Uncovering the Antecedents of Mobile-Social Shopping Intention: A Structural Equation Modeling Approach

Uncovering the Antecedents of Mobile-Social Shopping Intention: A Structural Equation Modeling Approach

Mobile social shopping is a distinct subset of social shopping whereby users use mobile devices to participate in social shopping activities. This study aims to determine the antecedents of mobile social shopping intention. In this regard, we develop an integrated research model by incorporating the constructs from the theory of reasoned action, innovation diffusion theory, and self-determination theory. We collected the empirical data through an online survey of 312 respondents who are mobile social shoppers in Bangladesh. The structural equation model was used to assess the path relationships among constructs used in the research model. The findings of this study show that all predictors, except personal innovativeness, significantly influence the level of trust and electronic word of mouth, which, in turn, influences mobile social shopping intention. The importance performance map analysis outputs also depict that trust and electronic word of mouth are important factors, but they perform poorly compared to other constructs. The practical results strongly support the model integration, suggesting a comprehensive model can improve mobile social shopping intention. This can aid in the planning, evaluating, and implementing mobile social shopping, thereby improving the overall shopping experience for users.