Predicting the Intention and Adoption of Mobile Shopping During the COVID-19 Lockdown in Malaysia

Abstract

This study examined the effect of ubiquitous connectivity, service quality, system quality, perceived usefulness, perceived ease of use, and perceived enjoyment on the intention and adoption of mobile shopping among consumers in Malaysia. A total of 316 respondents were collected from consumers in Malaysia using the online platform. The findings revealed that ubiquitous connectivity, perceived usefulness, perceived ease of use, and perceived enjoyment had a significant positive effect on the behavioral intention to adopt mobile shopping whereas service quality and system quality contributed insignificant impact on consumers’ intention to adopt mobile shopping. The results identified that consumers’ behavioral intention exhibited higher significant impact on the adoption of mobile shopping during the COVID-19 lockdown. The findings further revealed that intention to adopt mobile shopping mediated the association between ubiquitous connectivity, perceived usefulness, ease of use, and enjoyment on the adoption of mobile shopping. The current study contributed significant theoretical and practical implications for marketers and mobile service providers to better promote the adoption of mobile shopping consumers in Malaysia through the implementation of an effective strategy.