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首页> 外文期刊>International review of retail, distribution and consumer research >Understanding the consumer acceptance of mobile shopping: the role of consumer shopping orientations and mobile shopping touchpoints
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Understanding the consumer acceptance of mobile shopping: the role of consumer shopping orientations and mobile shopping touchpoints

机译：了解移动购物的消费者接受：消费者购物方向和移动购物点的作用

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Current research emphasizes that consumer acceptance of mobile (m-)shopping increases overall order rate and size. However, there has been little knowledge on factors determining this acceptance. This study develops and empirically tests a model explaining the consumer acceptance of m-shopping by incorporating intrinsic (perceived enjoyment) and extrinsic (perceived usefulness, perceived ease of use) behavioural beliefs as well as consumer shopping orientations. A quantitative survey conducted among German smart-phone users across different age groups reveals that both intrinsic and extrinsic beliefs determine consumer acceptance of m-shopping, while consumer shopping orientations shape the beliefs of m-shopping. In particular, the greater the consumers' brand consciousness, novelty-seeking tendency, and impulsiveness the greater the perceived usefulness and/or enjoyment of m-shopping; however, consumers' convenience consciousness weakens the perceived enjoyment. The results further indicate that the effects of shopping orientations on the beliefs are largely independent of the type of m-shopping touchpoint (i.e., m-app and m-browser). The findings provide recommendations for retailers on how to promote m-shopping and offer scholars a broad and consumer-oriented explanation of the acceptance of m-shopping.
机译：目前的研究强调，消费者接受移动（M-C）购物增加了整体秩序率和大小。然而，关于确定这一认可的因素几乎没有知识。本研究开发和经验测试了一种通过纳入内在（感知享受）和外在（感知的有用性，感知的易用性）行为信念以及消费者购物取向来解释解释M-Shoppation消费者接受的模型。不同年龄组的德国智能手机用户中进行的定量调查表明，内在和外在信仰都决定了消费者接受M-Shopping，而消费者购物取向塑造了M-Shopping的信仰。特别是，消费者的品牌意识，寻求新颖的倾向和冲动的越大，越来越多的人购物的有用性和/或享受;然而，消费者的便利意识削弱了感知享受。结果进一步表明，购物取向对信仰的影响主要独立于M-Shopping TouchPoint的类型（即，M-APP和M浏览器）。该调查结果为零售商提供了如何促进M-Shopping并为学者提供广泛而消费的对M-Shopping的解释的建议。

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