Abstract
With the rapid growth and intense competition of the mobile commerce market, mobile vendors consider retaining current users and facilitating them to continue shopping as vital to sustain profitabi...
Highlights
It is without doubt that smartphones and internet-enabled mobile devices have become inse parable for many users to shop online
We investigate the influence of two factors including adaptive behaviour and user trust to make users continue to use mobile shopping services
Considering the importance of maintaining users and the continued usage motivation of users, this study investigates the impacts of two determinants, adaptation and trust, and on the continuance intention (CI) of users for the mobile shopping service
Summary
It is without doubt that smartphones and internet-enabled mobile devices have become inse parable for many users to shop online. For the Vietnamese market alone, m-commerce has outpaced traditional e-commerce with a growth rate of 18.6 per cent annually; the volume has increased from $5.1 billion in 2019 to a predicted $10.2 billion in 2023, accounting for 57% of the overall e-commerce and (JPMorgan, 2020). This impressive emerging potential of the m-shopping business has attracted much attention from managers and researchers (Gao et al, 2015). The topic related to mobile shopping soon attracted many researchers in the information technology (IT) system, marketing and user behaviour. Hung et al (2012) applied ECM in Taiwan, combining it with trust to explain the users’ behaviour in m-shopping. Lu and Yu-Jen (2009) investigated how innovativeness and social influence impact user intention to continue using m-commerce in the USA
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