A reconceptualisation of the mobile continuance intention: social drivers' perspective
by Abdulaziz Elwalda; Ismail Erkan; Fulya Acikgoz; Mushfiqur Rahman
International Journal of Technology Marketing (IJTMKT), Vol. 17, No. 2, 2023

Abstract: Based on a systematic review of the relevant literature and grounded on the social drivers, this study reconceptualises the concept of mobile consumers' continued intention. We observe the impact of social drivers derived from consumers' mobile communications on continuance intention. Drawing on informational support, emotional support, normative influence, mobile social commerce, trust and continence intention, a mobile social influence model (MSIM) is proposed as a new approach for addressing consumers' continued intention in mobile settings. The MSIM shows that consumers' continuance intention can be noted through the social drivers of mobile communications. The MSIM indicates that consumers who are informationally and emotionally supported and are influenced by others are more engaged in mobile social commerce. The MSIM also exposes that trust is affected by both social support and social influence. Furthermore, the model reveals that mobile social commerce intention and trust are key predictors of consumers' continuance intention to use mobile messaging applications. The MSIM implies that managers need to provide communication environments where the functionalities of social communications and networking are offered to empower consumers' continued usage.

Online publication date: Tue, 04-Apr-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com