Abstract
The widespread popularity of smart handheld devices has prompted the booming development of the mobile shopping market but also formed new models of mobile shopping that consumers may or may not accept. The objective of this study was to identify the factors that will help consumers accept and use a new form of mobile shopping with quick response codes and virtual shelves. This study conducted a questionnaire survey, collected 541 samples, and tested our hypotheses and model using structural equation modeling. The results indicated that the visual attractiveness of the virtual shelves has the greatest impact on the acceptance of this new way of mobile shopping, followed by the interactivity of user interface, novelty seeking, and perceived time risk. Although the influence of Wi-Fi accessibility in the overall model was not significant, its significance was revealed when this study only looked at consumers who did not have internet access on their phones. Managerial implications for online retailers as well as directions for future research are also discussed.
