What drives customers towards mobile shopping? An integrative technology continuance theory perspective

Abstract

PurposeExisting studies examine the effect of mobile service quality (M-S-QUAL) on shoppers' intent to continue mobile shopping using various theoretical lenses to understand its underlying factors. However, there is limited research focusing on combining theories to integrate the understanding of the factors that contribute to continuance intention of customers towards mobile shopping. This study integrated M-S-QUAL, the technology adoption model (TAM) and technology continuance theory (TCT) to test our proposed conceptual model of mobile shopping useDesign/methodology/approachEmpirical data from a survey of 193 respondents who frequently make purchases using mobile and its applications were analysed using partial least squares based on structural equation modelling (PLS-SEM).FindingsThis study found that M-S-QUAL and perceived usefulness (PU) positively influence shopping satisfaction and CI. PU and innovativeness, positively affect shopping satisfaction and CI. The study also found support for the mediating effect of satisfaction between M-S-QUAL and PU with CI.Research limitations/implicationsThis study contributes to TCT by incorporating pre-purchase and post-purchase dimensions for mobile shopping through applications. Pre-purchase variables include technology-related and innovativeness-related features. In contrast, post-purchase variables include the service quality of forward and reverse logistics.Practical implicationsThe service providers should focus on technology and innovativeness to increase the continuing intent of shoppers through mobile applications.Originality/valueThis study validates fulfilment, responsiveness and contact as key determinants of service quality in mobile shopping. It also identifies the practical implications to the managers for improving service quality, innovativeness and the PU of mobile shopping to retain customers.

Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors

“…This framework gets supports from the flow theory and U&G theory. Most of the previous studies on the continued use of IT are based on the ECM theory (B€ olen, 2020;Franque et al, 2021;Pereira and Tam, 2021;Talwar et al, 2020) and the TAM theory (Huang and Ren, 2020;Jain et al, 2021;Park, 2020). However, as highlighted by McLean and Osei-Frimpong (2019) and Hwang et al (2019), existing technology adoption models (such as TAM) are inadequate in explaining users' behavioral intentions toward new technologies such as Ant Forest.…”

“…In recent years, many scholars have focused on adopting and using information technology (IT)/information systems (IS) products or services (Franque et al, 2021;Jain et al, 2021;Yan et al, 2021). Such IT/IS scholars have been interested in studying users' usage behavior toward IT/IS products or services.…”

Leveraging personalization and customization affordances of virtual try-on apps for a new model in apparel m-shopping

“…Table 1 summarizes this dual structure of our study, which was motivated for theoretical and practical reasons. Technology acceptance models have been limited in explaining mshopping consumer behavior in general (Jain et al, 2021) and few studies have focused on the apparel category in particular (Rahman et al, 2017). Scholars as well as managers could benefit from more insight as to how apparel VTOs and augmented reality (AR) marketing can create value for both the consumer and the firm.…”

From keyword to keywords: the role of keyword portfolio variety and disparity in product sales

“…In summary, those studies do not suggest consistent advertising effectiveness on different devices (PC vs. mobile). Mobile devices have become the dominant channel for reaching consumers (Jain et al. , 2021; Ghazali et al.…”

“…In summary, those studies do not suggest consistent advertising effectiveness on different devices (PC vs. mobile). Mobile devices have become the dominant channel for reaching consumers (Jain et al, 2021;Ghazali et al, 2018;Le and Wang, 2020). It is vital to investigate the relative effectiveness of mobile channels so that sellers may take advantage of such knowledge when deciding on multi-channel advertising spending (Ghose et al, 2013).…”