Who might engage in mobile-commerce? Extended tam model and mobile shopper typology
Research into mobile-shopping (MS) is currently the focus of much attention both from scholars and the world of business due to the extent to which mobile devices offer vast business opportunities in all global markets. However, few works have compared the validity of the extended Technology Acceptance Model addressing a range of different typologies of possible mobile-buyers. This research helps to understand the different types of potential m-shoppers and the most important ways to favour their intention to use mobile phones to buy. The goal of this work is twofold: to identify potential m-purchasers based on the reasons and impediments they perceive in mobile shopping, and to highlight major differences in the extended Technology Acceptance Model (TAM) with perceived control and subjective norms in the groups of buyers to emerge. These two goals and the representativeness of the sample, particularly with regards to age intervals, are the main contributions toward this kind of analysis. Using a sample of 471 Spanish mobile phone users of different ages who have never bought via the mobile, the research shows the differences in extended TAM model between groups of potential buyers. A structural equations analysis is performed. As a result, the extended TAM model is confirmed. Multisample analysis for four types of potential m-shoppers according to the drivers and impediments to m-shopping (relational, inexperienced, indifferent and transferred buyers) has evidenced that extended TAM does not impact all potential buyers equally.
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