Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology

By Prasanta Kr. Chopdar, Nikolaos Korfiatis, V. Sivakumar, Miltiadis Demetrios Lytras. Computers in Human Behavior, 2018

429 citations recorded by the source corpus.

Abstract Consumer adoption of mobile shopping apps is an emerging area in m-commerce which poses an interesting challenge for retailers and app developers. In this study, we adapt the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to investigate factors predicting consumer behavioral intention (BI) and use behavior (UB) towards mobile shopping apps, considering the impact of two manifestations of consumer's perceived risk: Privacy Risk and Security Risk. Because cultural characteristics may moderate the impact of these risks on behavioral intention and use behavior, we conduct two studies from two consumer panels from countries with significant difference in technology use as captured by the Computer-Based Media Support Index (CMSI), namely India (high CMSI) and USA (low CMSI). For both countries, the baseline UTAUT 2 constructs predict the Behavioral Intention to use mobile shopping apps (and subsequently use behavior). However, the manifestations of perceived risk are significant only for the country with the highest CMSI score, suggesting that cultural influences play a strong role in the adoption of m-shopping. Our study has practical implications for theory as it poses the use of m-shopping apps in a cross-cultural context, suggesting that privacy and security moderate intention to use differently across cultures as predicted by the CMSI. From that perspective, it also has practical implications for consumer behavior researchers and app developers challenged with app localization as well as retailers designing mobile shopping apps for an intercultural audience.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f889904048922cda5c7d34b921a4bbfe31bccab8

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Citations in the corpus

Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model (2018, result): “These results are similar to those of Chiu and Wang (2008) and Chopdar et al. (2018).”
Mobile shoppers’ response to Covid-19 phobia, pessimism and smartphone addiction: Does social influence matter? (2021, background): “Social influence has been often studied as the impact of individuals’ interaction with their social network (Rogers, 2010), especially important in influencing smartphone adoption and m-shopping behaviours (Chopdar et al., 2018; Chopdar and Sivakumar, 2019; Lu et al., 2017; Wei et al., 2009; Yang et”