Success factors driving consumer reuse intention of mobile shopping application channel

Abstract

PurposeDue to fierce competition in the mobile retailing market, it is desirable to identify the success factors driving consumers to reuse a mobile shopping application. This research intends to develop a model for mobile shopping app success by integrating an e-commerce systems success (ESS) model and sales promotion benefits and parasocial interaction literatures.Design/methodology/approach302 useable online questionnaires were obtained. The data analysis was conducted using the structural equation modelling.FindingsThe results indicate the validity of the ESS model in predicting consumers' reuse intention of mobile shopping apps where three quality dimensions of system, information and service facilitate both perceived value and user satisfaction, which in turn generates reuse intention. Furthermore, savings and entertainment denoting the utilitarian and hedonic sales promotion benefits have positive impact on perceived value but have no influence on satisfaction. Parasocial intention between consumers and sellers facilitates both value perception and satisfaction.Originality/valueThis research contributes to the mobile retailing literature by identifying the success factors driving consumers' continuance intention of mobile shopping apps. Theoretically, it validates and extends the ESS model in mobile shopping app context by identifying savings, entertainment and parasocial interaction as additional success factors. Based on the findings, two approaches are proposed to suggest mobile retailers design a successful mobile shopping app.

Values that drive desire: examining determinants of mobile promotion satisfaction

“…First, we revealed that the desirability of mobile promotion is motivated through monetary savings and localization. Our findings are in line with a previous study that monetary value promotes mobile app usage (Tseng et al, 2022). When users receive member discounts, they can easily and conveniently save these personal deals in their mobile app, making monetary savings more accessible.…”

Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention

“…Partial least squares (PLS), a widely used approach for predictive applications and theory building, was selected for the analysis. Specifically, this study used SmartPLS 3, which has been employed by scholars in marketing and information systems (Park and Kim, 2021; Tseng et al. , 2022).…”

Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers?

“…Emerging technologies are allowing online retailers to implement effective pricing strategies able to both improve revenues and customize prices and promotions to encounter the price-sensitive consumers' target (Priester et al, 2020;Grewal et al, 2011). Tseng et al (2021) showed that saving money is one of the main predictors of the mobile retailing app reuse intention. Consequently, we postulate the following hypothesis: H1.…”

“…Smartphones have direct-touch user interfaces (TUIs), such as interactive touchscreens, enabling tactile stimulation (De Canio and Fuentes-Blasco, 2021). Further, mobile retailing apps define new forms of interaction between retailers and customers (Omar et al , 2021) and between customers and products, increasing the overall retailer’s market value (Tseng et al , 2021). These aspects and the limited functionalities of websites moved retailers to invest more in mobile retailing apps instead of websites (Natarajan et al , 2018).…”

“…To test the research question and analyse the main extrinsic motivations behind the mobile shopping intentions of regular and occasional shoppers, a multi-group structural equation model (SEM) is developed on 903 online surveys conducted among Chinese consumers. The phenomenon of mobile shopping is widespread particularly in Asian countries (Tseng et al , 2021). The Chinese context has been selected for the empirical analysis for two main reasons.…”