Premium Essay

Mister

In: Business and Management

Submitted By sol21get
Words 269
Pages 2
Based on earlierhypotheticalresearches, the present study integrates technology readiness
(TR) into the technology acceptance model (TAM) in the context of consumer adoption of mobile shopping (m-shopping), and theorizes that the impact of TR on mobile shopping intention is mediated by both perceptions of usefulness and ease of use. Nested model was conducted inorder to investiagete the relations. Results show that technological readiness of a consumer influence the mobile shopping behavior. In adittion, perceived usefulness mediates the relation between technology readiness and m-shopping.
Introduction
M-shopping can be defined as purchase behaviour with a mobile device and has become aprogressivelyessential topic for prectitioners and manufacturers. According to eMarketer (2014), by
2016 smartphone users are enhanced (more than two billion users). Also results of “Deloitte Global
Mobile Consumer Survey" indicates that, by 2013 67% of the population in Turkey uses smarthphones(Deloitte, 2013).A smartphone is a type of mobile phone which uses an operating system such as Apple iOS or Android by installing applications. Although using smartphone apps is the recent way of using technology, understandingtechnology readiness of customer is crucial, because most of the technological innovations are fundamental changes (Garcia and Calantone,
2002). This can cause anxiety in those who concens negative feelings about technological products.
Results of a latest industry study shows that, 38 percent of smartphone users had purchase a product with a mobile appwhile a bit more (56%) intended to purchase with an app in the upcoming shopping
(Adobe, 2013).Although companies want to use cost based benefits of technology, customers’ unwillingness to accept mobile shopping has become a difficulty for them. Hence, it is critical

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