A Study of Mobile App Based Household Purchasing by Working Women in a Developing Country: An Empirical Validation of Theory of Planned Behaviour

Abstract

Mobile app based shopping is growing rapidly nowadays. The working women in developing country particularly India has to play the dual responsibility. At one end they are busy in their jobs while in other end they have to take care about household duties. The mobile app based household purchasing provide the convenient way to the working women in developing country to maintain the responsibilities. The prevalence of app based purchasing has raised the interest of the retailers to focus on this area. Therefore, the theory of planned behaviour applied to determine the relationship between attitude, subjective norm, perceived behaviour control and mobile app based purchasing as well as the purchase intention. The working women in major cities of Madhya Pradesh above 18 years old were selected as the subject of analysis. 325 out of 500 sets of questionnaires distributed were valid for coding, analyzing and testing the hypothesis. Collected data were then analyzed using SPSS version 20.0. The multiple regression analysis used to examine the model fits and hypothesis testing. The conclusion can be depicted that attitude, subjective norm and perceived usefulness significant positively influence online purchase. Finding also revealed that purchase intention positively influence online shopping behavior. In the end the implications, and future research direction for the study was also presented.

Keywords: Theory of Planned Behaviour, Mobile Apps, Online Purchasing, India, Subjective Norms.

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