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Title: Understanding the factors affecting consumers' continuance intention in mobile shopping: the case of private shopping clubs

Authors: Mehmet Cem Bölen; Üstün Özen

Addresses: Open Education Faculty, Atatürk University, Erzurum, 25240, Turkey ' Faculty of Economics and Administrative Sciences, Atatürk University, Erzurum, 25240, Turkey

Abstract: This study aims to determine the factors affecting the continuance intention in using mobile shopping apps and websites. Within the scope of the study, a research model is proposed that integrates an information systems (IS) expectation-confirmation model (ECM), flow theory, and trust. Structural equation modelling (SEM) was employed to analyse data collected from 518 users of the most popular private shopping clubs in Turkey. The results revealed that the variables of perceived usefulness, satisfaction, and enjoyment directly and significantly affected the consumers' continuance intention in using the private shopping clubs' mobile apps and websites. The focus dimension of the flow experience was not found to have a significant effect on either consumer satisfaction or continuous usage intention. Another interesting result of the study is that, contrary to the general belief in the literature, the trust dimension does not have a significant effect on consumers' continuance intention.

Keywords: mobile shopping; private shopping clubs; expectation confirmation model; flow theory; trust.

DOI: 10.1504/IJMC.2020.104423

International Journal of Mobile Communications, 2020 Vol.18 No.1, pp.101 - 129

Received: 26 Mar 2018
Accepted: 18 Oct 2018

Published online: 09 Jan 2020 *

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