevance (Q 2)
besides explained variance (R 2). These are given below.
4.2.5 Effect size, f 2. The study explores changes in R 2 to investigate the substantive
influence of each independent construct on the dependent construct using the effect size ( f 2)
technique. Changes to R 2 were calculated by estimating the PLS path model twice, the first
time with exogenous LV included, and a second time excluding the LV. The Effect Size f 2, is
the change in R 2 value when a specified construct is omitted from the model and is used to
evaluate the impact of the excluded variables (ATT, PBC, PI, SN and Trust) on the
endogenous construct (INT). Table VI presents a summary of results on the effect size test.
Cohen (1988) proposes guideline to access f 2, where values of 0.02, 0.15 and 0.35 represent
small, medium and large effects, respectively while effect size values lower than 0.02
Construct ATT INT PBC PEOU PI PU SN Trust
ATT
INT 0.735
PBC 0.778 0.774
PEOU 0.701 0.610 0.724
PI 0.827 0.714 0.746 0.580
PU 0.794 0.680 0.772 0.812 0.703
SN 0.690 0.588 0.648 0.508 0.683 0.568
Trust 0.713 0.671 0.656 0.671 0.662 0.681 0.566
Notes: ATT, attitude; INT, intention; PBC, perceived behavioural control; PEOU, perceived ease of use; PI, Table V.
personal innovativeness; PU, perceived usefulness; SN, subjective norm; HTMT, Heterotrait-Monotrait HTMT test
APJML indicates that there is no effect. Thus, the results show that the effect size of PBC was
30,4 considered as medium ( f 2 ¼ 0.135), while all other variables, namely, attitudes, PI and
trust – had a small effect (0.026, 0.018, and 0.047, respectively). This indicates that PBC had
the biggest effect on INT among all the LV.
4.2.6 Predictive relevance Q 2. The Stone and Geisser Q 2 test is used to evaluate the
predictive relevance of a structural model. Q 2 is calculated using the blindfolding procedure
1076 by the PLS software and reflects an index of goodness of reconstruction by model and
parameter estimations. Q 2 values greater than zero indicates that the model has predictive
relevance for a certain endogenous construct. On the other hand, values lower than 0
indicate lack of predictive relevance. Table VII shows Stone–Geisser’s Q 2 for the
endogenous constructs are 0.485, 0.54 and 0.499 for Attitude, Intention and PU, respectively,
indicating acceptable predictive relevance.
4.2.7 Hypotheses testing. The bootstrapping resampling technique in Smart PLS enables
testing of the statistical significance of path coefficients. Evaluation of the structural model
is illustrated in Figure 1, which shows that all path coefficients were significant. PEOU
( β ¼ 0.21, ρo0.001) and PU ( β ¼ 0.592, ρo0.001) had positive influences on consumers’
attitudes, supporting H2 and H3.

PBC had the strongest positive effect on consumers’ adoption intentions ( β ¼ 0.357,
ρo0.001), followed by trust ( β ¼ 0.19, ρo0.05), ATT ( β ¼ 0.183, ρo0.01), and PI
( β ¼ 0.138, ρo0.05). Thus, H1, H5, H6 and H8 were supported. PEOU correlated with PU
( β ¼ 0.765, ρo0.001) positively, supporting H3. However, there was no relationship
between SN and BI, and thus H7 was not supported.
4.2.8 Analysis of mediating effect. The application of bootstrapping (5,000 resamples)
allows testing for mediation (Hair et al., 2014) and results is showed in Table VIII. If the
indirect effect of the relationship is significant when including mediator, the mediator
absorbs some of the indirect effect. The variance accounted for (VAF) determines the size of
the indirect effect in relation to total effect mediation, indicating the strength of mediation.
Hair et al. (2014) suggested that VAF above 80 per cent can assume a full mediation, VAF in
between 20 to 80 per cent represents partial mediation, while VAF less than 20 per cent
indicates no mediation take place. When adding mediators, PEOU ( β ¼ 0.099, t ¼ 3.264,
Construct f2 Effect
ATT 0.026 Small

PBC 0.135 Medium
PI 0.018 Small
SN 0.002 –
Trust 0.047 Small
Table VI. Notes: f 2, effect size; ATT, attitude; PBC, perceived behavioural control; PI, personal innovativeness; SN,
Effect size test subjective norm
P P
Construct SSO SSE Q2
ATT 2,265.00 1,166.77 0.485

INT 1,359.00 629.485 0.54
Table VII. PU 1,812.00 906.983 0.499
P P
Blindfolding test for Notes: SSO, sum of the squared observations; SSE, sum of the squared prediction errors; Q 2, predictive
predictive relevance relevance; ATT, attitude; INT, intention; PU, perceived usefulness
p o0.001, VAF ¼ 48.5 per cent) and PU ( β ¼ 0.28, t ¼ 6.564, p o0.001, VAF ¼ 57.7 per cent) M-shopping
both show significant indirect effect. Therefore attitude partially mediates the effect of and technology
PEOU and PU on consumer’s intention towards mobile shopping adoption. adoption in
5. Discussion
Malaysia
TAM and TPB were employed in this study to determine driving factors of M-shopping
intentions in Malaysia. Along with PEOU, PU, and attitudes drawn from TAM, SN 1077
and PBC extracted from TPB, and additional constructs such as trust and PI, were
added to the model to increase predictive power. Results suggest that all variables,
excepting SN, predict M-shopping adoption intentions. Findings also show that PEOU
and PU explain consumers’ attitudes towards M-shopping. Consumers’ attitudes towards
M-shopping adoption is higher if a system is not complex and easy to use; if consumers
can easily pull out their mobile devices from their pockets to browse or shop by using just
one finger, without a complicated process, they tend to use M-shopping channels. PEOU
was found to have a strong, positive relationship with PU. When mobile technology is
user-friendly and free from mental effort, it creates positive perceptions that the system
is useful, developing stronger intentions for consumers to adopt this alternative. This
finding accords with many extant studies of IT; when consumers perceive that a system is
easy to use, it helps them achieve their goals more easily, and hence increases adoption
tendencies (Carlos Roca et al., 2009; Wong et al., 2014). Consumers intend to use
M-shopping if they believe that using this alternative is useful, helping them increase
gains during shopping by minimising shopping time, and receiving personalisation and
preferred product information. Its characteristic of being personal and interactive, and
offering the capability of communicating directly with retailers, is another advantage of
M-shopping’s usefulness. The flexibility for consumers to access M-shopping at any time
and in any location is an added advantage to the usefulness of the system, driving
consumers’ intentions to adopt it. Findings accord with extant studies of M-shopping
adoption in the USA, where both utilitarian and hedonic PU have positive relationships
with consumers’ attitudes towards adoption (Yang, 2010). They are also consistent with
findings from Lu and Su in a study of factors that influence purchasing intentions on
M-shopping websites, where PU affected consumers’ purchasing intentions. Thus,
perceptions of M-shopping as being a useful shopping channel play a role in determining
adoption behaviours. Our results also show significant mediating role of ATT to PEOU
and PU in the research model. Thus, attitude accounts for some, but not all, of the
relationship between PEOU and PU, and consumer’s intention towards mobile
M-shopping adoption.
Findings suggest that trust affects consumers’ intentions towards M-shopping
adoption; it increases consumers’ perceived control and helps create positive perceptions
of M-shopping, and indirectly increases confidence in M-shopping adoption. Consistent
with extant studies on M-commerce adoption, trust affects consumers’ BI (Gu et al.,
2009). Kim et al. (2008) argue that consumer trust has a strong, positive effect on
purchasing intentions regarding electronic commerce in the USA. Current findings
suggest that PI affects consumers’ intentions towards M-shopping adoption. A positive
Direct effect Indirect effect Total effect VAF (%) Interpretation
PEOU – ATT – INT 0.105* 0.099*** 0.204*** 48.50 Partial mediation

PU – ATT – INT 0.206*** 0.28*** 0.485*** 57.70 Partial mediation Table VIII.
Notes: VAF, variance accounted for; PEOU, perceived ease of use; PU, perceived usefulness; ATT, attitude; Analysis of
INT, intention. *p o0.10; **po 0.05; ***po 0.01 (two-tailed test) mediating effect
APJML relationship between PI and BI corroborates results in extant studies regarding various
30,4 applications of technology acceptance (Goldsmith, 2000; Limayen et al., 2000; Varma
Citrin et al., 2000). Aldás-Manzano et al. found that PI drives M-shopping acceptance
among Spanish consumers. Consumers with the PI characteristic are more willing to
accept M-shopping as a new channel of purchasing, making them sources of opinions for
peers. A positive influence on adoption intentions has also been found in other IT
1078 studies, including those that assess mobile payments in Malaysia and the UK (Slade
et al., 2013; Tan et al., 2014).
PBC was found to have a positive relationship with M-shopping intentions. The
intention to use M-shopping increases when consumers perceive they have control over
shopping using mobile devices. Findings accord with extant literature that examines
consumers’ intentions towards mobile text-message advertisements (Beneke et al., 2010).
They also agree with findings from Yang (2012) in a study of consumer technology traits
during M-shopping adoption; when consumers perceive they have control over using
mobile technology, anxiety reduces, enhancing intentions to use a system. One of the
interesting results of this study was that the relationship between SN and consumers’
intentions towards M-shopping adoption was not significant. Influences through

socialisation do not appear to affect consumers’ intentions to adopt M-shopping in
Malaysia, contradicting a previous research on M-shopping adoption among young
consumers in Malaysia (Wong et al., 2012), which suggested that SN has the strongest
influence on adoption intentions. This is also quite different from the findings of Yang
et al. (2012) which showed that social influences (in the form of SN and image) had a
positive effect on the intention to adopt mobile payment services. The current findings
might be due to the generalisation of mobile device use in Malaysia, where most of the
respondents already owns mobile devices and had experience with M-shopping.
Thus, opinions from others were less likely to affect adoption intentions in this context.
Since M-shopping is a personalised activity that involves money transactions, consumers
are more cautious with adoption intentions, and do not follow social norms blindly.
Moreover, the finding is in line with that of Dishaw and Strong (1999) who indicated that
SNs were not important in understanding individual choices to use IT. Another study in
Malaysia looking at organic products using a modified TPB model, also found that SNs
did not influence intention to re-purchase (Ghazali et al., 2017).
Finally, from a theoretical perspective, the research model in this study integrates TAM
into TPB to provide a holistic view of consumers’ M-shopping adoption intentions in an
emerging market, incorporating user-centric factors (trust and PI). The validated instrument
is useful to serve as a guideline for researchers during development and refinement of
M-shopping study.
6. Managerial implications
Results from this study provide valuable information on user behaviours regarding
M-shopping adoption in Malaysia. M-shopping service providers can design and develop
more sophisticated and effective M-shopping services based on the findings to deliver
value to consumers and attract adoption. Since PEOU and PU had significant effect on
consumers’ attitudes, M-shopping providers and marketers should emphasise
user-friendly features on their shopping apps and ensure that all services and features
on an M-shopping site or app are sufficiently easy to use through usability pretesting.
A useful M-shopping website would help shoppers search for items quickly, providing
them with full, detailed information about items and allowing them to accomplish efficient
purchase transactions. It is important for M-shopping designers to examine the
functionality and usability of mobile sites from customers’ perspectives, and provide
M-shopping services that are easy to access and navigate.
Since PBC affects M-shopping intentions positively, developers should reduce the M-shopping
complexity of M-shopping website/apps. When a mobile technology is less complex, and technology
consumers experience less anxiety and perceive more control when using it, and hence adoption in
increase use of the system. Thus, website/app developers should reduce affective barriers
created by consumers due to concerns about operation errors during mobile purchasing Malaysia
transactions. Website developers should also eliminate system features that cause anxieties
among mobile shoppers, and create a simple and user-friendly interface that mobile 1079
shoppers can control easily. A simple tutorial on how to purchase goods or services
increases mobile shoppers’ confidence in the system. M-shopping providers should also
ensure that telecommunication networks are adequate, meaning that they are fast, and easy
to access, to encourage positive perceptions from mobile shoppers.
Empirical results from extant studies suggest that consumers’ trust affects BI both
directly and indirectly (Alwi et al., 2016; Ghazali et al., 2016). Thus, it is important for
developers to improve designs on M-shopping websites and apps namely with regards to
ease of navigation, security and privacy protection, information quality, and third-party
seals and during business transactions (e.g. reputation). Designers should integrate
structural assurance systems on M-shopping sites/apps to reduce fraud, uncertainties, and

potential risks to facilitate transactions during M-shopping. Providers should improve a
system’s security features such as encryption and firewalls, which eliminate external
intrusions to make consumers feel safe when performing financial transactions during
purchases. Developers should also include satisfaction guarantee policies as a trust-building
measure that minimises risk perceptions. A review and testimonial column that mitigates
shoppers’ doubts and concerns of product quality should be added to websites/apps to
encourage consumers’ trust and confidence, and safety features on M-shopping sites/apps
should be emphasised to build confidence and gain trust.
7. Limitations, future research and conclusion

Although its results suggest implications for managers, this study can be further improved
by overcoming several limitations. M-shopping behaviours were not included in the model,
and thus future research should examine causal relationships between intentions and use.
Criteria for consumer classification should be elaborated, and other moderating factors such
as age, gender and experiences should be investigated in future studies. We also recommend
examining consumers’ adoption intentions with additional constructs that the literature
suggests such as compatibility, accessibility and convenience. The focus of BI studies
should not be limited to individual characteristics, but should broaden to technology,
system, and experience flow perspectives. Research should focus on shoppers’ perceptions
of M-shopping regarding continuous purchasing intentions, and preferred types of product
acquisitions through M-shopping. Despite these limitations, we argue that this paper
enhances understanding of M-shopping, and guides provision of future M-shopping
services. Results are useful to practitioners when introducing new dimensions of business in
retail using marketing strategies to increase future M-shopping use.
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Corresponding author
Bang Nguyen can be contacted at: bang.london@gmail.com
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Do consumers want mobile commerce? A closer look at M-shopping and technology

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2.2 Technology acceptance model and theory of planned behaviour

3. Hypotheses and research model development

PI1 PI2 PI3 PI4 SN1 SN2 SN3 SN4

potential disclosure of credit card accounts and password information to unauthorised

3.2 Perceived ease of use

3.5 Personal innovativeness

3.6 Subjective norms

3.7 Perceived behavioural control

4.1 Data collection

4.2 Data analysis

Trust Trust1: M-shopping vendor is trustworthy Lee (2005), Pavlou (2002)

RM2,001 to RM3,500 99 21.9 Books 54 11.9

Personal innovativeness PI1 0.723 0.858 0.903

Henseler et al. (2015) propose a new approach – Heterotrait-Monotrait – to examine

Construct ATT INT PBC PEOU PI PU SN Trust

attitudes, supporting H2 and H3.

ATT 0.026 Small

ATT 2,265.00 1,166.77 0.485

Direct effect Indirect effect Total effect VAF (%) Interpretation

PEOU – ATT – INT 0.105* 0.099*** 0.204*** 48.50 Partial mediation

intentions towards M-shopping adoption was not significant. Influences through

structural assurance systems on M-shopping sites/apps to reduce fraud, uncertainties, and

7. Limitations, future research and conclusion

Das könnte Ihnen auch gefallen

PEOU – ATT – INT 0.105* 0.099* 0.204* 48.50 Partial mediation