ویژگی های تکنولوژی مصرف کننده در پذیرش خرید به وسیله تلفن همراه، کاربرد تئوری توسعه یافته رفتار برنامه ریزی شده (TPB)

An extended Theory of Planned Behavior (TPB) model was examined within the context of mobile shopping with moderating effects of three consumer technology traits (i.e., technology self-efficacy, technology innovativeness, and level of experience of use). Among the beliefs of the extended TPB, perceived enjoyment was the strongest determinant creating a favorable attitude toward mobile shopping adoption. The results supported that consumers differ in levels of technology traits in mobile shopping adoption behavior. Implications are provided to assist in predicting potential mobile consumer adoption behavior and in designing favorable mobile shopping environments that can be compatible with the consumer characteristics.

Consumer use of mobile shopping is rapidly increasing and purchases by mobile phones are expected to reach 31 billion by 2016 (Forrester, 2001). Although mobile shopping still occupies a small portion of e-commerce sales (7%), the versatility of mobile shopping services supported by widespread mobile technology appeals to consumers. In this embryonic stage of mobile shopping, contextual factors such as technology characteristics and user characteristics should be examined in order to determine the likelihood of specific factors in predicting mobile shopping adoption and how the design of the mobile shopping environment meets consumer characteristics. In the adoption of technology in traditional consumer research, consumer characteristics have been viewed as significant predictive variables in determining behavioral outcomes (e.g., Hirschman, 1980, Davis, 1986, Ellen et al., 1991, Dabholkar, 1996, Karahanna et al., 1999, Agarwal, 2000 and Dabholkar and Bagozzi, 2002). In predicting consumer mobile shopping adoption, consumer characteristics in adopting the technology-mediated shopping environment could be significant determinants in moderating the relationships among predictors of mobile shopping adoption. Since consumer traits differ in technology adoption, they may generate differential effects of evaluative criteria on the technology adoption behavior (Parasuraman et al., 2005). Furthermore, in this diffusion stage of mobile shopping, examining the effects of consumer characteristics on mobile shopping adoption will assist in understanding underlying consumer differences in adopting mobile shopping. In this study, three consumer characteristics (i.e., technology self-efficacy, level of experience of use, and consumer technology innovativeness) are regarded as significant consumer technology traits generating different consequences of mobile shopping adoption behavior. The three consumer traits are examined with the extended Theory of Planned Behavior (TPB) to determine the moderating effects of consumer traits among predictors of mobile shopping adoption. Therefore, this study aims to examine: (1) determinants of mobile shopping adoption in the extended Theory of Planned Behavior; and (2) the differential influences of consumer traits among the relationships between determinants and mobile shopping adoption in the extended Theory of Planned Behavior. The results of this study will contribute to understanding current and potential mobile shoppers′ adoption behavior and provide implications for designing mobile shopping that is compatible with consumer characteristics.

The present research contributes to identifying the moderating effects of three consumer technology traits (i.e., technology self-efficacy, level of experience of use, and consumer technology innovativeness) on the extended model of Theory of Planned Behavior (TPB). The beliefs (i.e., perceived usefulness, perceived enjoyment, perceived behavioral control, and subjective norm) in the extended TPB study effectively explained consumer mobile shopping adoption behavior with 89% variance and three consumer technology traits confirmed the differential effects on the relationships among determinants of mobile shopping adoption.