Abstract
This research was conducted to examine the effects of service convenience dimensions (search convenience, evaluation convenience, transaction convenience, possession convenience and post purchase convenience) towards consumer continuance usage intention when using mobile shopping (m-shopping) application. In this study, data was collected using questionnaire as the instrument. Snowball sampling technique was applied distributed to mobile shoppers vie e-survey (google forms) within the period of one month. After the period, four hundred and twenty questionnaires were collected, but only three hundred and ninety-nine were found usable for further analysis. The findings revealed that service convenience dimensions (search convenience, evaluation convenience and possession convenience) had positive influence on consumer continuance usage intention, whereas the other two sub-dimensions, which were transaction and post-purchase convenience did not influence future continuance intention. This research also suggests several recommendations for future research. Among others, future researchers could explore demographic and psychographic elements as the moderating variables, and to include extrinsic factors like buying situation to investigate if these variables could influence consumer continuance usage intention. Besides, it is suggested that future researchers to expand the theoretical framework by adding mediator or moderating variables.
Highlights
In the South East Asian region, the use of smartphones for mobile shopping is growing in popularity
Evaluation convenience can be characterized as convenience of choice, which refers to the perception by consumers of the time and effort involved in planning product choices (Izquierdo-Yusta et al 2014)
RQ 2: Which dimension of service convenience that has the greatest influence towards the consumer continuance usage intention in mshopping? Table 4 shows the results of multiple regression analysis in determining the predictors of service convenience towards the consumers’ continuance usage intention
Summary
In the South East Asian region, the use of smartphones for mobile shopping is growing in popularity. One third of Malaysians purchased goods and services by mobile shopping which was about. Nielsan (2016) reported that 55% of Malaysian consumers felt anxious when their mobile devices are not close with them and three quarter reportedly say that their mobile devices make their lives better. Mobile phones shopping (m-shopping) refers to the online search, browsing, comparison and purchase by consumers of goods and services via wireless handheld or mobile devices, smartphones, and tablets (Groß, 2015). Mshopping can be described as an advanced mservice that enables consumers to browse or purchase goods and services from retailers anywhere and at any time via mobile devices (Yang, 2012). Almost every retail industry is endeavoring to squeeze its business on mobile phone and making it convenient for consumers
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