Downloading and Usage Intention of Smartphone Users Towards Shopping Applications in JandK

Abstract

The study was conducted to understand the antecedents of Mobile Shopping Application (MSA) adoption intention and the affect of gender, age, educational qualification and type of network on the relationships. Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) was adapted to investigate the determinants of user downloading and usage intention towards MSA. In the study exploratory, descriptive and causal research design was employed; therefore provided necessary information about the study s background, downloading and usage intention of smartphone users and relationship among various variables. The sampling unit for the study was selected by convenience followed by systematic sampling. A total of 402 sample data was considered and analyzed using Structural Equation Modeling (SEM) method for the study. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) was performed on the entire data set and 7 factors were produced. The factors explored after factor analysis were Performance Expectancy, Effort Expectancy, Hedonic Motivation, Price Value, Facilitating Conditions, and Social Influence. Data was checked for normality, homoscedasticity and multicollinearity. All the independent variables (performance expectancy, effort expectancy, hedonic motivation, price value, and facilitating conditions) except social influence had positive influence on downloading and usage intention towards MSA. Effort expectancy was reported to have strongest influence on downloading and usage intention. Gender and educational qualification did not moderate any of the relationships in the model while as age and type of network did moderate some of the relationships. The study aims to bridge the literature gap by incorporating downloading and usage intention as criterion variable and gender, age, educational qualification and type of network as moderators in UTAUT2 model. The study contributes the essential knowledge on mobile shopping applications acceptance to developers and marketers.