Title: Understanding the determinants of mobile retailing adoption and usage behaviour

Authors: Sridhar Vaithianathan; Vishal Mishra; Ankur Srivastava

Addresses: IT and Business Analytics Department, Institute of Management Technology (IMT), Survey No. 38, Cherlaguda Village, Shamshabad Mandal, RR District, Hyderabad -501218, Telangana, India ' Department of Operations and IT, IBS, Hyderabad, Dontanapalli, Shankerpalli Road, Hyderabad – 501203, Telangana, India ' Department of Marketing and Strategy, IBS, Hyderabad, Dontanapalli, Shankerpalli Road, Hyderabad – 501203, Telangana, India

Abstract: Existing literature on mobile driven purchases is concentrated largely on developed countries and focuses predominantly on the intention to adopt. The present study investigates the mobile retailing usage behaviour of individuals by integrating theories of technology acceptance model (TAM) and technology-organisation-environment (TOE) in an emerging market context. A web-based survey data on the usage of mobile retailing was collected and analysed using structured equation modelling (SEM). The results show the direct influence of perceived usefulness and individual characteristics on actual usage, whereas perceived ease of use, environment characteristics and technology characteristics influenced adoption indirectly. The results of the study provide guidelines to the mobile retailers for promoting the usage of their products/services and to the policy makers for enhancing the usage of mobile technologies which can help advance the social and the financial inclusion.

Keywords: mobile retailing; adoption behaviour; usage behaviour; emerging economy.

DOI: 10.1504/IJEMR.2021.118303

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.4, pp.373 - 393

Received: 13 Jan 2020
Accepted: 13 Jul 2020
Published online: 20 Oct 2021 *

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