Authors retain the copyright without restrictions for their published content in this journal. HSSR is a SHERPA ROMEO Green Journal.
Publishing License
This is an open-access article distributed under the terms of
AN EXPERIMENTAL STUDY OF STUDENT’S ATTITUDE TOWARDS THE ADOPTION OF MOBILE SHOPPING WITH MILLENNIALS
Corresponding Author(s) : V. Geetha
Humanities & Social Sciences Reviews,
Vol. 8 No. 2 (2020): March
Abstract
Purpose of the study: An increasing usage Web in India offers online purchasing opportunities and it has become a popular marketing channel. To open the way for the latest concept called mobile commerce, it created the other catch up. Generally buying intention, offline or online is highly influenced by customer attitude. In the context of mobile shopping, the aim of this present study continues to analyze the variables which influence the attitude of the student towards buying intention.
Methodology: This work is quantitative and focused on primary data collected from an online survey from the young millionaire who is all Smartphone users. Based on TAM and UTAUT2 we adopted and modify the model and it was tested on the information set of 533 samples by smart PLS 2.0.
Main Findings: The statistical results revealed which performance expectancy, Facilitating condition and social influence have a direct positive effect on attitude. Moreover, the attitude was positively related to Purchase intention among young millionaire. Finally, the research result is analyzed and discussed. Implications are highlighted for the current study and research along with limitations and directions for the future are pointed out.
Applications of this study: This article includes particle mobile shopping in India, and it is will promote huge contributions in mobile commerce research.
Novelty/Originality of this study: The existing studies survey indicates that a variety of variables were studied in the sense of millennials ' mobile shopping adoption and limited success has been published on these factors. Furthermore, the study has been done to examine millennial attitudes towards mobile shopping adoption and especially to study factors that can influence millennials' shopping attitudes through mobile internet.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- Baek, Y. (2013). Analysis of user's attitude toward apps, intention to use and continual consuming intention-Focused on mobile commerce. International Journal of Contents, 9(4), 35-44. https://doi.org/10.5392/IJoC.2013.9.4.035 DOI: https://doi.org/10.5392/IJoC.2013.9.4.035
- Bounkhong, T., & Cho, E. (2017).Factors affecting millennials’ intentions to use social commerce in fashion shopping. The Research Journal of the Costume Culture, 25(6), 928-942. https://doi.org/10.29049/rjcc.2017.25.6.928 DOI: https://doi.org/10.29049/rjcc.2017.25.6.928
- Bounkhong, T., Cho, E., & Smith, K. R. (2017). Are Millennials Willing to Use Social Commerce in Apparel Shopping? International Textile and Apparel Association, Inc., 1-3: ITAA Proceedings. https://doi.org/10.31274/itaa_proceedings-180814-1795 DOI: https://doi.org/10.31274/itaa_proceedings-180814-1795
- Brown, B., & Kim, J. (2017).Understanding Millennials Mobile Shopping Behaviors: An Implication for Insurance Industry. The Journal of International Management Studies, 12(1), 71-82.
- Choudhary, S., &Choudhary, N. (2013).Role of M-commerce in today's scenarios. EXCEL International Journal of Multidisciplinary Management Studies, 3(7), 252-260.
- Harris, K. J., Stiles, J., & Durocher, J. (2011). A preliminary evaluation of the millennial shopping experience: Preferences and plateaus. Hospitality Review, 29(1), 24-47.
- He, T., Wang, Y., & Liu, W. (2012). Empirical Research on Mobile Commerce Use: an Integrated Theory Model. Advances in Information Sciences and Service Sciences, 4(7), 23-32. https://doi.org/10.4156/aiss.vol4.issue7.3 DOI: https://doi.org/10.4156/aiss.vol4.issue7.3
- Hillman, S., & Neustaedter, C. (2017).Trust and mobile commerce in North America. Computers in Human Behavior, 70, 10-21. ttps://doi.org/10.1016/j.chb.2016.12.061 DOI: https://doi.org/10.1016/j.chb.2016.12.061
- Iyer, R., Eastman, J. K., & Monteiro, H. (2016).Perceptions of millennials’ media attitudes and use: a comparison of us and Indian millennials. Marketing Management, 69-85.
- Jay Sang Ryu. (2013). Mobile marketing communications in the retail environmet: A comparision of QR code users and non-users. Mobile Marketing Association IJMM winter, 8(2), 19-29.
- Lee, C.-S., & Ho, J. C. (2010).A framework for analyzing business model innovation in mobile commerce. Journal of International Technology and Information Management, 19(4), 3.
- Lee, K. C., Lee, S., & Kim, J. S. (2005). Analysis of mobile commerce performance by using the task-technology fit Mobile Information Systems (pp. 135-153): Springer. https://doi.org/10.1007/0-387-22874-8_10 DOI: https://doi.org/10.1007/0-387-22874-8_10
- Lee, W. O., & Wong, L. S. (2016).Determinants of mobile commerce customer loyalty in Malaysia. Procedia-Social and Behavioral Sciences, 224, 60-67. https://doi.org/10.1016/j.sbspro.2016.05.400 DOI: https://doi.org/10.1016/j.sbspro.2016.05.400
- Makhitha, K. (2014). Factors influencing generations Y students’ attitude towards online shopping. Mediterranean Journal of Social Sciences, 5(21), 39-50. https://doi.org/10.5901/mjss.2014.v5n21p39 DOI: https://doi.org/10.5901/mjss.2014.v5n21p39
- Malik, A., Suresh, S., & Sharma, S. (2017). Factors influencing consumers’ attitude towards adoption and continuous use of mobile applications: a conceptual model. Procedia computer science, 122, 106-113. https://doi.org/10.1016/j.procs.2017.11.348 DOI: https://doi.org/10.1016/j.procs.2017.11.348
- Muthukumar, S., & Muthu, N. (2015). The Indian kaleidoscope: emerging trends in M-Commerce. International Journal of Advanced Research in Computer and Communication Engineering, 4(1), 50-56. https://doi.org/10.17148/IJARCCE.2015.4110 DOI: https://doi.org/10.17148/IJARCCE.2015.4110
- Ngai, E. W., & Gunasekaran, A. (2007).A review for mobile commerce research and applications. Decision support systems, 43(1), 3-15. https://doi.org/10.1016/j.dss.2005.05.003 DOI: https://doi.org/10.1016/j.dss.2005.05.003
- Pascual Marimón, P., Mollá Descals, A., & Frasquet, M. (2015).Internal factors predisposing the consumer to be a multichannel shopper. Esic Market Economics and Business Journal, 46(3), 101-134. https://doi.org/10.7200/esicm.152.0463.3i DOI: https://doi.org/10.7200/esicm.152.0463.3i
- Thomas, M. R., Kavya, V., & Monica, M. (2018).Online website cues influencing the purchase intention of generation z mediated by trust. Indian Journal of Commerce and Management Studies, 9(1), 13-23. https://doi.org/10.18843/ijcms/v9i1/03 DOI: https://doi.org/10.18843/ijcms/v9i1/03
- V. Venkatesh, J.Y. Thong, X. Xu (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Q., 36 (1) (2012), pp. 157-178. https://doi.org/10.2307/41410412
- Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540 DOI: https://doi.org/10.2307/30036540
- Yaseen, S. G and Zayed (2010). Exploring critical determinants in deploying mobile commerce technology. American Journal of Applied Sciences, 7(1), 35-46. https://doi.org/10.3844/ajassp.2010.120.126 DOI: https://doi.org/10.3844/ajassp.2010.120.126
References
Baek, Y. (2013). Analysis of user's attitude toward apps, intention to use and continual consuming intention-Focused on mobile commerce. International Journal of Contents, 9(4), 35-44. https://doi.org/10.5392/IJoC.2013.9.4.035 DOI: https://doi.org/10.5392/IJoC.2013.9.4.035
Bounkhong, T., & Cho, E. (2017).Factors affecting millennials’ intentions to use social commerce in fashion shopping. The Research Journal of the Costume Culture, 25(6), 928-942. https://doi.org/10.29049/rjcc.2017.25.6.928 DOI: https://doi.org/10.29049/rjcc.2017.25.6.928
Bounkhong, T., Cho, E., & Smith, K. R. (2017). Are Millennials Willing to Use Social Commerce in Apparel Shopping? International Textile and Apparel Association, Inc., 1-3: ITAA Proceedings. https://doi.org/10.31274/itaa_proceedings-180814-1795 DOI: https://doi.org/10.31274/itaa_proceedings-180814-1795
Brown, B., & Kim, J. (2017).Understanding Millennials Mobile Shopping Behaviors: An Implication for Insurance Industry. The Journal of International Management Studies, 12(1), 71-82.
Choudhary, S., &Choudhary, N. (2013).Role of M-commerce in today's scenarios. EXCEL International Journal of Multidisciplinary Management Studies, 3(7), 252-260.
Harris, K. J., Stiles, J., & Durocher, J. (2011). A preliminary evaluation of the millennial shopping experience: Preferences and plateaus. Hospitality Review, 29(1), 24-47.
He, T., Wang, Y., & Liu, W. (2012). Empirical Research on Mobile Commerce Use: an Integrated Theory Model. Advances in Information Sciences and Service Sciences, 4(7), 23-32. https://doi.org/10.4156/aiss.vol4.issue7.3 DOI: https://doi.org/10.4156/aiss.vol4.issue7.3
Hillman, S., & Neustaedter, C. (2017).Trust and mobile commerce in North America. Computers in Human Behavior, 70, 10-21. ttps://doi.org/10.1016/j.chb.2016.12.061 DOI: https://doi.org/10.1016/j.chb.2016.12.061
Iyer, R., Eastman, J. K., & Monteiro, H. (2016).Perceptions of millennials’ media attitudes and use: a comparison of us and Indian millennials. Marketing Management, 69-85.
Jay Sang Ryu. (2013). Mobile marketing communications in the retail environmet: A comparision of QR code users and non-users. Mobile Marketing Association IJMM winter, 8(2), 19-29.
Lee, C.-S., & Ho, J. C. (2010).A framework for analyzing business model innovation in mobile commerce. Journal of International Technology and Information Management, 19(4), 3.
Lee, K. C., Lee, S., & Kim, J. S. (2005). Analysis of mobile commerce performance by using the task-technology fit Mobile Information Systems (pp. 135-153): Springer. https://doi.org/10.1007/0-387-22874-8_10 DOI: https://doi.org/10.1007/0-387-22874-8_10
Lee, W. O., & Wong, L. S. (2016).Determinants of mobile commerce customer loyalty in Malaysia. Procedia-Social and Behavioral Sciences, 224, 60-67. https://doi.org/10.1016/j.sbspro.2016.05.400 DOI: https://doi.org/10.1016/j.sbspro.2016.05.400
Makhitha, K. (2014). Factors influencing generations Y students’ attitude towards online shopping. Mediterranean Journal of Social Sciences, 5(21), 39-50. https://doi.org/10.5901/mjss.2014.v5n21p39 DOI: https://doi.org/10.5901/mjss.2014.v5n21p39
Malik, A., Suresh, S., & Sharma, S. (2017). Factors influencing consumers’ attitude towards adoption and continuous use of mobile applications: a conceptual model. Procedia computer science, 122, 106-113. https://doi.org/10.1016/j.procs.2017.11.348 DOI: https://doi.org/10.1016/j.procs.2017.11.348
Muthukumar, S., & Muthu, N. (2015). The Indian kaleidoscope: emerging trends in M-Commerce. International Journal of Advanced Research in Computer and Communication Engineering, 4(1), 50-56. https://doi.org/10.17148/IJARCCE.2015.4110 DOI: https://doi.org/10.17148/IJARCCE.2015.4110
Ngai, E. W., & Gunasekaran, A. (2007).A review for mobile commerce research and applications. Decision support systems, 43(1), 3-15. https://doi.org/10.1016/j.dss.2005.05.003 DOI: https://doi.org/10.1016/j.dss.2005.05.003
Pascual Marimón, P., Mollá Descals, A., & Frasquet, M. (2015).Internal factors predisposing the consumer to be a multichannel shopper. Esic Market Economics and Business Journal, 46(3), 101-134. https://doi.org/10.7200/esicm.152.0463.3i DOI: https://doi.org/10.7200/esicm.152.0463.3i
Thomas, M. R., Kavya, V., & Monica, M. (2018).Online website cues influencing the purchase intention of generation z mediated by trust. Indian Journal of Commerce and Management Studies, 9(1), 13-23. https://doi.org/10.18843/ijcms/v9i1/03 DOI: https://doi.org/10.18843/ijcms/v9i1/03
V. Venkatesh, J.Y. Thong, X. Xu (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Q., 36 (1) (2012), pp. 157-178. https://doi.org/10.2307/41410412
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540 DOI: https://doi.org/10.2307/30036540
Yaseen, S. G and Zayed (2010). Exploring critical determinants in deploying mobile commerce technology. American Journal of Applied Sciences, 7(1), 35-46. https://doi.org/10.3844/ajassp.2010.120.126 DOI: https://doi.org/10.3844/ajassp.2010.120.126