Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services

TLDR

The study investigates which factors drive U.S. consumers’ intentions to use mobile shopping services, aiming to guide retailers and marketers in designing offerings that meet quality expectations. Using a survey of 400 mobile‑shopping users, the authors adapted the UTAUT model to include attitude and hedonic performance expectancy and applied two‑step structural equation modeling to test the hypothesized relationships.

Abstract

Purpose The purpose of this study is to examine critical determinants of US consumers' intentions to use mobile shopping services and to provide implications for retailers and mobile marketers in order to offer mobile shopping services that meet consumers' quality expectations. Design/methodology/approach A sample of 400 mobile services users drawn from a purchased consumer panel participated in an online survey. The Unified Theory of Acceptance and Use of Technology (UTAUT) model was adapted and incorporated with attitude and hedonic performance expectancy. Two steps of structural equation modeling were used to validate the measurement model and test the hypothesized relationships. Findings The study found that utilitarian and hedonic performance expectancy, social influence, and facilitating conditions are critical determinants of US consumers' intentions to use mobile shopping services. Effort expectancy is a driving factor affecting utilitarian and hedonic performance expectancy of mobile shopping services. Further, the study found that the hedonic or entertainment aspect of mobile shopping services is the most critical driver of US consumers' intentions to use mobile shopping services. Originality/value The results of the study provide implications for retailers and mobile marketers in designing mobile shopping services based on an understanding of consumers' perceptions of new shopping capabilities.