Journal of Retailing and Consumer Services 40 (2018) 8–18

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Heterogeneity in consumers’ mobile shopping acceptance: A finite mixture T

partial least squares modelling approach for exploring and characterising
different shopper segments
Michael Groß1
Brandenburg University of Technology Cottbus-Senftenberg, Facility 5 – Economics, Law, and Society, Department of Planning and Innovation Management, Building 10,
Room 424k, Erich-Weinert-Str. 1, 03046 Cottbus, Germany

A R T I C L E I N F O A B S T R A C T

Keywords: This study investigates the phenomenon of mobile shopping (m-shopping), which, despite its growth in practice,
Mobile shopping (m-shopping) is still underdeveloped as a field of research regarding the segmentation approach. The aims of this study are
Multidimensional acceptance understanding therefore twofold: (1) to propose an extended version of the technology acceptance model (TAM) to reflect a
Consumer segmentation multidimensional framework of m-shopping acceptance, in which data heterogeneity regarding consumers’
Finite mixtures partial least squares (FIMIX-
acceptance is expected; and (2) to apply an advanced segmentation approach for revealing different mobile
PLS)
shopper (m-shopper) types to highlight precise marketing activities and measures. For that purpose, the re-
Importance-performance matrix analysis
(IPMA) lationship between attitude, intention, and behaviour is elaborated with additional constructs (e.g. perceived
Technology acceptance model (TAM) enjoyment, vendor trust, social influences, and satisfaction) and analysed with a representative sample of 734
German m-shoppers. The study results not only confirm the relevance of all factors on an aggregate data basis,
thus supporting the proposed multidimensional framework of acceptance, but they also indicate some (un-
observed) heterogeneity in the path model structure using the finite mixtures partial least squares (FIMIX-PLS)
technique. This finally reveals three important m-shopper segments: ‘motivated m-shoppers’, ‘thoughtful utili-
tarian-oriented m-shoppers’, and ‘satisfied convenience-conscious m-shoppers’. Managerial implications are il-
lustrated and provided with respect to these segments with the use of a complementary importance-performance
matrix analysis (IMPA). Since focused research on m-shopper types is still limited, this study provides new
insights into the acceptance and profile of m-shoppers.

1. Introduction and scope of research
With the rapid adoption and extended usages of advanced mobile
devices, in which smartphones and tablets lead the way, consumers are
sustainably changing their methods of communication and shopping
activities (Wang et al., 2015; Fuentes and Svingstedt, 2017). As a
consequence of changing consumption behaviour, mobile shopping (m-
shopping) is nowadays regarded as a new on-the-go service frontier for
searching, comparing, purchasing, sharing, and assessing products and
services online from various vendors with hardly any restrictions re-
garding availability, location, and time (e.g. Ko et al., 2009; Holmes
et al., 2014; Park et al., 2015; Yang et al., 2016; Groß, 2016; Fritz et al.,
2017). The field of m-shopping applications is wide-ranging; however,
in the present study the term m-shopping refers to mobile purchase (m-
purchase) activities unless otherwise noted.
Although the lion's share of retail electronic sales still takes place on
wired devices such as desktop computers or laptops, website browsing
is increasingly flowing through smartphones and tablets alike, leading
to increasing m-purchases around the world (Nielsen, 2016). In 2016,
for example, the proportion of m-purchases in the USA was approxi-
mately 33.9% compared to 23.4% across Europe, while individual
European countries already reached a higher rate, such as Great Britain
(35.6%), Germany (34.0%), and Sweden (29.6%) (Centre for Retail
Research, 2016). In contrast, the spending on mobile devices in South
Korea (46.0%) and China (49.7%) corresponds to almost half of the
local retail ecommerce sales (eMarketer, 2016).
In accordance with the growing popularity of both the industry and
retail sectors around the world (Nielsen, 2016), academic research on
m-shopping acceptance has paid much attention to investigating key
factors of consumers’ acceptance (see e.g. Groß, 2015a for literature

E-mail address: grossmic@gmx.net.

1
Michael Groß received his Ph.D. from the Brandenburg University of Technology Cottbus-Senftenberg (Germany), and currently works as a consultant for the IT and tele-
communications industry. Mr. Groß's research interests are focused on big data themes, as well as the areas of electronic and commerce with the focus on retailing. In the course of his
career, he has gained enormous experience in the German retail industry and electronic commerce area.

http://dx.doi.org/10.1016/j.jretconser.2017.09.002
Received 9 July 2017; Received in revised form 19 August 2017; Accepted 3 September 2017
Available online 09 September 2017
0969-6989/ © 2017 Elsevier Ltd. All rights reserved.
M. Groß
review). In detail, the large body of current literature concentrates on
the attitudinal viewpoint to investigate factors that might affect con-
sumers’ reactions and willingness to engage in m-shopping (e.g. Chen
et al., this issue; Agrebi and Jallais, 2015; Gao et al., 2015; Yang, 2012;
Lu and Su, 2009). In contrast, however, a considerably lower number of
studies explore the m-shopping behaviour itself to a greater extent. This
applies to both empirical studies (e.g. Holmes et al., 2014; Pantano and
Priporas, 2016; Fuentes and Svingstedt, 2017) and works that use data
tracking materials obtained from mobile device usage behaviour (Wang
et al., 2015). Because an initial trial and a positive intention to adopt
are important for realising attitudinal acceptance, a holistic view of m-
shopping acceptance requires an additional behaviour-based viewpoint
(Yang et al., 2016). This is interesting, because a combination of both
attitude and behavioural aspects as part of a multidimensional accep-
tance framework is still under-researched for the m-shopping context
(Groß, 2015b) and therefore requires more attention (study focus part
I).
However, both attitudinal and behavioural viewpoints are affected
on the one hand by studies pertaining to specific topics such as trust
(e.g. Yang, 2016), shopping motives (e.g. Yang and Kim, 2012), and
values of benefit (e.g. Kim et al., 2015), and on the other hand by those
covering concepts such as smart shopper feelings (e.g. Park et al., 2015)
and worth-of-mouth communications (e.g. San-Martín et al., 2015), to
name only a few examples. Although such approaches extend the
knowledge about m-shoppers to a certain extent, they do not fully ad-
dress the issue of m-shopper profiling and segmentation, which is still
rarely explored to date and requires much more attention (Groß,
2015a).
The few available studies on m-shopper segmentation use shopping
motives (Jih and Lee, 2003) or are based on situational factors
(Banerjee and Dholakia, 2013) as well as barriers and drivers (San-
Martín et al., 2013) of m-shopping acceptance. Since these few studies
employ clustering methods such as k-means or latent class approaches,
a priori knowledge of the cluster structure is implied (observed het-
erogeneity). However, none of the available m-shopping studies try to
gain deeper insight into the data heterogeneity that derives from the
postulated research model and is therefore a priori unknown (un-
observed heterogeneity). This is a typical situation in new research
settings where theory is not well developed and where, moreover,
knowledge about the existence of consumers’ group differences is still
limited (Rigdon et al., 2011). As m-shopping is still in its infancy and it
is difficult to reach m-shoppers, more research is required (study focus
part II); this suggests the great new value of customer insight, not least
because ‘mobile vendors need to know the results of the first mobile
shopping experiences to design their strategies and think about entering
in the mobile selling business’ (San-Martín et al., 2015, p. 2).
The purpose of this study is to explore both highlighted under-re-
searched aspects (study focus part I and II) by addressing the following
aims: (1) to develop a multidimensional framework of m-shopping, in
which data heterogeneity regarding consumers’ acceptance is expected;
and (2) to apply a segmentation approach for revealing different m-
shopper types to highlight precise marketing activities and measures.
9
Journal of Retailing and Consumer Services 40 (2018) 8–18
Thus, the present study not only contributes to the growing body of
m-shopping literature (i.e. to the understanding of it being an in-
dependent channel for purchasing items and/or services on-the-go) by
elaborating the Technology Acceptance Model (TAM) into a multi-
dimensional understanding of acceptance, but it also respects the po-
tential data heterogeneity within the model-based framework for a
consumer segmentation approach. To the best of the author's knowl-
edge, no similar study has been conducted on m-shopping to date, and
this work may therefore offer new insights into the acceptance and
profile of m-shoppers. In addition, it may have managerial implications
and provide suggestions regarding the ways in which m-shopping ser-
vices can be better tailored to match the unique needs of their users.
To realise the aim of the research, the rest of the paper is organised
as follows. The next section provides the research model for measuring
m-shopping acceptance and postulates its corresponding hypotheses.
The third section discusses the research methodology with respect to
the data sample, measures, and the method selected for data analysis.
Thereafter, the fourth section presents the empirical study results, and
the last section concludes with a comprehensive discussion, providing
important theoretical and marginal implications as well as limitations.
2. Conceptual framework and hypotheses
2.1. Modified TAM as theoretical foundation
The underlying theoretical framework for this research is grounded
in the Technology Acceptance Model (TAM) by Davis et al. (1989),
which is presently one of the best proven models for measuring ac-
ceptance (Zhang et al., 2012). It can be used to investigate the m-
shopping context, where an attitudinal viewpoint to explain consumer
willingness to m-shop dominates current research (e.g. Ko et al., 2009;
San-Martín et al., 2013; Wong et al., 2015; Agrebi and Jallais, 2015).
The TAM postulates a well-proven cause-and-effect relationship, in
which two beliefs about an information technology system, perceived
usefulness (PU) and perceived ease of use (PEOU), first form a person's
attitude (ATT) towards using the system. In turn, the person's ATT then
influences behavioural intention (BI), which eventually determines
usage behaviour (USE). Because the TAM is often criticised due to its
parsimony and lack of falsifiability, a context-related modification is
required. Accordingly, the underling model and hypotheses in-
vestigated in this research are presented in Fig. 1 and can be regarded
as an extension of Groß (2015b).
2.2. Causal relationship between attitude, intention, and behaviour as basis
for a multidimensional approach
At the core of Fishbein and Ajzen's (1975) Theory of Reasoned
Action, the TAM hypothesises a causal relationship between ATT, BI,
and USE for determining technology acceptance (Davis et al., 1989). In
this context, ATT characterises a person's evaluation of a certain be-
haviour, and it is assumed that a favourable evaluation will form an
intention to use the information technology system (e.g. m-shopping),
Fig. 1. Theoretical framework.
M. Groß
while on the other hand an unfavourable evaluation will prevent a
person from using it. Following this understanding, BI therefore refers
to the willingness to perform a particular behavioural task without any
actions being performed, while USE refers to the usage behaviour itself.
However, whereas research into m-shopping acceptance has frequently
confirmed the attitude-intention relationship, so far little attention has
been paid to the intention-behaviour relationship (Groß, 2015b).
Hence, reflecting the causal relationship suggested by the TAM, the
following hypotheses are formulated:
H01 ATT towards m-shopping is positively related to the intention
to use m-shopping.
H02 BI to use m-shopping determines m-shopping purchase beha-
viour.
In both hypotheses, the relationship between ATT, BI, and USE is
regarded as a conceptual framework, where aspects of both attitude and
behaviour are combined (Ajzen and Fishbein, 1977) to form a multi-
dimensional understanding of acceptance. Based on this relationship,
different acceptance factors are added to elaborate the model. These are
presented in the following.
2.3. Antecedents of attitude (ATT)
It is frequently argued that consumers’ ATT towards m-shopping is
significantly affected by the degree to which they perceive m-shopping
as useful and/or enjoyable (e.g. Chen et al., this issue; Agrebi and
Jallais, 2015; Holmes et al., 2014; Yang, 2012; Ko et al., 2009). In this
context, perceived usefulness (PU) is thus associated with the advantage
offered by m-shopping and, moreover, refers to utilitarian shopping
values (e.g. enables shopping regardless of place and time restrictions;
with a permanent and convenient internet access, offers an infinite
choice of information, goods, and services; offers a real-time interaction
and communication channel to be in touch with all peers and vendors).
Perceived enjoyment (PE), on the other hand, refers to hedonic shopping
values, which are any perceived experiential and emotional benefits
experienced regarding m-shopping. Unlike PU, PE focuses on the ac-
tivity that constitutes multisensory and emotive experiences in the
consumption process while m-shopping. Consequently, PE satisfies en-
tertainment and recreational needs instead of fulfilling functionally
oriented purchase outcomes (e.g. saving time or securing good value for
money). On this account, it can be assumed that consumers’ ATT to-
wards using m-shopping is stimulated by a continuum of motives,
ranging from completely utility-driven to hedonic-oriented shopping
values (Pantano and Priporas, 2016; Kim et al., 2015; Yang and Kim,
2012). In this regard, the following two hypotheses are proposed:
H03 PU is positively related to ATT towards m-shopping.
H04 PE is positively related to ATT towards m-shopping.
Another important attitudinal factor for determining m-shopping
acceptance is the ease of use (PEOU). This does not only refer to the
degree to which a person believes that using a certain m-shopping
service will be free of mental and/or physical effort, but also involves
the level of effort in learning to use (new) m-shopping services properly
(Groß, 2015b). It has been widely confirmed that the easier and more
intuitive it is to m-shop using a smartphone, the more useful and en-
joyable m-shopping will be (Kim et al., 2015; Yang, 2012). This in-
cludes not only easy-to-use navigation, but also requires convenience
and ease of accessibility (Holmes et al., 2014; Lu and Su, 2009). Con-
sequently, complexity and a lack of usability will have the opposite
effect, forming a negative attitude on the basis on minor usefulness and
enjoyment experiences and, as a result, hindering consumers from
regularly engaging in m-shopping (San-Martín et al., 2013). Con-
sidering the triangle relationship between PEOU, PE, and PU, the fol-
lowing hypotheses are formulated:
H05 PEOU is positively related to ATT towards m-shopping.
H06 PEOU is positively related to the PU of m-shopping.
H07 PEOU is positively related to the PE of m-shopping.
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Journal of Retailing and Consumer Services 40 (2018) 8–18
2.4. Antecedents of behavioural intention (BI)
Besides ATT, the BI to use m-shopping is also influenced by aspects
of trust (Gao et al., 2015; Zhou, 2013) and social influence (San-Martín
et al., 2013; Yang and Forney, 2013). Embedded in the customer-
vendor relationship, trust, and particularly the confidence in a particular
mobile vendor (m-vendor), plays a central role for consumers in the m-
shopping context (San‐Martín and López‐Catalán, 2013; Yang, 2016;
Yang et al., 2015). Once consumers feel confident in a vendor's specific
attributes (e.g. benevolence, competence, and integrity), there is a high
likelihood that a positive willingness will be formed regarding that
vendor, and, moreover, that business activities will begin, resulting in
sharing personal information and making m-purchase transactions
(Yang et al., 2015; Zhou, 2013). M-vendor trust therefore not only re-
duces the uncertainty and complexity that consumers regularly face
when m-shopping, but also helps them to engage in a more optimistic
and positive manner in this context (Groß, 2016). The theory regarding
consumers’ confidence in m-vendors leads to the following hypothesis:
H08 Trust in the m-vendor is positively related to the intention to
use m-shopping.
Shopping, including m-shopping, implies challenging and re-
warding activities that are themselves regarded as highly sociable, and
peer-group influences therefore matter (San-Martín et al., 2013; Yang,
2012). Yang and Forney (2013) recently noted that social influences (SI)
on m-shopping can be considered as the degree to which an individual
consumer perceives that important social peers (e.g. family, friends,
and colleagues) believe that (s)he should or should not m-shop. Thus,
consumers who perceive m-shopping as socially important may gen-
erate a more positive attitude towards it than others in the first in-
stance; furthermore, they may also like to share their positive experi-
ences (word-of-mouth effect) (San-Martín et al., 2015).
Moreover, particularly for those individuals who find a kind of in-
trinsic reward from (closed) group membership, identification with the
group might occur in compliance with congruent group behaviour, or it
might result in the internalisation of group options and norms (Kelman,
1958). This implies a kind of social pressure the degree of which de-
pends on the individual consumer's desire to follow referent group
options and norms (social desirability), eventually confirming uniform
group member behaviour (Yang, 2012). It is therefore not surprising
that SI much more strongly affects consumers’ intention to engage in m-
shopping than their confidence in the m-vendor (Zhang et al., 2012).
Hence, in this study it can be assumed that social peer groups sig-
nificantly affect consumers’ decision-making process for shopping and
consumption using smartphones. The hypothesis is expressed as fol-
lows:
H09 SI is positively related to the intention to use m-shopping.
2.5. Antecedents of usage behaviour (USE)
After BI, satisfaction (SAT) is regarded as the second most important
factor for determining m-shopping behaviour in this study. SAT refers
to the post-utilisation stage, where the individual consumer expecta-
tions regarding m-shopping serve as the baseline to gauge the level of
SAT (Hung et al., 2012; Sohn et al., 2017). Considering Bhattacherjee's
(2001) expectation-disconfirmation approach, it can be argued that
when expectations are confirmed or are even exceeded, it is highly
likely that consumers will tend to re-engage in the (same) m-shopping
activities instead of ceasing to do so. Thus, an understanding of ex-
pectations is critical for assessing the affected state of SAT. It is there-
fore important to note that SAT is considered here as an overall affec-
tive state, requiring the fulfilment of expectations regarding vendor
trust (San‐Martín and López‐Catalán, 2013; Hung et al., 2012), social
rewards (San-Martín et al., 2015), and, moreover, a satisfied evaluation
of pre-consumption attitude that, in turn, is affected by consumers’
perceptions of usefulness, enjoyment, and usability regarding m-shop-
ping services (Shang and Wu, 2017; Sohn, 2017; Agrebi and Jallais,
M. Groß Journal of Retailing and Consumer Services 40 (2018) 8–18

2015; Schramm-Klein and Wagner, 2014; Hung et al., 2012). 30.2%) or below (≤ €1000; 20.7%). Hence, this sample seems to re-
Unlike previous m-shopping studies (e.g. Agrebi and Jallais, 2015; present the German average population more than previous studies on
Gao et al., 2015; Shang and Wu, 2017), SAT is therefore not con- m-shopping acceptance have. Early research used primarily con-
ceptualised as a direct antecedent of the intention to use m-shopping in venience sampling, mainly involving students (Groß, 2015a).
the present TAM-based study. Instead, it is additionally applied as a
critical driver of the m-shopping behaviour and mean SAT with the m- 3.2. Measures
shopping experience. Hence, in this context, consumer SAT responses
encompass all positive and negative feelings regarding consumption All items for measuring the model constructs were measured re-
experiences resulting from accumulated interactions with m-shopping flectively with multi-item scales and used a seven-point Likert scale,
services. Therefore, the following is hypothesised: ranging from 1 (‘strongly disagree’) to 7 (‘strongly agree’). To ensure
H10 SAT response is positively related to m-shopping purchase content validity, each item was adopted from previous literature per-
behaviour. taining to m-shopping. More specifically, both PEOU and PU were
measured using a multi-item scale adapted by Aldás-Manzano et al.
(2009), Ko et al. (2009), and Yang (2012). For PE, Yang's (2012) item
3. Research design and data methodology scale was used. ATT in turn was measured using a scale developed by
Bigné et al. (2005) and Aldás-Manzano et al. (2009). Trust in the m-
3.1. Sample description vendor applied the scale suggested by Zhou (2013) and Groß (2015b).
For BI, the item scale of Ko et al. (2009), Lu and Su (2009), and Yang
In this study, the term m-shopping refers to a ubiquitous ‘on-the-go’ (2012) was used, while SI was based on the scale developed by Yang
purchase channel used on smartphones. Hence, the data was selected (2012), Yang and Forney (2013), and San-Martín et al. (2013).
accordingly. A sample of n = 734 versed m-shoppers was drawn from a Finally, USE was measured with a scale previously used by both
purchased consumer panel in Germany to participate in an online Groß (2015b) and Klopping and McKinney (2004), while SAT used the
survey for incentive rewards. Table 1 provides a general overview of the scale proposed by San‐Martín and López‐Catalán (2013). Although all
sample demographics, including both social demographics and m- these item scales have already been applied in previous m-shopping
shopping criteria. studies, a language modification was required to overcome differences
The sample comprised slightly more women (50.7%) than men in linguistic usage. After translating from English to German, a pretest
(49.3%), with an average age of 38.5 years. Moreover, 26% of the re- was conducted to guarantee clarity and understandability.
spondents had a graduate degree, were primarily employed (around As shown in Table 2, the distribution of all items indicates no cri-
65.8%), and were in the middle monthly income level (€1001–€2000; tical bias for the assumption of normality. This is because the accep-
table intervals for values of both kurtosis and skewness with +1 and –1
Table 1 are only marginally exceeded by 4 of 31 items, thus indicating no cri-
Demographic characteristics of respondents (n = 734). tical deviation from normal distribution (Hair et al., 2012).
Moreover, due to the self-reported measures approach, the data set
Criteria Frequency (Percent)
was also reviewed for the presence of common method variance
Gender (Richardson et al., 2009; MacKenzie and Podsakoff, 2012). For this
Female 372 (50.7%) purpose, Harman's single-factor tests were used, and the exploratory
Male 362 (49.3%)
factor analysis results reveal that no single factor emerged, and that no
Age
≤ 24 years 130 (17.7%) general factor accounts for the majority of the variance (Podsakoff
25–34 years 251 (34.2%) et al., 2003). In more detail, the factor analysis explains less than 33%
35–44 years 159 (21.7%) of variance, which is clearly below the critical threshold of 50% and
≥ 45 years 194 (26.4%) thus does not indicate a substantial common method bias.
Education
Less than high school 279 (38.0%)
High school diploma 233 (31.7%) 3.3. Data analysis method
(Under-)graduate degree 187 (25.5%)
Other / No degree 35 (4.8%) To analyse the model depicted in Fig. 1, the partial least squares
Occupation
structural equation modelling (PLS-SEM) approach was used with the
Student/Trainee 112 (15.3%)
Employee 483 (65.8%) SmartPLS software (version 3.2.4) (Ringle et al., 2015). This was done
Self-employed 38 (5.2%) for the following reasons: the PLS-SEM technique characterises a pre-
Unemployed 24 (3.3%) diction-oriented approach that is appropriate for research contexts
Other / No answer 77 (10.5%) (such as research on consumers’ m-shopping heterogeneity) that have
Net monthly income
≤ €1000 152 (20.7%)
not been well examined yet (Richter et al., 2016; Gefen et al., 2011). In
€1001–€2000 222 (30.2%) this context, the PLS approach is highly suitable for estimating large
€2001–€3000 160 (21.8%) complex models, it works well under the condition of small sample size,
≥ €3001 129 (17.6%) and it requires few assumptions about the distribution of the variables
No answer 71 (9.7%)
at the same time (Rigdon, 2016; Ringle et al., 2012; Hair et al., 2011).
M-Shopping experience
< 1 year 228 (31.1%) Although these are the clear benefits of choosing the PLS approach for
1–2 years 288 (39.2%) the present purposes, the technique nevertheless involves some draw-
2–3 years 124 (16.9%) backs too, such as biased parameter estimates, measurement errors, and
3–4 years 54 (7.4%) a missing overall fit test (see e.g. Rigdon, 2016 and Gefen et al., 2011
> 4 years 40 (5.4%)
M-Shopping frequency
for a critical look at PLS). However, what makes advanced PLS software
Rarely, or hardly at all 125 (17.0%) so useful nowadays is its additional settings, which enable a deeper
Half-yearly 83 (11.3%) multivariate analysis of data derived from the postulated model's re-
Quarterly 169 (23.0%) lationship to investigate (unobserved) heterogeneity in the research
Monthly 240 (32.7%)
model (Richter et al., 2016).
Weekly 102 (13.9%)
Daily 15 (2.0%) Once the theoretical assumptions are analysed and considered to be
valid, the finite mixture partial least square (FIMIX-PLS) can be

11
M. Groß Journal of Retailing and Consumer Services 40 (2018) 8–18

Table 2
Construct and statistical metric of the 31 items used.

Constructs and scale itemsa Factor loadings (t-value)b Mean (S.D.) Kurtosis Skewness

Perceived ease of use (Aldás-Manzano et al., 2009; Ko et al., 2009; Yang, 2012)
• It is easy to use mobile shopping services. 0.920 (139.923) 5.49 (1.29) –0.01 –0.69
• I use mobile shopping services intuitively and without great effort. 0.840 (47.554) 5.24 (1.41) 0.37 –0.76
• I find it easy to get mobile shopping services to do what I want them to do.
Perceived usefulness (Aldás-Manzano et al., 2009; Ko et al., 2009; Yang, 2012)
0.911 (90.020) 5.43 (1.28) –0.23 –0.59

Mobile shopping services…

• … enable me to accomplish shopping tasks faster. 0.896 (93.271) 5.05 (1.41) –0.20 –0.51
• … reduce the time I spend shopping. 0.834 (63.744) 5.47 (1.35) –0.19 –0.75
• … can help me to make better purchasing decisions. 0.817 (50.319) 4.94 (1.50) –0.21 –0.48
• … make it easier for me to shop.
Perceived enjoyment (Yang, 2012)
0.845 (52.178) 4.84 (1.48) –0.29 –0.44

• It is fun to use mobile shopping. 0.928 (175.853) 4,94 (1.40) –0.05 –0.51
• I find mobile shopping entertaining. 0.914 (114.495) 4.69 (1.54) –0.31 –0.46
• I find mobile shopping exciting.
Attitude (Bigné et al., 2005; Aldás-Manzano et al., 2009)
0.887 (66.460) 4.45 (1.66) –0.71 –0.27

• Mobile shopping is interesting. 0.860 (56.341) 5.40 (1.28) 0.71 –0.81

• Mobile shopping is positive. 0.916 (114.316) 5.44 (1.21) 0.74 0.72
• Mobile shopping is valuable. 0.902 (82.600) 5.53 (1.27) 0.70 –0.84
• Mobile shopping is useful.
Trust in the m-vendor (Zhou, 2013; Groß, 2015b)
0.902 (97.127) 5.60 (1.23) 1.09 –0.99

Based on my experience with [‘vendor’] in the past, I think that they…

• … provide good customer services. 0.912 (98.267) 5.77 (1.22) 1.24 –1.11
• … keep their promises and commitments. 0.910 (96.523) 5.79 (1.21) 1.28 –1.13
• … care about their customers and take their concerns seriously. 0.918 (110.448) 5.56 (1.28) 0.23 –0.81
• … keep customers’ interests in mind.
Behaviour intention (Ko et al., 2009; Lu and Su, 2009; Yang, 2012)
0.923 (115.504) 5.68 (1.23) 1.25 –1.07

• Given the chance, I intend to shop with my smartphone. 0.866 (77.379) 4.67 (1.64) –0.54 –0.41
• I expect my mobile shopping to continue in the future. 0.813 (36.136) 5.47 (1.59) –0.04 –0.98
• I will recommend mobile shopping to others.
Social influences (Yang, 2012; Yang and Forney, 2013; San-Martín et al., 2013)
0.906 (124.118) 5.23 (1.42) –0.40 –0.78

• People who are important to me think that I should use mobile shopping. 0.932 (136.557) 4.73 (1.39) 0.24 –0.45
• Close friends and acquaintances regularly use their smartphone to mobile shop. 0.911 (99.959) 4.84 (1.45) –0.15 –0.36
• Persons who are very close to me value the benefits of mobile shopping.
Usage behaviour (Klopping and McKinney, 2004; Groß, 2015b)
0.943 (173.279) 4.80 (1.42) 0.13 –0.47

In the past six months, I have engaged in mobile shopping activities…

• … in order to purchase online products. 0.913 (104.134) 4.90 (1.73) –0.31 –0.69
• … in order to shop for products from different vendors. 0.882 (79.854) 4.95 (1.64) –0.19 –0.66
• … to make personal purchases. 0.911 (109.933) 4.76 (1.68) –0.33 –0.60
• I have used different kinds of mobile shopping services in the last six months.
Satisfaction (San‐Martín and López‐Catalán, 2013)
0.746 (34.440) 4.01 (1.68) –0.81 –0.11

• I am satisfied with the way in which shopping transactions are processed on smartphones. 0.940 (159.451) 5.21 (1.35) 0.43 –0.71
• Mobile shopping fulfils all of my expectations. 0.924 (162.270) 5.03 (1.41) –0.07 –0.50
• Shopping on my smartphone is very satisfactory. 0.911 (160.484) 5.08 (1.38) 0.11 –0.56

a
Seven-point Likert scale ranging from 1 (‘strongly disagree’) to 7 (‘strongly agree’).
b
Based on bootstrapping with 5000 samples.

additionally applied to uncover the heterogeneity in the structural
model. Unlike traditional clustering approaches (e.g. k-means), which
focus on the distance between objects or pairs to identify optimal
cluster solution (segments), FIMIX-PLS is a model-based method in the
structural equalling model context that hypothesises a statistical model
for the data (Ringle et al., 2010). FIMIX-PLS enables model parameters
(e.g. path coefficients) to be estimated and object affiliations to be si-
multaneously segmented when a priori information about the dis-
tribution of overall data heterogeneity is not known (Sarstedt and
Ringle, 2010). Based on the mixture regression concept, the FIMIX
approach assumes that the data originates from several segments, and
that each of them can be modelled separately. Thus, the overall popu-
lation of potential m-shoppers can be divided into a number of (un-
known) segments, whereby each represents its own density functions
describing different meaningful characteristics of m-shoppers (Mancha
et al., 2014; Sarstedt and Ringle, 2010).
Finally, a useful complement to the results obtained using the
FIMIX-PLS segmentation approach is the subsequent use of the im-
portance-performance matrix analysis (IPMA) (e.g., Hair et al., 2016;
Mourada and Valette-Florence, 2016; Matthews et al., 2016; Ringle and
Sarstedt, 2016; Rigdon et al., 2011). For instance, by applying IPMA,
segment-specific recommendations for more precise marketing activ-
ities and measures can be made to explain the phenomenon of ‘m-
shopping acceptance’ to a larger extent (more about this approach can
be found in the discussion sections).
All in all, while the basic PLS algorithm is used to validate the
postulated research model on the aggregate data level (referring to
study focus part I), both FIMIX-PLS and IPMA are afterwards applied to
handle data heterogeneity (referring to study focus part II).
4. Data results
When assessing results obtained using SmartPLS, the literature re-
commends a two-step analysis approach: in the first step, the mea-
surement model must be examined to test its reliability and validity,
while in the second step the structural model needs to be examined to
test the research model and hypotheses (Henseler et al., 2009).
4.1. Evaluation of the measurement
The measurement model assessment involves specific quality criteria,
including indicator reliability, internal consistency reliability, con-
vergent validity, and discriminant validity (see Hair et al., 2012 re-
garding the recommended threshold level, for instance). The results
regarding these criteria are presented in Table 3. All factor loadings not
only consistently exceed the threshold of 0.7, but are also highly

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M. Groß Journal of Retailing and Consumer Services 40 (2018) 8–18

Table 3
Evaluation of the measurement model.

Latent construct Range of factor loadings Inter-construct correlationsa

ATT BI PE PEOU PU TR SAT SI USE

Attitude (ATT) 0.860–0.916 0.895

Behaviour intention (BI) 0.813–0.906 0.668 0.862
Perceived enjoyment (PE) 0.887–0.928 0.623 0.647 0.910
Perceived ease of use (PEOU) 0.840–0.920 0.681 0.535 0.480 0.891
Perceived usefulness (PU) 0.817–0.896 0.681 0.676 0.652 0.554 0.849
Trust in the m-vendor (TR) 0.910–0.923 0.431 0.386 0.346 0.426 0.330 0.916
Satisfaction (SAT) 0.911–0.940 0.708 0.768 0.676 0.645 0.675 0.422 0.941
Social influences (SI) 0.911–0.943 0.538 0.592 0.537 0.465 0.530 0.322 0.574 0.929
Usage behaviour (USE) 0.746–0.913 0.531 0.681 0.546 0.441 0.570 0.280 0.634 0.550 0.866

Composite reliability (CR > 0.7) 0.942 0.897 0.935 0.920 0.911 0.954 0.959 0.950 0.922
Cronbach's alpha (α > 0.7) 0.917 0.828 0.897 0.870 0.870 0.936 0.936 0.921 0.886
Average variance extracted (AVE > 0.5) 0.802 0.744 0.828 0.794 0.720 0.839 0.886 0.863 0.749

a
While bold numbers on the diagonal show the square root of AVE for that construct, the off-diagonal elements show the latent variable correlations.

significant (p > 0.001); therefore, a good indicator reliability is found Table 4

(Hulland, 1999). In addition, the internal consistency reliability is Results of hypothesis testing and the model's predictive power.
supported since both the criteria of composite reliability (Bagozzi and
Hypotheses and Path ß Path coefficient (t- Test result
Yi, 1988) and Cronbach's alpha (Nunnally, 1978) are clearly above the values)a
recommended threshold of 0.7. The same is applied to the convergent
validity, since the average variance extracted (AVE) for all constructs is H01 PU → ATT 0.312 (6.572)*** Supported
above the suggested threshold of 0.5 (Bagozzi and Yi, 1988). Finally, H02 PE → ATT 0.228 (5.987)*** Supported
H03 PEOU → ATT 0.398 (11.239)*** Supported
with respect to the criterion proposed by Fornell and Larcker (1981), H04 PEOU → PU 0.554 (18.247)*** Supported
the data set provides sufficient discriminant validity because the square H05 PEOU → PE 0.480 (15.188)*** Supported
roots of all AVE scores (given as diagonal elements in Table 3) are H06 ATT → BI 0.461 (12.190)*** Supported
significantly larger than any other correlation coefficients among all H07 TR → BI 0.086 (2.386)* Supported
H08 SI → BI 0.317 (8.926)*** Supported
constructs, and also because all of the indicator's loadings are higher
H09 BI → USE 0.481 (9.176)*** Supported
than all of its cross-loadings. Additional support for established dis- H10 SAT → USE 0.251 (4.630)*** Supported
criminant validity is derived from the heterotrait-monotrait ratio of
correlations, as no correlation exceeds the threshold value of 0.85 (Endogenous) Constructs R2 (with effect level) Q2
(Henseler et al., 2015). Perceived usefulness (PU) 0.307 (weak) 0.218
Perceived enjoyment (PE) 0.231 (weak) 0.183
Attitude (ATT) 0.626 (moderate) 0.499
Behaviour intention (BI) 0.528 (moderate) 0.387
4.2. Evaluation of the structural model Usage behaviour (USE) 0.487 (moderate) 0.363

a
Once the measurement model evaluation criteria have provided Results based on bootstrapping with 5000 samples: * p < 0.05; ** p < 0.01; ***
sufficient results, the evaluation of the structural model follows. This as- p < 0.001 (two-sided).

sessment requires analogues to the previous step's specific criteria, in-

cluding the path coefficients with their significance level, the coeffi-
cients of determinates (R2), and the predictive relevance (Q2) of the
model (see e.g. Hair et al., 2012 regarding the recommended threshold
level).
The individual strength of the path coefficients and their statistical
significance for testing the underlying model hypotheses are obtained
by using the bootstrapping re-samples procedure with 5000 samples
(Hair et al., 2011). As shown in Table 4, all postulated relationships
between the constructs are highly significant at p < 0.001 and are in
line with the hypothesised direction, with one marginal exception: the
relationship between trust and BI (referring to H07) is statistically
significant at p < 0.05.
In more detail, the results therefore suggest that consumers’ ATT
towards m-shopping is substantially affected by the PU (ß = 0.312,
p < 0.001), PE (ß = 0.228, p < 0.001), and PEOU (ß = 0.398,
p < 0.001) regarding m-shopping. This supports H01, H02, and H03.
Furthermore, PEOU has an additional, significant positive impact on
both PU (ß = 0.554, p < 0.001) and PE (ß = 0.480, p < 0.001), con-
firming H04 and H05. On the other hand, consumers’ intention to m-shop
is more affected by their attitude towards m-shopping (ß = 0.461,
p < 0.001) and social aspects (ß = 0.371, p < 0.001), as is the case
with the impact of consumers’ trust in the m-vendor (ß = 0.086,
p < 0.05). However, all three relationships receive statistical support
for explaining consumers’ BI to m-shop, thus confirming H06, H07, and
H08. Finally, consumers’ m-shopping behaviour is significantly de-
termined by both their intention to m-shop (ß = 0.481, p < 0.001) and
their degree of SAT (ß = 0.251, p < 0.001) with m-shopping, providing
statistical evidence to support H09 and H10. Hence, the PLS-SEM
analysis supports all 10 hypotheses of this study on the basis of ag-
gregate data.
However, due to its predictive-oriented approach, the most relevant
measure used for the structural model assessment is the coefficient of
determination (R2), which represents the amount of explained variance
of the endogenous latent variable (the model's predictive power) that is
determined by all of the linked exogenous constructs (Hair et al., 2012).
With respect to Henseler et al. (2009), who consider R2-values of 0.67,
0.33, and 0.19 as substantial, moderate, and weak, respectively, the
explanatory power in the underlying model for ATT, BI, and USE can
therefore be described as moderate, while the power of both PU and PE
is weak. Moreover, in line with the predictive accuracy of the R2-values,
the predictive relevance of all five endogenous constructs is confirmed
as all Stone-Geissers's Q2-values, which are obtained by using the
blindfolding procedure, are consistently greater than 0 (Hair et al.,
2012; Henseler et al., 2009). Table 4 provides the discussed criteria for
assessing the quality of the structural model.
Although not free from criticism in the context of PLS-SEM due to its
predictive orientation approach, the use of model fit indices is also used
in this study (Henseler and Sarstedt, 2013; Hair et al., 2011). With

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M. Groß Journal of Retailing and Consumer Services 40 (2018) 8–18

Table 5 Table 7
Information and classification criteria for model selection. Membership probabilities for the three-segment solution.

Criteriaa K=2 K=3 K=4 K=5 K=6 K=7 Membership probability K=1 K=2 K=3 Total Relative

AIC3 7.845 7.746 7.724 7.690 7.670
BIC 7.956 7.915 7.950 7.974 8.012
CAIC 7.987 7.963 8.013 8.053 8.107
LnL –3.876 –3.803 –3.767 –3.726 –3.693
EN 0.537 0.625 0.661 0.636 0.651
a
AIC3 = Akaike Information Criterion (modified with factor 3), BIC = Bayesian
Information Criteria, CAIC = Consistent AIC, LnL = LogLikelihood, EN = Entropy
Statistic (Normed), NFI = Non-Fuzzy Index. The best choices are highlighted.
respect to the two available criteria (and their conservative thresholds)
for model fit assessment, namely the standardised root mean square
residual (SRMR < 0.08) and the root mean squared residual covariance
matrix of the outer model residuals (RMSTheta < 0.12), the underlying
model offers an appropriate model fit with SRMR = 0.048 and
RMSTheta = 0.115 (Henseler et al., 2014).
4.3. FIMIX-PLS approach for data heterogeneity investigation
Once all model-relevant criteria have been estimated to be valid and
to support the underlying theoretical assumptions on the aggregate data
level, including the measurement and structural models, FIMIX-PLS can
be applied. FIMIX-PLS follows a multi-stage approach, including the
identification of an optimal number of segments, their validation and
explanation, as well as the segment-specific path models estimation
(Hair et al., 2016; Ringle et al., 2010; Sarstedt et al., 2009).
To investigate any (unobserved) heterogeneity caused by the data set,
the FIMIX-PLS procedure is run six times for K ranging from 2 through 7
(Miller, 1956), and the resulting latent variable scores from the struc-
tural model are initially used. Because the optimal number of segments
is a priori unknown, in accordance with Sarstedt et al. (2011a), (2011b)
Table 5 provides the values of three information criteria (AIC3, BIC,
CAIC) and two classification criteria (LnL, EN) that are obtained sepa-
rately for each segment, numbers K = 2–7, to determine the best so-
lution regarding the segments’ statistical adequacy and interpretability
(see in addition Hair et al. (2016) and Hahn et al. (2002)).
According to the literature, an optimal solution is given when the
values of defined criteria are as low as possible, with one exception: the
value of EN, which should be as high as possible to reflect an appro-
priate level of separability. The EN value is furthermore regarded as the
most powerful and important criterion; it ranges from 0 to 1, with
higher values mostly indicating a better quality of separation. Hence, a
good partition power is provided when the value of EN is above 0.5,
which is principally the case for all segment solutions in Table 5.
However, the final segment solution should not just be based on em-
pirically validated findings, but should also be of practical relevance,
which implies an interpretability of the segment differences (Ringle
et al., 2010).
Considering the complexity of the underlying research model in
combination with the size of each segment given in Table 6, the seg-
ment with K = 3 is finally regarded to be the best option. Based on a
data sample of n = 734 m-shoppers, it is doubtful that a segment size of
Table 6
Segment sizes for the different evaluated numbers on segments.
Segment K p1 p2 p3 p4 p5 p6 p7
7.667 Segment share 61.9% 23.0% 15.1% 734 100%
8.067
8.178 ≥ 50% 451 169 109 729 99.32%
–3.667 ≥ 60% 409 149 93 651 88.69%
0.568 ≥ 70% 372 130 78 580 79.02%
≥ 80% 305 120 53 478 65.12%
≥ 90% 184 92 27 303 41.28%
less than 7% (n < 51 respondents) would meet at least the minimum
sample size requirements, fit best to the model complexity (with nine
constructs and 10 postulated relationships), and thus allow a reasonable
segment-specific PLS path analysis (Hair et al., 2016; Rigdon et al.,
2011). Moreover, according to Dijkstra and Henseler (2015), both path
coefficients and indicator loadings become ‘consistent at large’ with an
appropriate high sample size per segment. Therefore, the FIMIX-PLS
solutions with K = 4 and more segment classes are not admissible, and,
moreover, small segment size is relatively unimportant for interpret-
ability and target marketing activities (Sarstedt and Ringle, 2010). In
comparison to the K = 2 segment solution, the preferred three-segment
solution (K = 3) not only has a better (smaller) value range for the
information criteria (see AIC3, BIC, and CAIC), but also implies a better
(higher) quality of partition with a higher EN value of 0.628.
Given that the three-segment solution (K = 3) is regarded as the
best option,2 Table 7 presents the number of respondents who belong to
a segment with certain membership probability. While, in a theoretical
sense, a membership probability should be as unique as possible for one
specific segment with a probability of almost 1, in reality much lower
membership probabilities are common. According to Hahn et al.
(2002), lower membership probability exemplifies the complexity of
measuring response-based variables; therefore, the probability ranges
above 50% are of interest. As a result, 729 out of 734 respondents
(approximately 99%) belong to one segment with a probability of above
50%, whereas for 303 respondents (approximately 41% of all) the
membership probability is even higher than 90%, indicating a sufficient
segment partition.
After an optimal FIMIX-PLS segment solution has been selected, the
analysis of the inner-model structure of all three segments follows. This
includes a separate evaluation of both their measurement and structural
models to the same extent for each segment, as is described and done in
the previous section for the aggregate data set (Matthews et al., 2016;
Rigdon et al., 2011; Sarstedt and, Ringle, 2010). For comparison pur-
poses only, Table 8 provides an overview of all relevant criteria of the
aggregate data and the segment-specific results. According to the table,
the results of the measurement model evaluation support the measures’
reliability and validity, with one exception regarding segment K = 3:
here, Fornell and Larcker's (1981) strict criterion is not fully met,
suggesting that the construct measurements for this data sample do not
discriminate well (more specifically: the indicator's loadings of both PE
and PU are not higher than all of its cross-loadings, as is required by
Fornell and Larcker's criterion).
In terms of the structural model assessment, all postulated path
relationships are significant only on the basis of the aggregate data,
while this is not entirely given for the segment-specific extraction,
implying a certain level of heterogeneity. However, since for target
marketing activities only significant differences between segments offer
∑k pk valuable insights regarding consumer attitudes and acceptance

2 0.583 0.417 1.000

3 0.619 0.230 0.151 1.000
2
4 0.488 0.321 0.174 0.017 1.000 Please note: to reveal the best solution based on the data sample, all potential seg-
5 0.453 0.253 0.163 0.066 0.065 1.000 ment solutions have been analysed with the same relevant set of criteria (as described in
6 0.369 0.303 0.152 0.095 0.064 0.016 1.000 Sections 4.1 and 4.2, and thus finally listed in Table 8 for the selected solution) to assess
7 0.254 0.166 0.163 0.163 0.100 0.093 0.062 1.000 the quality of the structural model. This approach suggests that the three-segment solu-
tion is the best option.

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M. Groß Journal of Retailing and Consumer Services 40 (2018) 8–18

Table 8
FIMIX-PLS results of three latent segments solution.

Global modela FIMIX segmentationa t[mgp]C

K=1 K=2 K=3 K1 / K2 K1 / K3 K2 / K3

Segment size 734 (100%) 454 (61.9%) 169 (23.0%) 111 (15.1%)
Segment label Motivated m- Thoughtful utilitarian-oriented Satisfied convenience-conscious
shopper m-shoppers m-shoppers
Hypotheses and
relationship
H01: PU → ATT 0.312 (6.572)*** 0.300 (6.807)*** 0.314 (4.294)*** 0.117 (1.800) n.s. 0.164 n s. 1.941 n s. 1.903 n s.
H02: PE → ATT 0.228 (5.987)*** 0.274 (7.454)*** 0.172 (2.434)* 0.029 (0.420) n.s. 1.380 n s. 2.994** 1.340 n s.
H03: PEOU → ATT 0.398 (11.239)*** 0.398 (11.388)*** 0.376 (6.017)*** 0.834 (10.416)*** 0.312 n s. 5.511*** 4.656***
H04: PEOU → PU 0.554 (18.247)*** 0.716 (34.815)*** 0.030 (0.395) n.s. 0.974 (207.074)*** 11.840*** 6.162*** 9.794***
H05: PEOU → PE 0.480 (15.188)*** 0.534 (16.212)*** 0.108 (1.354) n.s. 0.976 (253.389)*** 5.850*** 6.547*** 8.771***
H06: ATT → BI 0.461 (12.190)*** 0.502 (15.328)*** 0.295 (3.990)*** 0.862 (15.839)*** 2.984** 5.048*** 5.626***
H07: TR → BI 0.086 (2.386)* –0.012 (0.318) n.s. 0.223 (3.033)** 0.018 (0.358) n.s. 3.626*** 0.470 n s. 2.071*
H08: SI → BI 0.317 (8.926)*** 0.460 (13.393)*** 0.072 (1.034) n.s. 0.059 (1.074) n.s. 5.560*** 5.405*** 0.134 n s.
H10: BI → USE 0.481 (9.176)*** 0.601 (12.962)*** 0.277 (2.611)** 0.551 (4.284)*** 3.221*** 2.490* 2.019*
H09: SAT → USE 0.251 (4.630)*** 0.256 (5.232)*** 0.135 (1.783) n.s. 0.275 (1.986)* 1.991* 0.159 n s. 2.048*
R2
PU 0.307 [0.241, 0.513 [0.455, 0.001 [0.000, 0.034]b 0.946 [0.926, 0.962]b
0.376]b 0.59]b
PE 0.231 [0.173, 0.286 [0.220, 0.012 [0.000, 0.068]b 0.946 [0.926, 0.962]b
0.292]b 0.358]b
ATT 0.626 [0.579, 0.714 [0.673, 0.335 [0.242, 0.466]b 0.980 [0.973, 0.987]b
0.677]b 0.757]b
BI 0.528 [0.461, 0.732 [0.692, 0.198 [0.118, 0330]b 0.839 [0.779, 0.890]b
0.597]b 0.773]b
USE 0.487 [0.428, 0.675 [0.625, 0.191 [0.105, 0.312]b 0.651 [0.543, 0.754]b
0.550]b 0.724]b
Measurement model assessmentd
Convergent validity (AVE) + + + +
Reliability (CR and α) + + + +
Discriminant validity + + + –

a
Results based on bootstrapping with 5.000 samples show the path coefficients and their t-values (in brackets) with* p < 0.05; ** p < 0.01; *** p < 0.001; n.s. non-significant (two-
sided).
b
Bootstrapped R2-values with confidence interval [2.5%, 97.5%].
C
t[mga] = t-values for multi-group analysis with 5.000 permutations with* p < 0.05; ** p < 0.01; *** p < 0.001; n.s. non-significant (two-sided).
d
CR = Composite reliability; α = Cronbach's alpha; AVE = Average variance extracted; +/– criterion for the measurement model assessment is fulfilled/ is not fulfilled.

behaviours, a multi-group analysis is also conducted to assess and
compare whether the segment-specific relationships of path coefficients
are indeed significantly different from each other (Hahn et al., 2002).
To this end, the PLS multi-group analysis (PLS-MGA) is used by ap-
plying the permutation test (with 5000 permutations) (Rigdon et al.,
2011; Sarstedt and Ringle, 2010; Ringle et al., 2010). The multi-group
comparison results in Table 8 show that 21 out of 30 path relationships
are statistically different in terms of a p-value of at least 0.05 across all
segments, supporting once again a more or less sufficient segment
distinction.
4.4. IPMA to offer managerial implications
In prioritising managerial implications, the segment-specific view-
point should be respected (Slack, 1994). Thus, in line with previous
studies focusing on the identification and assessment of influencing key
factors with regard to company brands (Völckner et al., 2010), cross-
industry innovations (Bader, 2013), and satisfaction with service in-
terfaces (Höck et al., 2010), the IPMAs are additionally performed to
elaborate more accurate marketing-related recommendations to im-
prove m-shopping acceptance. According to Rigdon et al. (2011), this
kind of matrix-related grid analysis combines the total effects of the
PLS-SEM estimates (‘importance’) with the average value scores (‘per-
formance’)3 of each latent construct in the structural model to explain
the target to a larger extent: in this study, the m-shopping behaviour.
3
The criterion ‘performance value’ refers to the rescaled version of each latent variable
score that was initially measured with the seven-point Likert scale, now ranging on a scale
from 0 to 100 to facilitate interpretation (Ringle and Sarstedt, 2016).
In addition, the initial two-dimensional grid can further be divided
into a four-field matrix to prioritise needs for marketing actions when
taking into account both median lines for the importance and perfor-
mance of each latent construct (Martilla and James, 1977). Considering
the individual results of m-shopper types in Fig. 2, four different re-
commendations can be made for more efficient actions of target mar-
keting activities (see also e.g. Matzler et al. (2004), Riviezzo et al.
(2009), or Feng et al. (2014) for similar descriptions):
• Quadrant I represents attributes of acceptance that are evaluated
highly in both performance and importance, stressing competitive
factors for gaining or sustaining acceptance of m-shopping at a high
level. Therefore, m-retailers should continue the work they are
doing to keep all assigned factors in this quadrant.
• Quadrant II involves attributes of acceptance with a high importance
but low performance, thus indicating a high priority in intervention
for improvement. M-retailers should concentrate on these factors
first, as ignorance of these attributes might cause a lack of accep-
tance of m-shopping.
• Quadrant III covers attributes of acceptance that are both low in
performance and importance. Due to their low priority, it is not
advisable to focus additional improvement effort on these assigned
attributes, as long as the strength of their influence does not change.
• Quadrant IV contains attributes of acceptance with a low importance
but high performance rate; however, this implies possible excessive
effort in forming positive m-shopping acceptance. To avoid this,
present marketing resources should be used in other areas than the
attributes in this quadrant.

15
M. Groß
Fig. 2. IPMA for m-shopping behaviour across the three m-shopper types.
It should be noted that these managerial suggestions stress stereo-
typical recommendations derived from the matrix grid, which offers a
corridor approach for prioritising activities and tasks. This should
nevertheless not preclude a combination of different marketing activ-
ities, particularly to improve overall m-shopping acceptance across all
three identified shopper segments.
5. Discussion and conclusions
5.1. Summary
Driven by both the lack of a multidimensional understanding of m-
shopping acceptance (study focus part I) and the absence of sufficient
characterisation of different m-shopper types (study focus part II), this
study contributes to contemporary research on m-shopping in two
ways.
First, with respect to the aggregate data level (n = 734 survey re-
spondents) and the study focus part I, the analysis shows strong support
for the causal relationship between attitude, intention, and behaviour,
and thus confirms the multidimensional framework hypothesised in this
study.
• In more detail, consumers’ attitude towards m-shopping is more af-
fected by an easy-to-use interface than by usefulness and enjoyment.
However, all three factors are nevertheless essential to form a po-
sitive attitude, and an easy-to-use interface affects more utilitarian
than hedonic aspects. This is different from previous study findings
on this topic, which suggest that consumers without experience with
m-purchases value m-shopping services for usefulness and enjoy-
ment reasons (e.g. San-Martín et al., 2013; Aldás-Manzano et al.,
2009; Ko et al., 2009; Lu and Su, 2009). This changes as more ex-
perience is gained, highlighting the importance of ease of use.
16
Journal of Retailing and Consumer Services 40 (2018) 8–18
• Apart from attitude, consumers’ intention to use m-shopping is much
more strongly affected by social influence than by confidence in m-
vendors, confirming Zhang et al.’s (2012) meta-analysis results,
which take up to 53 mobile commerce studies into account. The
present study's result is not surprising as m-shopping services enable
consumers to share their newly purchased items, to ask for feedback,
and/or to express any displeasure immediately in social networks
with a few swift finger movements. It is also not uncommon for
consumers to use social networks to ask their peers for purchase
recommendations, particularly with regard to the trustworthiness of
m-vendors.
• Thus, in addition to consumers’ intention, m-shopping usage beha-
viour is driven by consumers’ satisfaction. This supports previous
research studies showing that satisfaction positively affects con-
sumers’ intention to continue to engage in m-shopping (e.g. Agrebi
and Jallais, 2015; Gao et al., 2015; Schramm-Klein and Wagner,
2014).
Second, and in relation to study focus part II, with the help of the
PLS-FIMIX approach the empirical findings furthermore reveal three
different m-shopper segments, supporting the assumption of data het-
erogeneity that is an inherent part of the postulated structural model.
The causal relationship between attitude, intention, and behaviour is
found to be significant across all three segments, and the multi-
dimensional framework is additionally confirmed. In accordance with
the typological approach proposed by San-Martín et al. (2013), the
three identified segments can be characterised as follows.
• Segment 1 includes n = 454 m-shoppers, representing the majority
of the sample (61.9%), and these shoppers can be described as
‘motivated m-shoppers’. This stems from the fact that they perceive
m-shopping not only as useful and enjoyable to a greater extent than
the other two segments, but also as highly socially important and as
an easy-to-use service. Across all segments, the majority of existing
m-shoppers seem to be highly motivated to shop mobile. On the
other hand, the motivated m-shoppers are the least satisfied with m-
shopping. This suggests that current m-shopping services are not
able to fulfil all of consumers’ expectations to the same extent, ul-
timately implying a certain degree of dissatisfaction. Moreover, trust
in the m-vendor does not seem to be a relevant acceptance factor for
the motivated m-shoppers, supporting the importance of social in-
fluences.
• Segment 2, representing nearly one quarter of the sample (n =
169 m-shoppers, sample size of 23.0%), consists of ‘thoughtful uti-
litarian-oriented m-shoppers’. One main characteristic of the con-
sumers in this segment is that they perceive m-shopping to be much
more useful than enjoyable. The impact of the perceived usefulness
aspect is almost twice as high as that of perceived enjoyment. Unlike
other segments, a second main characteristic of this one is that trust
in the m-vendor is an important factor for m-shopping. This might
imply that for a certain proportion of consumers, nearly one quarter,
m-shopping is not free of any risks and uncertainties, and, as a
consequence of this, they select m-vendors carefully.
• Finally, segment 3 contains n = 111 of the m-shoppers in the sample
(15.1%), referred to as ‘satisfied convenience-conscious m-shop-
pers’. Interestingly, these m-shoppers do not perceive m-shopping as
useful and enjoyable; instead, they prefer it due to its ease of use.
Since m-shopping is convenient, these shoppers are expected to have
an ultimately positive attitude towards it. Confirming this expecta-
tion, they find m-shopping overall to be highly satisfactory. Similar
to the motivated m-shoppers, however, m-vendor trust is not im-
portant to this segment.
Due to the different importance of acceptance factors, the model-
specific explanatory power varies across the three segments: for the
‘motivated m-shoppers’, the ‘thoughtful utilitarian-oriented m-
M. Groß
shoppers’, and the ‘satisfied convenience-conscious m-shoppers’, it ex-
plains approximately 67.5%, 19.1%, and 65.1% of the variance in their
present m-shopping behaviour, respectively.
5.2. Managerial implications and suggestions
With regard to the result of the IPMA and the structured re-
commendations for action (see Section 4.3 again) to design tailor-made
services for m-shopping, several segment-specific suggestions can be
made to improve consumers’ overall m-shopping acceptance.
First, since the IPMA shows the highest evaluation rates across all
three m-shopper types for consumers’ attitude regarding m-shopping in
both performance and importance, taking measures to improve attitude
is highly advisable. Considering the cause-and-effect relationship of the
underlying research model, this should be done by improving aspects of
usability (e.g. easy and fast access to the Internet, and an intuitive and
easy-to-use interface), usefulness (e.g. improving the effectiveness and
efficiency of performing shopping tasks), and enjoyment (e.g. extending
interaction and entertainment possibilities) for both motivated m-
shoppers and thoughtful utilitarian-oriented m-shoppers. For satisfied
convenience-conscious m-shoppers, on the other hand, an attitudinal
improvement should focus in particular on activities that strengthen
usability aspects.
Second, and again with regard to the IPMA, both consumers’ m-
shopping use intention and their satisfaction must be improved across
the three m-shopper types. To this end, marketers should (1) extend
their m-shopping services with features that facilitate social interaction
with peers, and (2) focus on improving vendor trust by, for instance,
bringing reliable information to the market that takes into account
customers’ interests and needs. Whereas it seems that both points are
highly critical for thoughtful utilitarian-oriented m-shoppers, only the
social interactions aspect is relevant for motivated m-shoppers.
Interestingly, satisfied convenience-conscious m-shoppers’ behavioural
intention to use m-shopping is only affected by their attitude, which in
turn is ultimately formed by their perception of ease of use.
5.3. Limitations and need for further research
This study involves several limitations, suggesting room for im-
provement. Considering first the underlying multidimensional frame-
work on the aggregate data level, the relative explained variance for
attitude (R2 = 0.626), behaviour intention (R2 = 0.528), and usage
behaviour (R2 = 0.487) indicates that other relevant factors might exist
that also affect m-shopping acceptance. Thus, an extension of the un-
derlying research model in follow-up studies for both drivers and bar-
riers of acceptance is recommended to strengthen the model's ex-
planatory power.
Second, with respect to the (unobserved) data heterogeneity of the
research model, the FIMIX-PLS technique revealed a three-segment
solution in this study that best meets the sample size requirements for
each of those segments. Moreover, each segment was verified to a
certain degree. However, this does not preclude the possibility of other
optimal solutions with more than three segments. Thus, the FIMIX-PLX
results in Table 5 (see K = 4 or K = 7, for instance) imply more po-
tential m-shopper segments. Therefore, follow-up studies should apply
larger data samples to obtain more valuable findings. Using a larger
data sample might lead to a better model fit with regard to the segment-
specific discriminant validation, or could provide more meaningful
segment distinctions. However, the present study used the PLS-MGA
approach, which showed that 21 out of 30 path relationships are sta-
tistically significant across all segments (see Table 8 again).
In addition, and in contrast to the approach taken in this study, the
investigation of differences between more than two groups should not
be validated with multiple usages of the PLS multi-group analysis, but
instead with the omnibus test of group differences (OTG; Sarstedt et al.,
2011a, 2011b). This technique allows a multiple group comparison,
17
Journal of Retailing and Consumer Services 40 (2018) 8–18
and, moreover, is less prone to the familywise error rate (e.g. type-II
errors) that might affect study results. On the other hand, this suggested
approach requires stricter assumptions regarding the data structure.
Third, because self-reported measures were used to determine m-
shopping behaviour in this study, the results are limited. Future studies
should therefore try to take real usage of m-shopping into account; this
might for instance be done through mobile device usage tracking (e.g.
Wang et al., 2015). In such studies, the purposed multidimensional
acceptance framework could be used as a theoretical background. Thus,
a model verification with the help of real usage data is recommended
and would provide great value in terms of consumer insight.
Finally, it should be noted that this study reflects only a momentary
situation. Therefore, present knowledge will quickly become obsolete in
the course of the high speed of development of m-shopping trends,
suggesting a need for long-term research that respects consumers’ ex-
periences and their associated changes (e.g. perception of m-shopping
issues).
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