Factors influencing the intention to use mobile shopping on smartphones among Malay and non-Malaysian Chinese students in IIUM

Abstract

Despite the significant literature on mobile shopping in international settings, much more needs to be explored and investigated in the case of Malaysia. This study investigated the factors influencing the intention to use mobile shopping on smartphones among Malay and Chinese students in IIUM. It adopted a quantitative approach by conducting surveys among consumers in IIUM based on the extended Technology Acceptance Model (TAM). This research shows that perceived usefulness, perceived ease of use, perceived privacy, perceived trust, and perceived enjoyment are key determinants influencing consumers’ attitude towards an intention to use mobile shopping. The questionnaire data are collected from 350 students in IIUM. Partial Least Squares (PLS) is employed to test the research model and hypotheses. The findings reveal that perceived usefulness, perceived ease of use, perceived trust, and perceived enjoyment have a direct and significant positive influence on attitude, while perceived privacy has an insignificant impact on attitude. Also, all independent variables used in this study have an indirect positive impact on the intention mediated by attitude, and only perceived privacy does not have a positive impact on intention mediated by attitude. Therefore, the findings indicate that perceived usefulness, perceived ease of use, perceived trust, perceived enjoyment and consumer’s attitude are factors affecting the intention to use mobile shopping on smartphones among Malay and Chinese students in IIUM.