A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstract

This research aims to study the origins of consumers' usefulness perceptions through the example of mobile online shopping adoption in Europe. The results of an empirical study, which is grounded in technology acceptance theory, reveal the pivotal role of consumers' beliefs about the quality of mobile online stores in the formation of usefulness perceptions prior to adoption. While this study identifies that consumers form their usefulness evaluations depending on the respective shopping tasks, the results of a moderation analysis yield usefulness predictors that differ in relevance across product categories and shopping touchpoints. This contextual perspective has implications for both adoption and (online) channel research. It also helps managers to identify starting points on how to promote (mobile) online shopping adoption.

OriginalsprogEngelsk
TidsskriftJournal of Retailing and Consumer Services
Vol/bind38
Sider (fra-til)22-33
ISSN0969-6989
DOI
StatusUdgivet - 10. maj 2017
Udgivet eksterntJa

Fingeraftryk

Dyk ned i forskningsemnerne om 'A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping'. Sammen danner de et unikt fingeraftryk.

Citationsformater