What drives customers towards mobile shopping? An integrative technology continuance theory perspective

Nikunj Kumar Jain · Dimple Kaul · Priyavrat Sanyal

60 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Purpose Existing studies examine the effect of mobile service quality (M-S-QUAL) on shoppers' intent to continue mobile shopping using various theoretical lenses to understand its underlying factors. However, there is limited research focusing on combining theories to integrate the understanding of the factors that contribute to continuance intention of customers towards mobile shopping. This study integrated M-S-QUAL, the technology adoption model (TAM) and technology continuance theory (TCT) to test our proposed conceptual model of mobile shopping use Design/methodology/approach Empirical data from a survey of 193 respondents who frequently make purchases using mobile and its applications were analysed using partial least squares based on structural equation modelling (PLS-SEM). Findings This study found that M-S-QUAL and perceived usefulness (PU) positively influence shopping satisfaction and CI. PU and innovativeness, positively affect shopping satisfaction and CI. The study also found support for the mediating effect of satisfaction between M-S-QUAL and PU with CI. Research limitations/implications This study contributes to TCT by incorporating pre-purchase and post-purchase dimensions for mobile shopping through applications. Pre-purchase variables include technology-related and innovativeness-related features. In contrast, post-purchase variables include the service quality of forward and reverse logistics. Practical implications The service providers should focus on technology and innovativeness to increase the continuing intent of shoppers through mobile applications. Originality/value This study validates fulfilment, responsiveness and contact as key determinants of service quality in mobile shopping. It also identifies the practical implications to the managers for improving service quality, innovativeness and the PU of mobile shopping to retain customers.

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References

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