Extended model of mobile shopping acceptance: An empirical study of consumer behaviour

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dc.contributor.authorStefko, Robert
dc.contributor.authorGavurova, Beata
dc.contributor.authorOlearova, Maria
dc.contributor.authorBacik, Radovan
dc.contributor.authorNebesky, Lubomir
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2023-12-04T11:47:25Z
dc.date.available2023-12-04T11:47:25Z
dc.description.abstractAlthough the popularity of mobile commerce is on the rise, mobile shopping is still not widely accepted in Slovakia. Therefore, research and knowledge in this area is insufficient. Based on two research models which explain human behavior (theory of reasoned action) and how the user accepts new technologies (technology acceptance model), the presented study proposes and tests a conceptual model combining the mentioned models and new, stimulating factors (customized offers and price benefits) in order to design a holistic model for predicting consumer behavior with regard to the acceptance of mobile shopping. In the first step of the research, we used exploratory factor analysis (EFA) to extract the predicted factors and verify the validity and reliability of the research tool – a questionnaire. The main research was conducted on a sample of 627 students from Slovak universities (part-time study). Using the confirmatory factor analysis (CFA), we performed a measurement model evaluation, and then, using the structural equation modeling – partial least squares (SEM – PLS) method, we evaluated and quantified the expected effects of the investigated factors. These new, stimulating factors, integrated into the theoretical framework of existing models, have been shown to act as direct and indirect predictors of the intention to mobile shopping. However, perceived usefulness proved to be the strongest predictor. The intention to mobile shopping is also significantly influenced by the attitude to mobile shopping, which is also determined by the new factor customized offers. The results the research arrives at may be beneficial for businesses, as they may reduce the costs associated with the creation of mobile shopping channels from an economic point of view and may increase their market competitiveness.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2023-5-002
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/174252
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectTechnology acceptance model (TAM)en
dc.subjecttheory of reasoned action (TRA)en
dc.subjectmobile shoppingen
dc.subjectmobile commerceen
dc.subjectcustomer behaviouren
dc.subject.classificationM30
dc.subject.classificationM31
dc.titleExtended model of mobile shopping acceptance: An empirical study of consumer behaviouren
dc.typeArticleen
local.accessopen
local.citation.epage166
local.citation.spage148
local.facultyFaculty of Economics
local.filenameEM_4_2023_10
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue4
local.relation.volume26
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