European Journal of Molecular & Clinical Medicine

Abstract

This study investigated the consumer’s attitude factors that influence continuous usage of mobile shopping applications in Malaysia. The study used self-administrated questionnaire to collect data from 384 respondents using online form who had previous experience on using mobile shopping applications to purchase products. The findings show that privacy, security, perceived usefulness, perceived ease of use and electronic words of mouth are positively related with the consumer’s attitudes to continuously use the mobile shopping application. This study enhances the researcher’s understanding on how the perceived usefulness, privacy and security, electronic words of mouth and perceived ease of use in influencing the consumer’s attitudes to continuously use the mobile shopping applications. This study extends the application of expectation-confirmation model (ECM) and technology acceptance model (TAM) which can provides the theoretical understanding on the various factors that influencing consumer’s attitudes to continuously use the mobile shopping applications. The managers should focus on those factors in order to encourage more people for using the mobile shopping application to purchase the products.