Understanding Mobile Tourism Shopping in Pakistan: An Integrating Framework of Innovation Diffusion Theory and Technology Acceptance Model

Consumer adoption of mobile-based tourism shopping is an emerging but overlooked area in tourism research. Given the paybacks and potential scope of this new channel, this study attempts to bridge the gap by proposing a multimediation model investigating mobile tourism shopping (MTS) in a developing country, Pakistan. In particular, we applied structural equation modeling through partial-least-squares structural equation modeling (PLS-SEM) on 396 responses collected from mobile respondents who recently purchased tourism products using a mobile device(s). It was discovered that social presence, directly and indirectly, influences tourist intentions towards MTS. The results further show that the tourists’ perception of compatibility and relative advantages of MTS have insignificant influence on their intention to accept a mobile device(s) for tourism shopping. The findings and implications of the study furnish new vistas to research discourse and managerial significance. Economically, this research contributes to knowledge that could increase income and create jobs in the host country.