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Orientador(es)
Resumo(s)
In the last decade, e-commerce became popular all over the world. The recent
widespread of smartphones transformed a significant part of e-commerce in mobile
commerce. Therefore, the aim of this paper is to find out which factors affect consumers
intention of using m-commerce through the exploration of a conceptual model to
analyze customers’ perceptions of using mobile commerce services for online shopping.
This paper aims at anticipating consumer behavior, and providing implications for
designers, managers, marketers, and operators related to mobile commerce (mcommerce).
In order to test a conceptual model, an empirical investigation with a sample of 183
young Portuguese participants was carried out. It was used a structural equation model
(SEM) in order to test the relationships of the model. The results reveal that anxiety,
which is an affective obstacle against using new technology, is a key negative predictor
of a customer’s intentions to use mobile devices for e-commerce. Additionally,
enjoyment, usefulness, and compatibility have an impact on a customer’s behavioral
intentions. Also, the consumer’s self-awareness of his/her mobile skillfulness affects
anxiety, enjoyment, and usefulness and compatibility.
The outcomes of this study help to understand what prevents or encourages the use
intention of m-commerce. The results not only help develop a better understanding of
mobile commerce theories for researchers, but they also offer viable knowledge to those
involved in promoting m-commerce to potential purchasers.
Descrição
Palavras-chave
Mobile commerce Online shopping Purchase behavior Consumer behavior Portugal
Contexto Educativo
Citação
SILVA, Susana Costa e; MARTINS, Carla Carvalho - Understanding Portuguese Young Consumers Intention to use Mobile Commerce. International Journal of Marketing, Communication and New Media. ISSN 2182-9306. Vol 4, n.º 7 (2016), p. 106-131