Mobile shopping adoption by Indian consumers: an examination of extended technology acceptance model

The purpose of the study is to investigate the factors influencing intentions of Indian consumers to adopt mobile shopping. The current study is using extended technology acceptance model by incorporating flow theory and its dimension intrinsic interest in to it. The study proposes that perceived usefulness and perceived ease of use is significantly affecting flow experience. Further perceived ease of use of mobile shopping is significantly affecting perceived usefulness. The study also state that perceived usefulness is directly influencing intentions to adopt mobile shopping. Data for the study is collected from 577 eligible responses via structured questionnaire from students of I.K. Gujral Punjab Technical University. All the items of the study are measured on seven-point Likert scale ranging from 7 'very strongly agree' (VSA) to 1 'very strongly disagree' (VSD). Confirmatory factor analysis is used to examine the validity of the measurement model. The proposed model was supported by the collected empirical data. The findings of the study provide several important implications for marketers, retailers and particularly mobile shopping companies.