An empirical evaluation of key factors affecting mobile shopping in India

Abstract

The word ‘Shopping’ was originated from the French word eschoppe which means leaning in front of a booth. Since 16th century the word is going circles in the society. Now a days Shopping means to explore and buy goods in the exchange of money. For years it’s like a buzzword in the households. In the era of mobile technology revolution and the advent of regulatory framework, the way we shop has changed dramatically. Mobile technology has created a new paradigm in retail industry. The customized approach and the convenience of shopping through handsets are making the overall experience effective. The Purpose of this paper is to study the imperatives of Indian consumers’ to avail mobile shopping services and to develop a Mobile Shopping Acceptance Model. Three constructs i.e Attitude towards Behaviour, Subjective Norms and Perceived Behavioural Control are used for the purpose. Theory of Planned Behaviour (TPB) and Innovation Diffusion Theory (IDT) are used to develop the Model. The Model was validated using Factor Analysis and Hypothesis Testing.