Browsing by Author "Olivier, Xavier Rousseau"
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- ItemAn investigation into the antecedents and outcomes of the m-shopping experience(Stellenbosch : Stellenbosch University, 2016-12) Olivier, Xavier Rousseau; Terblanche, N. S.; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.ENGLISH SUMMARY : M-shopping is progressively becoming more popular among consumers and further growth in m-shopping has been projected for the foreseeable future. Against this background, firms are increasingly adopting m-shopping as a new retail platform, which permits them to sell products and communicate with the consumer on mobile devices, on an anywhere-anytime basis. However, the potential of m-shopping seems to be underrated and not fully comprehended by firms. For this reason, this study attempted to capture the behaviour and perceptions of m-shoppers in a model that comprises the antecedents and outcomes of m-shopping in a particular context, namely the use of mobile phones to shop on mobile reference websites. Structural equation modelling (SEM) was used to test the relationships between the antecedents and outcomes of m-shopping and conclusions were drawn from the results of the structural model. It was found that self-efficacy had a positive significant relationship with perceived ease of use and perceived usefulness; and perceived usefulness and confirmation had a positive significant relationship with customer satisfaction. Customer satisfaction, in turn, had a positive significant relationship with hedonic and utilitarian value; hedonic and utilitarian value had a positive significant relationship with trust; and finally, trust, subjective norm and innovativeness had a positive significant relationship with the continuance of m-shopping. Moreover, the structural model illustrates the synergy that is required between the antecedents and outcomes of mshopping to ascertain the ultimate outcome of the continuance of m-shopping. This study also investigated differences between specific demographic characteristics of m-shoppers, such as age, gender, number of times an individual had m-shopped and the amount of money spent when m-shopping. From the findings managerial implications are formulated, and suggestions are made for firms and marketers to enhance their m-shopping strategies.