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


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Category
Articles
Authors
Publisher
Emerald
Publishing Date
01-Aug-2021
volume
-
Issue
-
Pages
-
  • 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.