2012•Int. J. Electron. Bus. Manag.Requires access

AN EXAMINATION OF THE DETERMINANTS OF MOBILE SHOPPING CONTINUANCE

Ming-Chien Hung, Shih-Ting Yang, Ting-Chu Hsieh

Abstract

While mobile shopping (m-shopping) is convenient in the age of mobile commerce, many people still discontinue their shopping using mobile devices even though they have the experience. Therefore, it is important for the m-shopping providers to understand the determinants of m-shopping continuance. This study extended Expectation-Confirmation Model (ECM) to examine the determinants of m-shopping continuance by incorporating trust. There were 244 effective questionnaires obtained for survey analysis. The results showed that trust can overcome the limitations of ECM on predicating m-shopping continuance and improve the explanatory power of initial ECM.

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Key concepts: Continuance, Explanatory power, Mobile commerce, Business, Advertising, Mobile device, Marketing, Computer science