Factors Determining Mobile Shopping. A Theoretical Model of Mobile Commerce Acceptance

Nowadays, we live in a society focused on mobile devices. The development of mobile technologies is opening important perspectives in the field of marketing. In order to make marketers adopt the best strategies, it is very important to analyse and understand the different factors that influence consumers' acceptance of mobile technologies for online shopping. The aim of this paper is to understand which technological, psychological and/or social factors encourage people to accept mobile commerce. This paper particularly analyses the weight of social influence on the intention to use mobile technologies for shopping purposes. Two integrated methods: indepth interviews and Open Space Technology have been carried out to identify the main factors that influence the acceptance of shopping using mobile technologies and to validate a new model. Starting from the results of the qualitative analysis, we propose a new theoretical acceptance model based on the circularity of social influence: the Mobile Commerce Acceptance Model (M-CAM).