The forefront of mobile shopping: an emerging economy's perspective

The primary objective of this research is to identify the main factors affecting the intention to use mobile shopping in Malaysia. The theoretical base of this study was based on the mobile technology acceptance model (MTAM) as well as other theories such as diffusion of innovation (DOI). Data collection for this study spanned from May 2018 to September 2018. The survey was done via the distribution of questionnaires in selected local shopping malls. A total of 300 usable responses were collected for further analysis using the partial least square structural equation modelling (PLS-SEM) approach. The findings identified that mobile ease of use (MEU) and mobile usefulness (MU) influenced an individual's intention to use (IU) significantly while perceived playfulness (PP) is not a significant predictor. In addition, reachability (R) also influenced MEU and MU significantly whereas mobility (M) has no significant influence on both MEU and MU. Empirical findings from this study contribute by providing useful and practical insights to the academics, mobile technologies developers and the general public.