Understanding Adoption Intention of Mobile Shopping Applications: Empirical Assessment From IDT - Perceived Risk and Enjoyment

Abstract

This paper empirically explains the main determinants impacting user's intention to shop via mobile application in Jordan. This study modified innovation diffusion theory (IDT) and incorporates two new factors: perceived enjoyment and perceived risk. Data were obtained from 450 customers by using regression analysis for testing seven hypotheses. The results showed that relative advantage, compatibility, trialability, and observability are significantly associated with consumer decisions to adopt mobile shopping applications. Perceived enjoyment and perceived risk have a non-significant effect on the intention to use. Interestingly, complexity was found to be positively related to intention to use. This research confirms that IDT is a robust model when studying new technology or innovation like mobile shopping. The findings from this study are helpful for software engineers, retailers, service developers, and mobile marketers to raise the usage rate of this service among people.