The Influence of Service Convenience towards Consumer Continuance Usage Intention

Abstract

This research was conducted to examine the effects of service convenience dimensions (search convenience, evaluation convenience, transaction convenience, possession convenience and post purchase convenience) towards consumer continuance usage intention when using mobile shopping (m-shopping) application. In this study, data was collected using questionnaire as the instrument. Snowball sampling technique was applied distributed to mobile shoppers vie e-survey (google forms) within the period of one month. After the period, four hundred and twenty questionnaires were collected, but only three hundred and ninety-nine were found usable for further analysis. The findings revealed that service convenience dimensions (search convenience, evaluation convenience and possession convenience) had positive influence on consumer continuance usage intention, whereas the other two sub-dimensions, which were transaction and post-purchase convenience did not influence future continuance intention. This research also suggests several recommendations for future research. Among others, future researchers could explore demographic and psychographic elements as the moderating variables, and to include extrinsic factors like buying situation to investigate if these variables could influence consumer continuance usage intention. Besides, it is suggested that future researchers to expand the theoretical framework by adding mediator or moderating variables.