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Application of m-commerce in retail companies In Albania : a study of consumer behavior determinants in adopting m-commerce

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Resumo:The development of m-commerce changed the online trade market, and if used properly, they can provide competitive advantage to the enterprises. The way companies offer their products or services directly affects their market performance and can result in financial success or failure, therefore rigorous research and analysis of determinants of consumer behavior are considered a necessity. This dissertation aimed to study the main determinants of consumer behavior in adopting m-commerce in retail companies in Albania. This study presents significant insights that are useful to researchers for future studies; m-commerce consumers to increase awareness; retailers and enterprises to understand and gain insights regarding main determinants of consumers’ behavior and how to adopt their m-commerce strategy accordingly. Based on the most relevant technology acceptance theories worldwide that aim to study consumer behavior in adopting a certain innovative technology, this dissertation based its set of hypothesis to TAM (technology acceptance model) with extended variables by Chong, precisely based on 6 variables: perceived usefulness, perceived ease of use (TAM), cost, trust, enjoyment, network influence (Chong). As primary data, cross-sectional survey with structured questionnaire has been conducted, with a sample size of 200 participants, distributed in Tirana and Durres. The most significant variables that seem to impact and enhance mobile shopping consumer behavior in retail companies in Albania are “cost”, “trust” and “network influence”, while the least important variable resulted to be “enjoyment” while “perceived usefulness” did not resulted to be a determinant factor to impact mobile buying behavior.
Autores principais:Caushaj, Jori
Assunto:M-commerce Retail Albania TAM theory Variables Consumer Behavior Varejo Teoria TAM Variáveis Consumidor Comportamento
Ano:2021
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Católica Portuguesa
Idioma:inglês
Origem:Veritati - Repositório Institucional da Universidade Católica Portuguesa

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