Mobil alışveriş niyetini etkileyen faktörler: Libya'da küçük ev aletleri örneği

This study examines the role of the influence of variables group which are: Fi-nancial Risk, Performance Risk, Time Risk, Possession Convenience, Post-Purchase Convenience and Trust, with the UTAUT2 model on Behavior intention of mobile shopping. In addition to examines the effect of age and income variables as moderator variables. An online questionnaire was used to collect data from 706 mobile shopping users in Libya. Partial Least Squares Structural Equations Modeling (PLS-SEM) was used to analyze the effect of these factors on Behavior intention of mobile shopping to purchase small home appliances. The results revealed that each of the six constructs, which are Performance Ex-pectancy, Habit, Price Value, Social Influence, Trust, and Time Risk, contributed on Behavior intention of mobile shopping to purchase small home appliances. The Expec-tation of Effort and Facilitation Conditions, Price Value, Social Influence, and Finan-cial Risk did not contribute on behavior intention of mobile shopping to purchase small home appliances. The Age variable played a moderate role in each of the Effort Expec-tations, Social Influence, Habit and Purchase Convenience on Behavior intention of mobile shopping to purchase small home appliances. There was only one contribution of the Income variable as a moderate variable with Performance Expectancy. This research enhances the marketing literature by contributing to the devel-opment of an understanding of behavior intention of mobile shopping to purchase small home appliances. Also, this research enhances the immediate implications for researchers who wish to examine the behavior intention of mobile shopping to pur-chase small home appliances using UTAUT2 models.