Research On Behavioral Factors That Influence Usage Intention Of Mobile Shopping In Peru

Mobile shopping has become a routine and daily activity for many people in different parts of the world,however,mobile commerce has not still fully penetrated some developing countries in South America,as in Peru.Current research and literature explore and discuss models and factors related to acceptance of mobile commerce in many different developed countries of Europe,America and Asia,however the research made in developing countries is very little and in the case of Peruvian mobile commerce,null.In fact,within the literature review there are scholars that urge the understanding and investigation of the drives that motivate and limit consumer's purchase intention in mobile devices.So that,this research study aims to understand the behavioral factors of people's acceptance and intention of use of mobile commerce in Peru,by using studied models and factors and contrast them experimentally with the results obtained in other countries.This research makes a description of the current literature in customer's acceptance of e-commerce and details some popular models such as TAM(Technology Acceptance Model)and UTAUT(Unified Theory of Acceptance and Use of Technology),as well as inherent features of mobile shopping as “Instant connectivity”,and an important determinant drive of security and perceived losses,“Perceived Security”.“Instant Connectivity” as a determinant factor of for mobile commerce acceptance summarize the importance of time convenience and mobility that mobile commerce offers.“Perceived security” is an important factor to understand in the context of Peruvian e-commerce,due to higher distrust in countries with higher levels of corruption and insecurity.The proposed experimental model yielded a set of 7 hypotheses and were tested using a survey of 210 participants in the city of Trujillo,Peru.The original survey was had an electronic version uploaded in Google Forms,but finally a printed version had to be prepared for convenience of some participants.The obtained data was described and statistically tested in reliability and validity;and analyzed to find correlations and the corresponding support or rejection of hypotheses.The experimental model was analyzed using IBM AMOS using structural equation modeling,obtaining good model fit with positive results in X2/df,RMSEA,CFI,IFI,and TLI.The results show that five of the seven proposed hypotheses are supported at a significance level of 0.001.The results prove important dependences on the variables “Perceived Security” and “Instant Connectivity”;however,the two variables from the TAM model,“Perceived Usefulness” and “Perceived Ease of Use” are supported at lower significance of 0.01 and 0.05.A detailed discussion of the obtained results is described,explaining the results of experiments and its consequences.The contributions,limitations and future research is suggested in final chapter.