Abstract
To understand how hedonic shopping orientation affects the desire to reuse mobile applications, this study will examine the mediating role of the need for mobile app atmosphere as well as the moderating role of mobile irritation. 222 consumers who used mobile applications for their shopping provided information via an online survey. Process Macro testing was done on the research model. The test results indicate that there is a strong beneficial impact of hedonic shopping orientation on the intention to reuse mobile apps. Simultaneously, hedonic shopping orientation has a considerable impact on the intention to reuse mobile apps due to the positive mediating role of the need for mobile app atmosphere and the negative moderating influence of mobile irritation. This study presents implications for mobile app retailing and expands the field of research on mobile shopping behavior. Important information is also provided for mobile customers who have a hedonic shopping orientation.
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