Developing the mUTAUT model – a mobile shopping perspective: 2019 Academy of Marketing Science Annual Conference

Smartphones and tablets (mobile devices) worldwide usage has reached an all-time high, of which the services they provide to users are also increasing in popularity. While mobile banking and mobile payments are increasing in consumer adoption in the UK, mobile shopping (m-shopping) surprisingly remains an under-utilised commodity. Responding to the call for specific theoretical understanding in the mobile context, this study seeks to examine the factors influencing consumers’ mobile shopping (m-shopping) adoption intention, through development of the mUTAUT model, to incorporate more consumer-orientated constructs of innovativeness, risk and trust. The research model is tested using quantitative data (n = 435) and structural equation modelling analysis. Findings reveal performance expectancy, hedonic motivation, habit, risk and trust to be significant influencers of consumer m-shopping intention. Despite inclusion of three control variables of age, gender and experience, only age is found to have a partial moderating effect.