Original scientific paper

Investigating attitudes towards mobile commerce for travel products

Evangelos Christou ; Department of Business Administration University of the Aegean, Greece

Abstract

This paper focuses on investigating the relationship between the advantages and drawbacks of mobile shopping for travel products (mobile commerce), in contrast to conventional in-store shopping from brick and mortar travel agents, and consumers' perception of the innovation characteristics (relative advantage, compatibility and complexity) of m-shopping. In this vein, the present survey investigates also the corre-lation between consumers' perception of these characteristics and their intention to adopt m-shopping. The above relationships were examined on a sample consisting of 116 individuals in Greece that have used electronic commerce or mobile commerce (or both) in the past. According to the findings, it appears that the advantages and drawbacks of physical effort and time pressure associated to conventional in-store shopping from a travel agent have a positive impact on consumers' perception of the characteristics of mobile shopping (m-shopping). The findings also provide evidence that consumers' perception of the relative advantage and compatibility of mobile travel shopping have another positive impact on their future behavioural intentions to adopt m-shopping. Last, it was also examined if income, education and age moderate these relationships. Overall, these findings have significant implications for the con-tent of mobile commerce services for travel products and the segmentation and target-ing strategy of providers of such services.

Keywords

mobile commerce; travel shopping; adoption of innovations; Greece

Hrčak ID:

56098

URI

https://hrcak.srce.hr/56098

Publication date:

19.5.2010.

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