Understanding Mobile Shopping Behavior from a Utilitarian Perspective: a New Posteriori Framework

Many previous studies assessed the adoption of mobile shopping by employing technology adoption models such as Technology Adoption Model (TAM), Diffusion of Innovation (DOI) and Unified Theory of Acceptance and Use of Technology (UTAUT). However, there has been a lack of effort in re-assessing the usage of these models for investigating mobile shopping adoption through the aspect of the advantages offered by mobile devices, compared to desktop devices. Furthermore, a new outlook into the aspect of customer behavior on mobile shopping is required as mobile technology continues to advance and progress within the context of the online shopping environment. The objective of this paper is to propose a new aspect to identify mobile shopping behavioral intention where the theoretical foundation of convenience and utilitarian advantages of mobile devices over PCs are taken into consideration. The paper suggests a conceptual framework where these variables will be discussed based on the fundamental variables. The framework will assist in improving the mobile platform to encourage more mobile shoppers in the future. Keyword: Mobile shopping behavior, utilitarianism, perceived convenience, behavioral intention, attitude, shopping motivation, lazy user model.