Abstract
The introduction of the smartphone has changed the world for consumers. Consumers now have the power to search and shop from anywhere at anytime. The latest advancements in mobile technology, such as near field communication and mobile wallets, make it easier for consumer to make purchases. This research attempts to find any barriers or influential factors that exist in making consumers adopt mobile technology for the purpose of shopping. The research uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model as a basis for the research. The research proposes a of technology acceptance for smartphones for future research. Author Keywords: Digital Marketing, mobile marketing, mobile commerce, technology acceptance, path to purchase.
