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- Title
A study of factors affecting customers' intentions to continue online shopping with mobile phones.
- Authors
Olivier, Xavier; Terblanche, Nic S.
- Abstract
Since mobile phones have been used for online shopping for approximately two decades now, it could be of considerable value to both academics and marketing practitioners to investigate which affective and cognitive factors influence mobile phone shoppers' intentions to continue with online shopping using mobile phones. This study uses the theory of planned behaviour (TPB) to explain the affective and cognitive factors that drive the intention to continue online shopping with mobile phones. In this study a number of affective and cognitive factors that influence mobile phone shopping continuance were analysed in respect of their relationship with mobile phone shoppers' intentions to continue with online shopping using mobile phones. A sample of 486 respondents who conducted a total of 23 343 transactions using a mobile phone were surveyed. The results found that a 'hedonic shopping experience', 'usefulness' and 'subjective norm' are the factors that exert the strongest influence on shoppers' intentions to continue with online shopping using their mobile phones.
- Subjects
ONLINE shopping; SMARTPHONES; MOBILE commerce; MOBILE apps; CONSUMER behavior
- Publication
Management Dynamics / Bestuursdinamika, 2018, Vol 27, Issue 1, p2
- ISSN
1019-567X
- Publication type
Article