Mobile-shopping Adoption

What is it about?

study identifies factors affecting mobile shopping intention of consumers and proposes an integrated framework to understand mobile shopping behavior. the proposed relationship are tested through structural equation modelling.

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Why is it important?

The findings of this paper are useful for mobile shopping app developers, mobile payment gateway providers, and other institutions involved in facilitation and provision of such mobile shopping services to develop suitable strategies to encourage adoption of mobile devices as a medium of online shopping.The study is first of its kind in India and integrates variables from different areas of technology adoption along with two new variables to understand mobile shopping behavior.