An Empirical Analysis of Factors Influencing M-Shopping Use

With the wide popularity of mobile devices such as smartphones and tablets, mobile shopping, which can be conducted anytime and anywhere, has received increased attention and strengthened beyond expectations. This study investigates the factors influencing the use of mobile shopping (m-shopping) value from personality, usability, and technology perspectives. The m-shopping value that users experience during m-shopping can be divided into utilitarian value and hedonic value. The results show that personalization, self-efficacy, intimacy, simplicity, mobility, and connectivity have considerable influence on m-shopping value. More specifically, the personalization, simplicity, and connectivity of m-shopping influence utilitarian value, as well as hedonic value and shopping value, influences m-shopping use.