From Friends to Feedback: Effect of Social Influence on Mobile Shopping in the Post-COVID Era
Xiaoping Tang,
Muhammad Shehzad Hanif,
Nabeel Haider
et al.
Abstract:Although mobile shopping is a new norm after the pandemic, its proliferation is still not very mature in developing nations. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) model, this research employs the SEM technique to examine the effect of mobile shopping frequency and repurchase intent among 198 young mobile shopping consumers in Pakistan. Our findings suggest that purchase frequency is a key variable in consumer behavior and plays a significant role in building mobile shopping … Show more
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