Understanding Mobile Purchase Intentions in Poland: Extension of the Technology Acceptance Model

The Purpose of this article was to identify factors influencing intention to use mobile device during purchasing process. To achieve this goal Technology Acceptance Model extended with additional variables (social influence and perceived enjoyment) was chosen as the research model. There were 500 respondents from 5 Polish cities - Warsaw, Poznan, Gdansk, Wroclaw and Bialystok. Data was collected with paper questionnaire and analyzed with partial least square path modeling (PLS-SEM) method in Smart PLS 3 software. Model explained over 50% of variance of endogenous variable. According to results perceived usefulness has the strongest influence on intention (0.389; p < 0.01). Other statistically significant predictors of intention were perceived ease of use (0,222; p < 0.01) and perceived enjoyment (0,172; p < 0.01), while social influence turned out to be the sole insignificant factor in the model (0.050; p > 0.05). Outcomes of the study suggest that sellers should focus on the utilitarian aspects of the mobile sales in the first place (such as providing free delivery of products, offering multitude of payment options and increasing overall performance of their websites), and then also on the facets related to simplifying of the mobile shopping (production of video tutorials, clear and plain explanations regarding purchasing process on the website) and pleasure of the mobile buying process (creation of additional features in the sellers' applications e.g. quizzes, games or downloadable materials).