Success factors driving consumer reuse intention of mobile shopping application channel
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 25 June 2021
Issue publication date: 3 January 2022
Abstract
Purpose
Due to fierce competition in the mobile retailing market, it is desirable to identify the success factors driving consumers to reuse a mobile shopping application. This research intends to develop a model for mobile shopping app success by integrating an e-commerce systems success (ESS) model and sales promotion benefits and parasocial interaction literatures.
Design/methodology/approach
302 useable online questionnaires were obtained. The data analysis was conducted using the structural equation modelling.
Findings
The results indicate the validity of the ESS model in predicting consumers' reuse intention of mobile shopping apps where three quality dimensions of system, information and service facilitate both perceived value and user satisfaction, which in turn generates reuse intention. Furthermore, savings and entertainment denoting the utilitarian and hedonic sales promotion benefits have positive impact on perceived value but have no influence on satisfaction. Parasocial intention between consumers and sellers facilitates both value perception and satisfaction.
Originality/value
This research contributes to the mobile retailing literature by identifying the success factors driving consumers' continuance intention of mobile shopping apps. Theoretically, it validates and extends the ESS model in mobile shopping app context by identifying savings, entertainment and parasocial interaction as additional success factors. Based on the findings, two approaches are proposed to suggest mobile retailers design a successful mobile shopping app.
Keywords
Acknowledgements
The authors wish to thank Nancy Chen and Belle Chou for their help in data collection. The authors would also like to thank the 2 anonymous referees of this journal for their constructive comments, and the Editor for his support and encouragement.
Funding: The research was partially supported by grant MOST 109-2410-H-030 -038 -MY2, from the Ministry of Science and Technology of Taiwan, R.O.C.
Citation
Tseng, T.H., Lee, C.T., Huang, H.-T. and Yang, W.H. (2022), "Success factors driving consumer reuse intention of mobile shopping application channel", International Journal of Retail & Distribution Management, Vol. 50 No. 1, pp. 76-99. https://doi.org/10.1108/IJRDM-08-2020-0309
Publisher
:Emerald Publishing Limited
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