Paper Info
Title
Understanding Mobile Tourism Shopping in Pakistan: An Integrating Framework of Innovation Diffusion Theory and Technology Acceptance Model.
Abstract
Consumer adoption of mobile-based tourism shopping is an emerging but overlooked area in tourism research. Given the paybacks and potential scope of this new channel, this study attempts to bridge the gap by proposing a multimediation model investigating mobile tourism shopping (MTS) in a developing country, Pakistan. In particular, we applied structural equation modeling through partial-least-squares structural equation modeling (PLS-SEM) on 396 responses collected from mobile respondents who recently purchased tourism products using a mobile device(s). It was discovered that social presence, directly and indirectly, influences tourist intentions towards MTS. The results further show that the tourists' perception of compatibility and relative advantages of MTS have insignificant influence on their intention to accept a mobile device(s) for tourism shopping. The findings and implications of the study furnish new vistas to research discourse and managerial significance. Economically, this research contributes to knowledge that could increase income and create jobs in the host country.
Year
DOI
Venue
2019
10.1155/2019/1490617
MOBILE INFORMATION SYSTEMS
Field
DocType
Volume
Structural equation modeling,Computer science,Technology acceptance model,Tourism,Developing country,Communication channel,Mobile device,Perception,Diffusion theory,Marketing,Distributed computing
Journal
2019
ISSN
Citations 
PageRank 
1574-017X
0
0.34
References 
Authors
0
4
Name
Order
Citations
PageRank
Dong-xiao Gu1257.59
Salman Khan200.34
Ikram Ullah Khan3162.56
Safeer Ullah Khan4163.23