Enhancing the Customer Experience: Understanding UK Consumers’ M-Shopping Adoption Intention

Abstract

Mobile shopping (m-shopping) is increasing in worldwide usage but remains the least trusted means of shopping for products/services online, with only approximately 30% of UK consumers adopting it in 2017. Understanding why UK consumers are not adopting m-shopping at the same rate as other countries is essential for future retailer competitiveness and overall successfulness. To provide guidance on how to enhance the customer m-shopping experience, this paper proposes a conceptual model, based on UTAUT2, which is tested using quantitative data and confirmatory factor analysis. Findings reveal that consumers are influenced by practical benefits of using m-shopping alongside their personal inclinations surrounding their enjoyment, trust and risk perceptions and their past experiences. These findings provide guidance for online retailers and propose further avenues for academic insight.