1. Factors affecting purchase
intention on mobile shopping
web sites
Presenter: Jessie Liu
Instructor: Dr. Pi-Ying Hsu
Date: March 18, 2013
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2. Citation
• Lu, H. P., & Su, Y. J. (2009). Factors affecting
purchase intention on mobile shopping web
sites. Internet Research, 19(4), 442 – 458.
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3. Contents
Introduction
Literature Review
Methodology
Results & Conclusion
Reflection
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4. 4

5. Introduction
Mobile Shopping Service
MSS
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6. Introduction
Disconnect without any
warning
Have many limitations
Not stable enough
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7. The Purpose of Study
• To explore a conceptual model for analyzing
customers’ perceptions of using mobile
commerce services for online shopping
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8. 8

9. Variables
Anxiety
Mobile skillfulness
Enjoyment
Ease of Access
Usefulness
Compatibility
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10. Literature Review
A number of previous studies found
that anxiety had a significantly
negative influence on information
system adoption.
(Compeau et al., 1999; McFarland & Hamilton,
2006)
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11. Literature Review
One’s emotional arousal anxiety has
been found to have a negative effect
on one’s perceived capability.
(Compeau et al., 1999; Fagan et al.,
2003)
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12. Literature Review
Compatibility positively affects one’s
attitude toward using a virtual store.
(Chen et al., 2002)
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13. Hypotheses
Enjoyment
Enjoyment
H3 H5 H9
Mobile
Mobile
Skillfulness
Skillfulness Ease of Access H6
Ease of Access
Mobile Shopping
Mobile Shopping
H2 H7 Intention
Intention
H4 H8
Usefulness
Usefulness
Anxiety
Anxiety
H10
Compatibility
Compatibility
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H1

14. Hypotheses
H1. Anxiety will negatively affect customer’s
intention to use MSS on m-shopping web
site.
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15. Hypotheses
H2. Mobile skillfulness will negatively affect
anxiety of using MSS on m-shopping web
site.
H3. Mobile skillfulness will positively affect
enjoyment of using MSS on m-shopping
web site.
H4. Mobile skillfulness will positively affect
usefulness of using MSS on m-shopping
web site.
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16. Hypotheses
H5. Ease of access will positively affect
enjoyment of using MSS on m-shopping
web site.
H6. Ease of access will positively affect
customer’s intention to use MSS on m-
shopping web site.
H7. Ease of access will positively affect
usefulness of using MSS on m-shopping web
site.
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17. Hypotheses
H8. Usefulness will positively affect customer’s
intention to use MSS on m-shopping web
site.
H9. Enjoyment will positively affect customer’s
intention to use MSS on m-shopping web
site.
H10. Compatibility will positively affect
customer’s intention to use MSS on m-
shopping web site.
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18. 18

19. Methodology
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20. Procedures
A wide range of
Users of MSS
Internet professional or
10 IT experts
managerial sectors
Data
Pilot test Questionnaire
collection
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21. Likert Scale
strongly strongly
Question disagree
disagree Neither agree
agree
The process of surfing
m-shopping web site is 1 2 3 4 5
enjoyable.
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22. Data analysis
Confirmatory factor analysis (CFA)
Cronbach’s alpha
Average variance extracted (AVE)
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23. 23

24. ults
Res
> 0.50
> 0.80 > 0.50 24

25. Results
H3
Enjoyment
Enjoyment
0.33*** H5 H9 0.53***
0.36***
Mobile
Mobile
Skillfulness
Skillfulness Ease of Access
Ease of Access
H6 Mobile Shopping
Mobile Shopping
H2 H4 H7 -0.08ns Intention
Intention
-0.44*** 0.26***
0.32***
H6. Ease of access will positively affect
H6. Ease of access will positively affect
Usefulness H8
Usefulness
Anxiety
Anxiety
customer’s intention to use MSS on m-
0.23***
customer’s intention to use MSS on m-
shopping web site.
shopping web site. H10
Compatibility
Compatibility 0.19***
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H1 -0.16***

26. Conclusion
1. Enjoyment strongly affects the intention to
engage in m-shopping.
2. Anxiety was proven to be a significant
negative antecedent of behavioral intention
to shop.
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27. Conclusion
3. Mobile skillfulness plays an important role.
4. Compatibility exerted a significant influence
on adoption intention.
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28. 28

29. Reflection
• Further investigation and more evidences
acquired by cross-country and cross-culture in
mobile technology adoption are necessary.
• Considering the payment system over the
mobile web would be a great challenge.
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30. Thank you
for your
listening!
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