Determinants of smartphone shopping adoption: Key factors for online shopping of consumer goods through smartphones in Sweden
(2015) FEKN90 20151Department of Business Administration
- Abstract
- The purpose of this thesis was to examine key factors for adoption of online shopping of consumer goods through smartphones in Sweden. Previous research on online shopping and m-commerce was reviewed and the Unified Theory of Acceptance and Use of Technology model (UTAUT) (Venkatesh et al. 2003) was chosen. Interviews were conducted with 11 online shoppers and 5 industry experts to explore current beliefs and to modify the model to the empirical context. The model with hypotheses was tested with statistical analysis of data obtained by a survey on 303 shoppers in the Malmoe region.
The findings suggest that social influence and the location of the shopper have significant positive effects on behavioural intention to shop consumer goods... (More) - The purpose of this thesis was to examine key factors for adoption of online shopping of consumer goods through smartphones in Sweden. Previous research on online shopping and m-commerce was reviewed and the Unified Theory of Acceptance and Use of Technology model (UTAUT) (Venkatesh et al. 2003) was chosen. Interviews were conducted with 11 online shoppers and 5 industry experts to explore current beliefs and to modify the model to the empirical context. The model with hypotheses was tested with statistical analysis of data obtained by a survey on 303 shoppers in the Malmoe region.
The findings suggest that social influence and the location of the shopper have significant positive effects on behavioural intention to shop consumer goods through smartphones. The experience of the shopper was shown to moderate the effects of the determinants. High trustworthiness and performance of smartphone web shops was appreciated, but did not affect intention. A positive relation was found between intention to shop through smartphones and self-reported past smartphone shopping habits. The findings suggest that online retailers should customise their marketing efforts to consumers with different experience levels of smartphone shopping if they wish to increase its adoption. This is one of few studies that investigate the determining factors for online shopping exclusive to smartphones. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/5473843
- author
- Persson, Joel LU and Berndtsson, Jonas
- supervisor
- organization
- course
- FEKN90 20151
- year
- 2015
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Smartphone, e-commerce, online shopping, retail, consumer behaviour, UTAUT, Sweden
- language
- English
- id
- 5473843
- date added to LUP
- 2015-06-22 15:43:30
- date last changed
- 2015-06-22 15:43:30
@misc{5473843, abstract = {{The purpose of this thesis was to examine key factors for adoption of online shopping of consumer goods through smartphones in Sweden. Previous research on online shopping and m-commerce was reviewed and the Unified Theory of Acceptance and Use of Technology model (UTAUT) (Venkatesh et al. 2003) was chosen. Interviews were conducted with 11 online shoppers and 5 industry experts to explore current beliefs and to modify the model to the empirical context. The model with hypotheses was tested with statistical analysis of data obtained by a survey on 303 shoppers in the Malmoe region. The findings suggest that social influence and the location of the shopper have significant positive effects on behavioural intention to shop consumer goods through smartphones. The experience of the shopper was shown to moderate the effects of the determinants. High trustworthiness and performance of smartphone web shops was appreciated, but did not affect intention. A positive relation was found between intention to shop through smartphones and self-reported past smartphone shopping habits. The findings suggest that online retailers should customise their marketing efforts to consumers with different experience levels of smartphone shopping if they wish to increase its adoption. This is one of few studies that investigate the determining factors for online shopping exclusive to smartphones.}}, author = {{Persson, Joel and Berndtsson, Jonas}}, language = {{eng}}, note = {{Student Paper}}, title = {{Determinants of smartphone shopping adoption: Key factors for online shopping of consumer goods through smartphones in Sweden}}, year = {{2015}}, }