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ELECTRONIC SHOPPING BEAHVIOR IN MOBILE COMMERCE


CONTEXT: AN EMPIRICAL STUDY

Prof. Dr. Tarek Taha Ahmed
Dean of the Faculty, Pharos University in Alexandria, Egypt
Dr.Tarek.Ahmed@pua.edu.eg, ProfDrTarekTaha@Gmail.com

ABSTRACT
Today customers are able to shop via the wireless
Internet, using web browser as an e-shopping channel
to access retailers websites. Although most available
studies have theoretically proposed the relationships
between different variables and e-shopping behavior,
comparatively little research has tested this
phenomenon empirically in the m-commerce context.
Another key limitation of the existing literature
concerns their focus on developed countries, while the
worldwide growth of m-commerce has shown the need
to extend this research to other unstudied developing
countries with different cultures and from different
perspectives. Thus, the current paper is one more
attempt to fill these gapes in the current body of
literature. This study aimed to propose a model for
examining and validating empirically the critical
factors that have the most significant influence on
customers behavioral intention to use wireless Internet
as an e-shopping channel. In contrast to previous
works, the current empirical study extended the
research scope by combining the most critical factors
identified in literature and applied them in the local
context, therefore our model contained variables that
have not been integrated into one framework, to
examination simultaneously for validation and
relationship.
Keywords: e-commerce, e-shopping behavior, e-stores,
m-commerce, Online customers, Wireless Internet

1. INTRODUCTION
The rapid expansion of electronic commerce (e-
commerce) with the development of Internet technology
advanced many e-business models, among which is the
electronic shopping [2, 8, 12, 32, 37 and 39]. Today
customers are able to shop via the Internet, using web
browser as a shopping channel to access retailers
websites (e-stores). This new type of shopping mode,
coming in different names like Internet shopping, e-
shopping, net shopping web-based shopping or online
shopping, featuring in free customers from having to
personally visit physical stores [22, 25, 36 and 43]. The
previous terms of electronic shopping are often used
interchangeably in e-commerce literature [1, 21 and 29].
Electronic shopping as a mobile commerce (m-
commerce) application is the wireless Internet
shopping, based on the convergence of Internet,
wireless technology and mobile devices, in which
customers can instantly access vendors websites via
their mobile devices and perform, in comparison to the
traditional shopping, a wider range of shopping
activities anywhere and anytime, make information
about products available and receive up-to-the-minute
services, limited only by coverage provided by the
mobile networks [3, 10, 23, 29, 39 and 42]. Given that
several e-commerce applications are now in the process
of being converted into m-commerce applications, e-
marketers have increased their investment in mobile
internet shopping, as a crucial aspect of marketing
strategy, to deliver content, services and promotions to
customers, and support online organizations-customer
interactions like never before [8, 31, 35, 39 and 42].
Consistent with above, others such as Soopramanien
and Robertson [41] recommended that when studying e-
shopping behavior, we should bear in mind that the
internet as a shopping channel is still competing with
the long established in-store channel and that the former
has not yet reached the mainstream status that many had
predicted. However, m-commerce applications are still
at the initial stage and hence require extensive research
in various disciplines [23].
Other empirical evidences support this conclusion,
for example Zhou et al. [47] pointed out that many users
have tried e-shopping but indicated that may stop doing
it in future, therefore it is important to identify factors
leading customers to use this application.
In summary, today many customers use both
physical stores (traditional outlets) and electronic shops
(virtual storefronts) when engaging in shopping
behavior. Being exposed to the two channels, customer
shopping behavior is affected by perceptions of both
[43]. Therefore, identifying and examining the factors
contribute to customers behavior in electronic shopping
considered a fundamental requisite for developing this
type of m-commerce application [29, 35 and 46].
The current study is carried out from a behavioral
oriented perspective taken from relevant literature, and
focused particularly on customers e-shopping behavior,
in contrast to the technology oriented approach, which
has been the main topic of m-commerce literature. Here
we adopted the concept that described m-commerce as
the applications of wireless devices and data connection
to conduct transactions, which results in the transfer of
value in exchange of information, services or goods (see
[23]).

1.1 RESRACH PROBLEM
Although most available studies have theoretically
proposed the relationships between different variables
and e-shopping behavior, comparatively little research
has tested this phenomenon empirically in the m-
commerce area. Another key limitation of the existing
literatures concerns their focus on developed countries,
with a greater predisposition toward the wireless
Internet, while the worldwide growth of m-commerce
2

has shown the need to extend this research to other
unstudied developing countries with different cultures
and from different perspectives [2, 17, 38 and 41].
This relatively inadequate coverage poses problems
for e-retailers in developing countries because
limitations in this area mean difficulties for them to
properly plan strategy for attracting and retaining online
customers.
It will be worthwhile to mention that our preliminary
study, which conducted in the early stages of our
research, suggested that mobile Internet shopping still
relatively unnoticed by many Egyptian online
customers. Thus, the current paper is one more attempt
to fill these gapes in the current body of literature,
specifically in the developing countries context.

1.2 RESRACH OBJECTIVES
This paper aimed to develop and extend the research
context from electronic shopping in e-commerce to
wireless Internet shopping in m-commerce environment
through proposing a model to examine and validate
empirically the critical factors that affect customers
behavioral intention to use wireless Internet as a
shopping channel and test their actual behavior.
More specifically, the present investigation adds to
literature through achieving the following objectives:
(1) identify the potential critical factors that have the
most significant influence on customers behavioural
intention to use wireless Internet as an e-shopping
channel in m-commerce, (2) determine the relative
importance of each of these factors to help e-markers
for attracting online customers, (3) develop and validate
a mathematical model, that can systematically predict e-
shopping customer behaviour in Egypt as an example of
developing country based on empirical evidence, (4)
test the actual behaviour of customers regarding using
mobile e-shopping.
With these objectives in view, the current paper has
been structured as follows: the literature and relevant
studies were reviewed and analyzed. Then a research
model was proposed and hypotheses were formulated to
be tested in the study. This was followed by an
explanation of the procedures used to obtain empirical
data, measurement, and validation processes, as well as
the testing of the hypotheses stated. Finally, based on
our findings a series of conclusions with managerial
implications and final thoughts that emphasize the great
interest in the topic under analysis were presented; and
then certain limitations and future lines of research with
regard to this issue were highlighted.

2. LITERATURE REVIEW
Relevant literature and past available research were
extensively reviewed and integrated sequentially,
including a wide range of recently published works, in
order to develop more effectively the studys
hypotheses and the research model. This extensive
revision, which provided the conceptual foundation for
our study, revealed that drivers which affect customers
intention to shopping over the Internet in m-commerce
are not the same as those influencing offline customer
in traditional commerce [15, 17, 18, 30 and 37], and
addressing the behavioral features of m-commerce or
proposing a behavioral model not only allows us to
identify which are the relevant explanatory variables,
but also determine how they influence e-shopping
behavior [9 and 15].
Given the widespread nature of such views, it
perhaps not surprising to find other works that agreed
with this contention, for example Weisberg et al. [45]
argued that shopping on the Internet has unique features
that make it different from the traditional shopping
process. Similarly a recent study on customer behavior
in e-commerce by Hernandez et al. [17] concluded that
the growth of e-commerce applications have made it
clear that customer behavior has evolved. Nevertheless,
Gounaris et al. [13] and Grant et al. [15] emphasized
that it is well recognized though that the Web represents
a fundamentally different shopping environment than a
traditional shopping channel. As such, classical
marketing paradigms, theories, and activities as well as
customer attitudes and behaviors need to be re-
evaluated in this new context. Also,
Scholars and past research identified some factors
that have a significant impact on customers behavioral
Intention to use e-shopping. For example, Kim et al.
[24]; Lu et al. [32] and Kim et al. [25] found that
perceived trust of e-store positively influences the
future e-shopping intention and considered as a critical
success factor for conducting e-commerce transactions.
Similar findings can be found in other previous works
(e.g. [6, 21, 27 and 40]). According to Ho and Oh [19]
customers seriously consider the circumstances when
making virtual transactions with e-vendors because of
the uncertainty and perceived risks existing in the
virtual environment.
Consistent with the above, Hong and Cho [21]
argued that in e-commerce, perceived trust remains
critical factor because consumer face challenge of
buying online from an unfamiliar merchant a product or
service that they cannot actually see or touch. Thus,
Becerra and Korgaonkar [4] recommended online
vendors to enhance the perceived trust of their customer
to increase online sales. In e-commerce context,
perceived trust is defined as a belief the vendors are
willing to behave based on an individuals expectation
[16]. Other factors which may have a positive impact on
e-shopping behavior are perceived usefulness of m-
commerce applications, ease of use of m-commerce of
m-commerce applications (usability) and wireless
Internet experience [6, 9, 17 and 18].
On the other hand, literature related to online
shopping showed that perceived risk is associated with
an unwillingness to adopt e-shopping. Therefore, e-
shopping intention can be negatively affected by
perceived security risk of electronic transaction in e-
commerce [2, 20, 26, 33, 34 and 34]. This finding is in
agreement with that provided by Cho [7] who found a
negative relationship between perceived security risk
and Customers e-purchase behavior, which implies that
online Customers worry about the security issues
regarding the electronic transaction of m-commerce.
3

Perceived risk can be described as the customers feeling
of tension or anxiety caused by e-shopping.
Other researchers [28, 45 and 47] attempted to
examine the impact of some personal factors such as
age, educational level and income on customers e-
shopping behavior. They concluded that these variables
considered important for understanding the future
intention to purchase in e-commerce.
In contrast to previous works, the current study
extended the research scope by combining the most
critical factors identified in literature and developed an
empirically-based model including these factors, which
have never been integrated into one framework, to
examination simultaneously for validation and
relationship

3. THE RESEARCH MODEL AND
HYPOTHESES
The preceding discussion of literature as well as the
feedback obtained from our preliminary study formed
the theoretical foundation of the research model
illustrated in figure 1, which incorporated many of the
relevant features of m-shopping identified in the
literature and applied these to our local context.
















Figure 1: The proposed research model

As suggested in the relevant literature the research
model ([e.g. 6, 14 and 45]) considered e-shopping
behavioural intention as a prerequisite for e-shopping
actual behaviour. In the context of m-commerce, e-
shopping behavioural intention reflects the desire of
consumers to make shopping over the wireless Internet,
while e-shopping actual behaviour refers to who
customer as a wireless Internet shopper behave. In this
connection, three types of e-shopping behaviour have
been identified: (a) buying (when customers use the
wireless Internet to buy online, (b) browsing (when
customer uses the wireless Internet for product
information searching but buy in-store, (c)
Entertainment (when customer uses wireless Internet
for enjoyment (see [41]).
The research model suggested, as shown in the
previous figure, nine structural links between the
construct involved in e-shopping behavior, which
representing its hypothesized relationships. These links
advanced the following hypotheses to be
simultaneously tested:
H
1
: Customers behavioral intention to use wireless
Internet as an e-shopping channel is positively
influenced by certain factors such as:
H
1a
: Perceived trust of e-store
H
1b
: Perceived usefulness of m-commerce
applications
H
1c
: Perceived ease of use of m-commerce
applications.
H
1d
: Customer experience with wireless Internet.
H
1e
: Customer educational level.
H
1f
: Customer income.
H
2
: Customers behavioral intention to use wireless
Internet as an e-shopping channel is negatively
influenced by factors such as:
H
2a
: Perceived security risk of m-commerce
transactions.
H
2b
: Customer age.
H
3
: Customers as e-shoppers use wireless Internet
mainly for browsing product information but buy in-
store.
Symbolically, the initial multiple regression equation
(EQ1) can be presented as follows to predict the
customers behavioural intention to use wireless
Internet as an e-shopping channel (criterion variable),
served as regress, given known values from a set of
predictor variables, used a regressors.
EQ1:




Where:
PTR= Perceived trust of e-store
PUS= Perceived usefulness of mobile commerce application
PES= Perceived ease of use of mobile commerce application
WIE= Wireless Internet experience
EDU= Educational level
INC= Income
PSR= Perceived security risk of m-commerce transactions
AGE= Age
Y
INT
= e-shopping behavioral Intention
BEH= e-shopping actual behavior
In order to validate this model a number of validity
tests have been applied and relationships among its
variables have been empirically examined.

4. RESEARCH METHODOLOGY
To test our research model we employed an empirical
study. A richer research methodology is used in this
study combining quantitative and qualitative methods to
validate the research model. Thus, the research process
involved multi-stage procedures as follows:
4.1 PRELIMINARY QUALITATIVE STUDY
In this stage, a series of in-depth interviews were
carried out to enhance our understanding of the nature
and essence of the phenomenon under investigation, the
issues arising from this stage, were used as a basis for
the next quantitative study.
4.2 QUANTITATIVE STUDY
The quantitative stage in the form of personally-
administrated questionnaire survey was conducted to
H3
H1c
H2a
H2b
H1f
H1e
H1b
H1a
H1d
Y
INT
= a+ b
PTR
PTR+ b
PUS
PUS + b
PES
PES + b
MIE
WIE + b
EDU
EDU + b
INC
INC b
PSR
PSR - b
AGE
AGE

e-shopping
behavioral
Intention

Customers
behavioral
intention to
use the
wireless
Internet as
an e-
shopping
channel
(YINT)
PTR
PUS
PES
WIE
PSR
INC
AGE
EDU
e-shopping
actual behavior
(BEH)
Browsing
Buying
Entertainment
4

collect empirical data from undergraduate, postgraduate
and graduate students of the Egyptian government and
private universities. The underlying assumption for
sampling higher education students is that they
considered appropriate candidates for the investigation
of e-shopping due to their basic computer skills and
activity in using mobile applications, which form the
necessary technology infrastructure to conduct e-
shopping in m-commerce environment (e.g. [5, 6, 32
and 35]). Simple random sampling was carried out in
order to gain as many representative samples as
possible. To increase generalizations of the results the
respondents were spread across five universities located
in four different Egyptian major cities.

4.4 INSTRUMENT AND VALIDITY
To develop our instrument a number of prior
relevant studies and corresponding scales were
reviewed to ensure that a comprehensive list of
measures were included. Multi-items measures were
generated for each construct and assessed for the
reliability and content validity. The questionnaire
consisted of two parts including a portion for
respondents personal data and another dealt with the
perceptual variables. Each questionnaire items of
perceptual constructs were measured on 7-point multi-
item Likert scales, in which 1 indicates completely
disagree and 7 completely agree. Prior to the
conduct of a formal survey, a pre-test was carried out to
validate the initial version of the survey questionnaire.
The results from the pre-test study led to the final
version of the questionnaire, and the instrument has
confirmed content validity.
4.5 RESEARCH DESIGN AND RELIABILTY
The research design for this study involved a cross-
sectional survey methodology, which was conducted
between April and May, 2011. The questionnaire was
originally developed in English, and subsequently
translated into Arabic language. To reduce the
possibility that a respondent participated in the survey
more than once, each respondent was required to
provide his or her university identification number
(student ID) in the survey.
Among a total of 800 questionnaires that were
distributed in classrooms, study area and laboratories,
437 valid responses were received and used in data
analysis, after removing invalid answers, achieving a
54.62 percent usable response rate for the overall
survey. Despite the relatively low response rate, which
thought to be expected for our local context, the fact
that the respondents were as representative of the
population as possible, led to their contribution being
regarded as providing information applicable to the
larger population. The reliability and internal
consistency of instruments was assessed using
Cronbach's alpha coefficient. All alpha values exhibited
strong reliability (alpha > 0.7)

5. DATA ANLAYSIS AND TESTING
The empirical data obtained were processed using
statistical software packages (SPSS). Multiple
regression analysis with its associated statistical
inference tests (F test and t-test on b) was performed, to
investigate the strength and direction of the
hypothesized relationships among the models
constructs.
5.1 MULTICOLLINEARITY TESTS
To determine whether any multicollinearity effects
existed, total correlation matrix of the research model
was reviewed in-depth, and the results showed that
there was no evidence detected of severe
multicollinearity problem among regressors. The results
of testing each of the three hypotheses are given below:

5.2 THE RESULTS OF HYPOTHESES
TESTING (H
1
and H
2
)
As shown in Table 1, the results of multiple
regression analysis indicated strong support for the
hypotheses; also the significant testing findings
presented in table 2 provided further evidence for this
acceptance

Coefficients
a
Symbols Values
Multiple correlation coefficient Multiple R 0.924876855
Coefficient of multiple
determination
R
2

0.855397197
Adjusted R Square Adjusted R
2
0.852694341
Standard Error SEE 0.817636915
Observations N 437
ANOVA
b

Regression SS
reg
1692.60595
Residual SS
res
286.130893
Total SS
total
1978.73684
F-test overall model F 316.4789975*
Degrees of freedom df1, df2 8, 428
Table 1: Summary output of the multiple regression analysis
a
Criterion variable: Y
EPI

b. Predictors: (constant), PTR, PUS, PES, WIE, EDU, INC,
PSR, AGE
*Significant at (p < 0.0000 level)


Factors
Regression
Coefficients
Beta Coefficients t-test
Symbol Value Symbol Value Value Sig.
PTR b
PTR
0.39020 Beta PTR 0.370 8.54859 0.0000
PUS b
PUS
0.53935 Beta PUS 0.293 7.18506 0.0000
PES b
PES
0.25047 Beta PES 0.189 5.87079 0.00000
WIE b
WIE
0.14641 Beta WIE 0.162 3.89859 0.00011
EDU b
EDU
0.00533 Beta EDU 0.180 0.17917 0.8578
INC b
INC
0.05607 Beta INC 0.025 0.99281 0.3213
PSR b
PSR
-0.1227 Beta PSR -0.021 -5.36272 0.0000
AGE b
AGE
-0.04925 Beta AGE -0.029 -1.35376 0.17652
Intercept a 1.072693
df n-k-1 428
Table 2: Variables included in the research model equation

A strong significant meaningful correlation is found
between e-shopping behavioral intention and the
independent variables mentioned earlier (Multiple
correlation coefficient: Multiple R= 0.924876855). The
F statistic value (F=316.4789975 at p < 0.0000 level) is
statistically significant indicating that the results of the
model could hardly have occurred by chance.
The coefficient of determination, multiple R-square
showed that these predictor factors explained the major
proportion (85.54 %) of the variability observed (R
2

5

=0.855397197), which reinforce our confidence in the
hypotheses testing results and provides support for the
above mentioned association.
Furthermore, the adjusted R
2
of the model, which is
a more conservative estimate of variance by considering
error variance, is 0.852694341. Thus, the overall
explanatory power of the research model is considered
high and quite capable of explaining the variance of
customers' intention.
Using the values of the regression coefficients,
shown in table 2, the future intention of using wireless
Internet as an e-shopping channel can be predicted, in
this study, by the following equations (EQ2):






Based on the standardized Beta coefficients of each
predictor variables and t-tests in Table 2 it can be stated
that that within 8 independent variables, included in
EQ2, only 4 variables considered highly significant
predictors positively affecting the criterion variable
Y
INT
. Those variables are perceived trust (Beta PTR =
0.370, p < 0.0000), perceived usefulness (Beta PUS=
0.293 p < 0.0000), perceived ease of use (Beta PES =
0.189, p < 0.0000) and wireless Internet experience
(Beta WIE = 0.162, p < 0.0001), While perceived
security risk has a significant negative impact (Beta
PSR= 0.021, p< 0.0000).
More specifically perceived trust was found to be the
most important determinant of customers intention to
use wireless Internet as an e-shopping channel (highest
beta value and t-value). This implies that if customers
trust e-store, they become more willing to shop online.

5.2 THE RESULTS OF TESTING
HYPOTHESIS H
3

The analysis outputs in Table 3 corroborated what
we argued in the section dealing with hypotheses
formulation. A small percentage of customers (2.29%)
as e-shoppers buy online, while a large proportion either
use wireless Internet for product information searching
but buy in-stores (76.66%) or entertainment seekers
(21.05%). As such, our results support hypothesis H
3
.
In the light of our result obtained, it seems logical to
suppose that this phenomenon occurs when customers
feel that m-commerce transaction is not secure, or a
limited trust is existed toward e-stores. The graphical
presentation in Figure 2 clearly showing the relative
size of each behavioral value discussed earlier.


e-shopping behavior Number Percent
Buying online 10 2.29%
Browsing online but
buying in-store 335 76.66%
Entertainment 92 21.05%
Total 437 100.00%
Table 3: Summarized analysis output of H
3





















Figure 2: Customers behavior in e-shopping

6. CONCLUSION AND
IMPLICATIONS
As stated previously, the main objective of this paper
was to contribute to both theory and practice of m-
commerce applications and to help address some gaps
in the current body of literature, through expanding the
research in this area by developing a comprehensive
empirically-based model that identify and predict and
the critical factors that have the most significant
influence on the customers behavioral intention to use
wireless Internet as e-shopping channel, which have
never been integrated before into one framework, to
examination simultaneously for validation and
relationship.
More specifically, this study has made a number of
important practical implementations for online retailers
or e-stores and theoretical contributions. In term of
practical implications, our empirical results suggested
that in order to attract customers to buy online,
particularly in developing countries, e-retailers (e-
stores) must continuously work to build trust
mechanisms to encourage e-shopping adoption and
special attention should be paid to secure mobile
shopping transactions.
From an academic and research standpoint, this
study provides empirical evidences and validation for
the existing specialized literature concerning m-
commerce. Our findings provide support for the
research model and for the hypotheses regarding the
directional linkage among its variables. The high overall
explanatory power of our model indicated that this
model is capable of explaining high proportion of
variance observed in e-shopping behavioral intention.
Our research attempted to integrate and encompass
the most frequently cited factors in the literature, and
applied them in the local context in order to best
examine the phenomenon. Therefore, the proposed
model contained variables that have not been tested
simultaneously in previous works.
Y
INT
= 1.07 + 039 PTR + 0.54 PUS + 0.25 PES + 0.15
WIE + 0.01 EDU + 0.06 INC - 0.12 PSR - 0.05 AG
6

7. LIMITATIONS AND FUTURE
RESEARCH
Although this paper is differentiated from other
previous work and expanded the research scope, as in
any study, there are a few limitations that should be
considered when interpreting the results. First, the
research model was validated using empirical data
gathered from Egypt and therefore the findings may be
specific to the culture in this developing country. Since
the study is cross-sectional in design, a further
examination of our argument using a longitudinal study
is recommended in the future to investigate our model
in different time periods. Finally, we must point out that
although the majority of the hypothesized relationships
were validated, and significant, and the proposed model
yielded a relatively high level of coefficient of multiple
determination; the obtained value of R
2
indicated that
there is still need to find additional variables, to
improve our models ability to predict the future
customers behavioural intention to use wireless
Internet as an e-shopping channel.
However, there are other opportunities to build on
this study in future research. Suggested areas include
examining the proposed model in other countries with
different cultures, and make comparisons, to see
whether it can be applied, also future studies can use
other theoretical bases or different methodologies to
derive predictions of customers e-shopping behaviour.

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