Mobile shopping: the next frontier of the shopping industry? An emerging market perspective

As the world is heading towards mobile–mediated transactions, the development of mobile shopping (m–shopping) is expected to change how consumers shop online. The study therefore investigates on the factors influencing consumers intention to adopt m–shopping by extending three additional variables, namely, compatibility (CO), perceived enjoyment (PE) and perceived cost (PC) with the original technology acceptance model (TAM). Experience was also introduced as a control variable in this research. The results via multiple regression analysis (MRA) revealed that only TAM and CO have a positive and significant impact on the intention to adopt m–shopping. PE, PC and experience were found to be non–significant and therefore require further investigation. The findings provide valuable theoretical and managerial implications for both academicians and practitioners. Importantly, the study also serves as a guideline for future research in other emerging or established markets.