research model in this study with such constructs. Third, this study employed a cross-sectional design, which does not allow for a lon- gitudinal analysis of the observed effects. Hence, the results should be treated with caution in that causality cannot be inferred from cross-sectional data. While a longitudinal analysis is preferred, valid cross-sectional models must first be established before future research can examine their viability over time. Fourth, this study utilized self-reported survey data to assess mobile shoppers’ behaviour on a mobile site. Future research may employ objective measurements to assess the actual behaviour of mobile shoppers.