ABSTRACT

Current research emphasizes that consumer acceptance of mobile (m-)shopping increases overall order rate and size. However, there has been little knowledge on factors determining this acceptance. This study develops and empirically tests a model explaining the consumer acceptance of m-shopping by incorporating intrinsic (perceived enjoyment) and extrinsic (perceived usefulness, perceived ease of use) behavioural beliefs as well as consumer shopping orientations. A quantitative survey conducted among German smartphone users across different age groups reveals that both intrinsic and extrinsic beliefs determine consumer acceptance of m-shopping, while consumer shopping orientations shape the beliefs of m-shopping. In particular, the greater the consumers’ brand consciousness, novelty-seeking tendency, and impulsiveness the greater the perceived usefulness and/or enjoyment of m-shopping; however, consumers’ convenience consciousness weakens the perceived enjoyment. The results further indicate that the effects of shopping orientations on the beliefs are largely independent of the type of m-shopping touchpoint (i.e., m-app and m-browser). The findings provide recommendations for retailers on how to promote m-shopping and offer scholars a broad and consumer-oriented explanation of the acceptance of m-shopping.

摘要

当前的研究强调，消费者对移动购物的接受程度提高了整体订购率和规模。但是，几乎没有关于确定这种接受程度的因素的知识。这项研究通过结合内在的（感知的享受）和外在的（感知的有用性，感知的易用性）行为信念以及消费者的购物倾向，开发并通过经验测试了解释消费者对m购物的接受程度的模型。在不同年龄段的德国智能手机用户中进行的一项定量调查显示，内在和外在信念都决定了消费者对m购物的接受程度，而消费者购物倾向则塑造了m购物的信念。尤其是，消费者的品牌意识，寻求新颖性的趋势越大，冲动性对移动购物的有用性和/或乐趣感越强；然而，消费者的便利意识削弱了人们的感知享受。结果还表明，购物倾向对信念的影响在很大程度上与m购物接触点（即m-app和m-浏览器）的类型无关。研究结果为零售商提供了有关如何促进移动购物的建议，并为学者们提供了对消费者接受移动购物的广泛且面向消费者的解释。