Factors Influencing Consumer’s Attitudes to Continuously Use Mobile Shopping Applications

Abstract

This research aims to identify the factors influencing consumer’s attitudes to continuously use mobile shopping applications. The primary data were collected by distributing online questionnaire to 384 respondents who had previous experience on using mobile shopping applications to purchase products. Data were analyzed by using Statistical Package for Social Sciences (SPSS) software version 23.0. The findings show that perceived usefulness, privacy and security, electronic words of mouth, and perceived ease of use have positive relationship, whereas the design aesthetics has no positive relationship with the consumer’s attitudes to continuously use the mobile shopping application. This study enhances the researcher’s understanding on how the perceived usefulness, privacy and security, electronic words of mouth and perceived ease of use in influencing the consumer’s attitudes to continuously use the mobile shopping applications. This study extend the application of expectation-confirmationmodel (ECM) and technology acceptance model (TAM) which can provides the theoretical understanding on the various factors that influencing consumer’s attitudes to continuously use the mobile shopping applications. The managers should focus on those factors in order to encourage more people for using the mobile shopping application to purchase the products.