Title: Mobile-social media shopping: a partial least squares-structural equation modelling (PLS-SEM) approach

Authors: Zhi-Yin Mooi

Addresses: Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Perak Campus), Jalan Universiti, Bandar Barat, Kampar 31900, Perak Darul Ridzuan, Malaysia

Abstract: As mobile technologies continue to advance with social media evolution, a new platform has been made available for consumers to purchase goods or services online. Mobile-social media shopping (m-SMS) is an emerging information technology service, where its critical success factor is greatly dependent on the users. Thus, it is vital to deciphering the users' behavioural intention (BI). The main objective of this research examines the factors that influence consumers' BI in adopting m-SMS. 200 valid data were assessed and analysed using partial least squares-structural equation modelling (PLS-SEM). Findings revealed that perceived playfulness (PP), compatibility (CP) and TS (training and support) have a significant impact on BI. Moreover, CP has also displayed a significant influence on PU and PEOU. However, TS has shown to have a significant impact on PU alone, instead of PEOU. Findings of this study are anticipated to contribute to both theoretical and practical world.

Keywords: m-SMS; mobile-social media shopping; diffusion of innovation; technology acceptance model; PLS-SEM; partial least squares-structural equation modelling.

DOI: 10.1504/IJMOM.2018.095659

International Journal of Modelling in Operations Management, 2018 Vol.7 No.1, pp.1 - 28

Received: 26 Sep 2017
Accepted: 29 Nov 2017
Published online: 16 Oct 2018 *