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Introduction
Research exploring the interaction of technology with consumers is one of the core areas in marketing (Parasuraman and Zinkhan, 2002; Fassnacht and Koese, 2006; Graesch et al., 2020). The use of mobile devices and applications in consumers' daily life is one of the prominent areas of investigation for aligning marketing strategies adopted by organisations (Grewal et al., 2020). Mobile shopping and digital payments are rapidly replacing traditional shopping (Sharma et al., 2018; Dwivedi et al., 2020). Mobile retail sales revenues in the US were expected to reach USD 338 billion by 2020, up from a modest USD 50 billion in 2014 (eMarketer, 2019).
Increasing Internet accessibility has been a significant enabler for businesses to establish relationships with otherwise inaccessible consumers. The proliferation of Internet-ready handheld devices like smartphones and tablets and widespread wireless and mobile connectivity has made mobile shopping easier, thus, compelling firms to focus on such modes of communication and specifically re-orient their operations to cater to these consumers (Huang et al., 2015). The popularity of m-shopping over traditional e-shopping due to its ubiquity and localisation makes it convenient for marketers to personalise their products and services as per consumer's needs (Rao and Minakakis, 2003; Chen, 2018). The expectation of consumers using m-shopping differs from traditional retail sales varies in terms of speed of delivery, lower rate of failures and low maintenance (Huang et al., 2015). Portability, faster transactions and convenience make m-shopping the preferred way to buy products for consumers using mobile devices. However, incremental usage of m-shopping over traditional retail depends mainly on adapting the technological interface for acquiring products or services. Individuals place great emphasis on usefulness and ease of use while selecting a technical platform (Davis et al., 1989). Customers place greater focus on expected performance when it comes to continued use of mobile shopping services (Yang, 2010).
The technology adoption model (TAM) is used widely in understanding consumer behaviour in technology-assisted markets (Davis, 1986). The extension of TAM in m-shopping revealed that among purchasers and non-purchasers, high perceived usefulness (PU) and satisfaction with the m-shopping leads to a positive intent to use m-shopping. In contrast, for non-purchasers, it is only PU that affects the intent to use (Agrebi and Jallais, 2015). Therefore,...