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Determinants of smartphone shopping adoption: Key factors for online shopping of consumer goods through smartphones in Sweden

Persson, Joel LU and Berndtsson, Jonas (2015) FEKN90 20151
Department 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)
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author
Persson, Joel LU and Berndtsson, Jonas
supervisor
organization
course
FEKN90 20151
year
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},
  keyword      = {Smartphone,e-commerce,online shopping,retail,consumer behaviour,UTAUT,Sweden},
  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},
}