Understanding Consumer Acceptance of Mobile-Retail. An empirical analysis of the revised technology acceptance model

Abstract: ABSTRACT This study was motivated by the desire to identify relevant acceptance drivers of mobile-retail. An integrated model was presented that incorporated social influences, compatibility and mobility into the Technology Acceptance Model as indicators of consumers’ intentions to use mobile-retail. The proposed model was empirically assessed using survey data from 513 students. Structural equations modeling (SEM) was utilized to test the causalities in this model. The results revealed that perceived usefulness, social influences and compatibility significantly affect intention to use mobile-retail. Among them, compatibility was found to be the strongest predictor. Additionally, perceived ease of use and compatibility were proven as strong indicators of perceived usefulness. On a different note, neither perceived ease of use nor mobility were found to significantly influence mobile-retail use. These findings provide several implications for managers, namely the ways in which mobile-retail needs to be marketed in order to increase its use.