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.