SAUDI CONSUMERS CONTINUOUS INTENTION TOWARDS M- SHOPPING: A STRUCTURAL EQUATION MODEL

Abstract

This paper aims to identify the consumers adoption factors of m-shopping based on the use of modified technology acceptance model (TAM) and adding extra factors from the Information System Success Model. The questionnaire survey was used to collect data from 489 consumers in Saudi Arabia. The reliability and validity of the questionnaire were tested then the strength of correlation between the different constructs was examined. Further, structural equation model was applied to determine the most important driving factors for end consumer’s adoption of m- shopping. The results showed that perceived enjoyment was the strongest factor that affects perceived satisfaction. Satisfaction was found as the factor that has the strongest effect on the customers’ intention to continue using mobile shopping. In addition, perceived usefulness, perceived ease of use, perceived risk and mobile trust have significant influence on consumer’ m- shopping continuance intentions. In contrast, the results found that there is no effect of reviews on customers’ intention to use mobile shopping. electronic document is a “live” template and already.

Keywords— m-Shopping, acceptance, continuance intention, Saudi Arabia