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

Research output: Contribution to journalJournal articleResearchpeer-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.

Original languageEnglish
JournalJournal of Retailing and Consumer Services
Volume38
Pages (from-to)22-33
ISSN0969-6989
DOIs
Publication statusPublished - 10. May 2017
Externally publishedYes

Keywords

  • Mobile commerce
  • Mobile online shopping touchpoints
  • Perceived usefulness

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