Kiseol Yang, Ph.D., Judith C. Forney, Ph.D.
This study examined whether consumers’ levels of technology anxiety moderate the causal relationships among determinants of mobile shopping adoption in a modified Unified Theory of User Acceptance and Use of Technology (UTAUT) model. With the moderating role of technology anxiety, facilitating conditions were examined as an antecedent driver of utilitarian and hedonic performance expectancies in determining mobile shopping adoption in the modified UTAUT model. A sample of 400 mobile services users drawn from a purchased consumer panel participated in an online survey. Structural equation modeling analysis was used to examine the hypothesized paths in the adoption of mobile shopping. Results indicated that the effect of facilitating conditions on both utilitarian and hedonic performance expectancies is stronger for consumers with a low level of technology anxiety than for consumers with a high level of technology anxiety. Moreover, consumers with a high level of technology anxiety rely more on social influence in the use of mobile shopping than consumers with a low level of technology anxiety. The modified UTAUT model reveals insightful results and provides a holistic framework for predicting emerging mobile shopping adoption behavior.