Abstract

In today's digital world, consumers have progressively utilized the mobile Internet in their mobile shopping transactions. Mobile retailers are forcing themselves to impact consumers’ mobile shopping attitude and behavior by generating new shopping experiences on the purpose of their business life cycle under the threat of destructive competitive factors between retailers operating both in conventional and online stores. Considering the destructive competitive business conditions, it is crucial for mobile retailers to understand mobile shoppers’ beliefs, attitudes mobile shopping intentions, and behavior related to mobile shopping. Thus, the aim of this research is to examine an extended Technology Acceptance Model (TAM), Consumer Perceived Value and Flow theory that will ensure eloquent comprehension of making purchases via mobile devices. Indeed, utilitarian and hedonic value, perceived enjoyment and flow dimensions are added into the research model.

In data collection phase, convenience sampling method was used and face-to-face interviews methods were exercised. The 400 valid questionnaires were collected from the mobile shoppers who willingly participate with our research in Adana, Turkey. In order to test the research model, we used Partial Least Squares (PLS-PM) analysis method. The study results enable significant support for the proposed research model. Analysis result reveals that perceived ease of use, perceived usefulness, perceived enjoyment, mobile shopping flow experience, mobile shopping attitude, mobile shopping satisfaction, perceived utilitarian value, and hedonic value dimensions positively affect mobile repurchase intentions.

This work is licensed under a Creative Commons Attribution 4.0 License.