Toward Developing a Mobile Channel Extension Model: Roles of Compatibility, Subjective Norm, and Media Influences
Year: 2011
Type: article
Study design: Observational Study
Abstract: The present research developed and empirically examined a theoretical model called a Mobile Channel Extension Model for consumer behavior toward mobile commerce. We proposed three antecedents: compatibility of, subjective norm regarding, and media influence regarding mobile use for communication purposes that influence the attitude toward the subjective norm and media influences of mobile use for shopping. These in turn positively influenced the consume's intention to use mobile devices for shopping. A Structural equation modeling analysis, using the data collected from a national online survey of 524 U. S. multichannel shoppers, confirmed the proposed model. The theoretical implications of these effects were discussed and managerial suggestions were made for both academicians and practitioners.
Authors: Hyun-Hwa Lee, Ji-Hyun Kim
Institutions: Inha University, Virginia Tech
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2073433586