Abstract
Mobile shopping apps have experienced significant global growth due to the widespread adoption of mobile devices in everyday life. The exponential expansion of mobile shopping app usage has brought up both opportunities and challenges for service providers. For online businesses, maintaining their current users is a vital means of gaining a competitive edge. Hence, the primary objective of this research is to develop a conceptual model to examine the factors that influence users' intention to continue using mobile shopping apps. The Expectation-Confirmation Model (ECM) and the Theory of Network Externalities offer initial foundations for developing a unified conceptual model. This research has the potential to make a substantial contribution to the understanding of factors that influence continuance intention to use mobile shopping apps. It can benefit academicians, online businesses, service providers and mobile marketing practitioners
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