Exploring the acceptance of technology for mobile shopping: an empirical investigation among Smartphone users

Although mobile shopping (m-shopping) has become a popular alternative approach for purchasing goods around the world, research on m-shopping acceptance is still in its early stages and is restricted to specific countries. Moreover, this research is primarily based on data from samples that were collected by persons without m-shopping experience, in general, and, in particular, it has even missed the opportunity offered by Smartphones for this research. Considering that consumer's m-shopping behaviour is more and more stimulated by the use of Smartphones, this study contributes to the literature on that topic by exploring acceptance factors of consumers in Germany who have already experienced shopping using Smartphones. Using a modified technology acceptance model (TAM), the results show that, in addition to the traditional TAM factors, perceived enjoyment and trust in the m-vendor affect the consumer's intention to engage in m-shopping, which, in turn, determines m-shopping behaviour in general. Managerial and theoretical implications are discussed.