Is m-shopping a reasoned action? Evaluating the role of intention and perceived risk in Indian m-shopping behaviour Online publication date: Thu, 15-Dec-2022
by Anoop Kumar Gupta
International Journal of Indian Culture and Business Management (IJICBM), Vol. 27, No. 4, 2022
Abstract: This study attempts to explain m-shopping behaviour of Indian consumer durable1 customers through the theoretical lens of consumer perceived risk and reasoned action. For deeper understanding of the role of perceived risk in m-shopping behaviour, the study evaluates whether attitude and intention fully mediate the effect of risk on behaviour. A representative dataset of 485 respondents was analysed through multi-analytic techniques of structural equation modelling and neural network analysis for examining the contribution of the determinants of m-shopping behaviour. The perceived risk was found to have direct effect on m-purchasing action, besides having indirect effect through attitude and intention. This research offers new insights into the role played by perceived risk during check-out from mobile shopping cart and contributes in explaining the gap between intention and actual buying action.
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