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Evaluation of Customers Adoption  of Mobile Technologies For Shopping and Factors Motivating Consumers to  Adopt Mobile Shopping.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Advancement in information technology has influenced various aspects of human lives. The penetration of information technology is likely to increase in future. Therefore, it is imperative that one should be aware of the factors, which encourage or discourage customers towards use of information technology and related products and services. With reference to e-commerce, organizations should analyze preferences of consumers in mobile-commerce environment and based on their findings, should adjust their product or service accordingly.

The current research was based on the future research areas highlighted by Pantano and Priporas (2016) and covered the limitations of their study using a larger sample (150 customers) using the context of Pakistan. Shahid et al. (2015) Highlighted that mobile-phone industry of Pakistan is one of the vibrant industries of the world. The mobile-density of Pakistan is one of the highest of Asia. The findings of this research revealed different dimensions of independent variables. For perceived ease of use, these dimensions were understandable and easier for one to become skillful in using MBA. Likewise, for perceived usefulness, these dimensions were opportunity of processing more banking transactions and always available. Further to this, for innovativeness of user, these dimensions were being an unconventional person, prefer to experiment new things in life and prefer to obtain information about new products. Likewise, for design of application, these dimensions were using MBA is secure, using MBA has a pleasant experience on my mood, easier to navigate MBA, can customize MBA according to my needs and MBA gives me an opportunity to compare charges with competitors. Finally, for finance cost these dimensions were using MBA saves transportation cost, to and from stores and using MBA saves time of visiting Bank.

In addition, this study helped in identification of relative importance of different independent variables on the dependent variables. It was revealed that perceived usefulness is the most influential factor which influences future usage intentions of the people whereas design of application is least influential factor. Likewise, finance cost and innovativeness of users are also important factors. It was suggested that MBA providers should focus on female segments as well, create awareness of MBA among older people, provide MBA in native language, and focus on promoting MBA using different dimensions such as perceived usefulness and cost efficiency.

Moreover, this research contributed to previous research in various forms including identification of important dimensions of select variables as well as relative importance of perceived ease of use, perceived usefulness, innovativeness, design of application and cost. Researcher identified various research limitations. Future researchers should overcome these limitations.

Place, publisher, year, edition, pages
2016. , 68 p.
Keyword [en]
Mobile commerce, mobile banking applications, Customers’ satisfaction
National Category
Economics and Business
URN: urn:nbn:se:lnu:diva-56345OAI: diva2:957685
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Available from: 2016-09-05 Created: 2016-09-03 Last updated: 2016-09-05Bibliographically approved

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