Consumer Intention to Use Smartphone for Mobile Shopping

Consumer Intention to Use Smartphone for Mobile Shopping

Chong Ren Lee (Universiti Malaysia Sabah, Malaysia), Kah Yan Tam (Universiti Malaysia Sabah, Malaysia), Jee Yan Lim (Universiti Malaysia Sabah, Malaysia), Pei Ying Seow (Universiti Malaysia Sabah, Malaysia), Vivian Pooi Sun Lee (Universiti Malaysia Sabah, Malaysia), Nurin Amanda Muhammad Faris (Universiti Malaysia Sabah, Malaysia) and Hairunisa Mohd Haris (Universiti Malaysia Sabah, Malaysia)
DOI: 10.4018/978-1-5225-0746-8.ch014
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Abstract

The purpose of this study is to identify the determinants to use the mobile phone to make purchases. The study involved a total of 210 respondents approached in a public higher learning institution in Federal Territory of Labuan, Malaysia. This study applies convenience sampling technique to ensure researcher to monitor the participation of the sample. They were chosen to identify the intention to use smartphones for mobile shopping among young adults. The concept of using smartphones for mobile shopping was explained to the respondents to ensure full understanding in order to obtain best result. Multiple regression analysis asserted that Perceived Usefulness (PU), Perceived Enjoyment (PE), Perceived Ease of Use (PEOU), and Satisfaction (SAT) influence the Intention to use (INT). The results could help online retailers in improving their marketing platform and to understand more of their customers' needs and wants.
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Literature Review

This study is based on the theory of Technology Acceptance Model (TAM) which addressed the relationships between consumers’ acceptance of the technology and usage behavior.

Intention to Use

Smartphones have become significantly important device to consumers in their daily lives. Businesses today could not go further without the aid of internet. Therefore, instead of sticking to store retailing, business owners shifted to online business. According to Darian (1987), adoption levels suggests that consumer’s needs, interests and attitudes vary with age, and the youngest consumers have the most positive attitude toward innovation. Hence, consumers from individualist cultures develop a more innovative profile and are more interest to shop via Internet (Jarvenpaa, 1999). Besides that, there are a lot of studies indicated that young people are more favorable towards change (Modahl, 2000 ; Mulhern, 1997; Schiffman, 2003), and use the new technologies such as the mobile phone from a very early age (AIMC, 2004). Direct shopping still occurs among young adults but the invention of new technology slowly switch them from traditional shopping channels to modern shopping channels without completely replacing them. Mobile shopping would not be a threat to slow down the sales that are still using traditional channels. However, the invention of smartphones enhances the use of mobile shopping to meet customer’s specific need.

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