Title: Determinants of MSA adoption intentions and usage behaviour of internet savvy and younger consumers: insights from an emerging market

Authors: Priyanka Chadha; Rajat Gera; Vandana Ahuja

Addresses: Hierank Business School, A-42, Sushil Marg, Institutional Area, Block A, Industrial Area, Sector 62, Noida, Uttar Pradesh 201307, India ' Jain Deemed to be University, #44/4, District Fund Road, Behind Big Bazaar, Jayanagara 9th Block, Bengaluru, Karnataka 560069, India ' Amity Business School, E-2 Block Room No. GA 05, Sector 125, Noida, Uttar Pradesh 201303, India

Abstract: As more and more consumers start using mobile apps for shopping, it becomes imperative to investigate the adoption and usage behaviour intentions of consumers. This study uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework to determine the key antecedents of mobile app adoption and usage behaviour among internet-savvy and young Indian consumers. Survey method was used to obtain data on UTAUT2 model constructs, MSA adoption aspirations, and user behaviour from 350 participants. This data was evaluated with Amos 23.0 software and structural equation modelling (SEM) was used. The findings suggested that social influence (SI), performance expectancy (PE), price value (PV), habit, and hedonic motivation (HM) were significant predictors of internet-savvy and young users' adoption intentions and usage behaviour. This research contributes to the development of an integrated and generalisable MSA adoption model, based on the UTAUT2 model, for predicting mobile shopping app adoption behaviour for young and internet-savvy consumers.

Keywords: mobile apps; e-commerce; adoption; behavioural intention; internet savvy; UTAUT2.

DOI: 10.1504/IJEB.2022.120037

International Journal of Electronic Business, 2022 Vol.17 No.1, pp.87 - 107

Received: 07 Apr 2021
Accepted: 26 Jul 2021
Published online: 04 Jan 2022 *

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