Su-Mei Chiu, Tsuang Kuo, Wei-Hsuan Yang, Iuan-Yaun Lu
Advancement of wireless communications has increased the number of people using mobile devices and has accelerated the growth of mobile shopping. This paper synthesizes  proposed constructs: social-facilitation, application usability, customer satisfaction and continuance intention; and value, intrinsic enjoyment, and mobility from  to hypothesize a theoretical model to explain and predict the users’ satisfaction using mobile shopping and then have intentions to continuance. This study aims to provide a conceptual framework to examine consumers’ mobile shopping continuance usage intention. The hypothesized model is validated empirically using the data was collected from 206 consumers who had prior experience using m-commerce. The results demonstrate that satisfaction has significant effect on users’ continuance intention, followed by application usability, value, intrinsic enjoyment, and mobility as significant predictors. Based on the findings, this mobile channel study provides theoretical and practical implications for researchers and marketers, respectively.
Mobile Shopping, Customer Experience social-facilitation, application usability, customer satisfaction
Cite this paper
Su-Mei Chiu, Tsuang Kuo, Wei-Hsuan Yang, Iuan-Yaun Lu. (2019) Understanding Customer Experiences and Continuance Intention in Mobile Shopping. International Journal of Economics and Management Systems, 4, 128-137