Understanding consumers' mobile shopping continuance intention: New perspectives from South Africa

Abstract

Mobile shopping innovation success rests on consumers using the innovation repeatedly. Research has addressed consumers' initial acceptance of this innovation. However, studies in developing contexts such as South Africa have yet to address adequately what contributes to repeated mobile shopping use (continuance intention). Using an integrative model that incorporates a hierarchical shopping values (hedonic and utilitarian) factor structure in the expectation-confirmation model, this study examines factors underlying mobile shopping continuance intention among South African shoppers. Survey data was obtained from 437 consumers who had conducted mobile shopping in the month leading up to the survey. Structural equation modelling was used to validate the research measurement model and to test the study's hypotheses. The findings suggest that the integrated proposed model provides a better explanation for mobile shopping continuance intention. Furthermore, usefulness, utilitarian value, and satisfaction significantly influence mobile shopping continuance intention. The tested integrated model provides a more detailed account of mobile shopping continuance intention, and could serve as the basis for future research on mobile shopping continuance intention.