Factors Affecting Customer’s Intention to Use Mobile Shopping Applications

Abstract

The aim of this research is to examine the factors that impact the intention to use mobile shopping applications. The study used perceived ease of use, perceived usefulness, satisfaction, perceived enjoyment, perceived risk and personal innovativeness as independent variables and intention to use mobile shopping applications as dependent variable. The relevant data was gathered from 229 users of mobile shopping applications. PLS-SEM is used to analyze the relationship between the variables. Results of the study show that personal innovativeness, perceived enjoyment and satisfaction have a positive and significant impact on intention to use, whereas, perceived risk has a negative and significant impact, perceived usefulness and perceived ease of use have a positive and insignificant influence on intention to use. This study offers valuable insights for m-commerce sector, managers and strategists regarding the effect of factors influencing intention to use mobile shopping applications.