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Examining consumer behaviour towards continuance use of mobile shopping apps with the integration of expectation confirmation theory and flow theory

Author

Listed:
  • Samar Rahi
  • Mahmoud Alghizzawi
  • Mehwish Ishtiaq
  • Abdul Hafaz Ngah
  • Ahmed Muneeb Mehta

Abstract

The purpose of this research work is to investigate consumer behaviour towards continuance use of m-shopping applications. The current research comprises sample of 401 users working in education sector. The research model is evaluated by applying structural equation modelling. Findings revealed that expectation confirmation theory, brand-awareness facets and flow theory are positively associated to user satisfaction. Similarly, the user satisfaction is positively associated to the continuance intention to use m-shopping apps. This research has revealed substantial explanatory power of 82.6% towards continue use of m-shopping applications. Furthermore, analysis of the importance performance matrix shows that satisfaction and expectation-confirmation are the most essential elements in determining user intentions to continue using m-shopping apps. This research is unique as it combines factors underpinned flow theory, brand facets and expectation confirmation model to investigate user continuance behaviour to use m-shopping apps.

Suggested Citation

  • Samar Rahi & Mahmoud Alghizzawi & Mehwish Ishtiaq & Abdul Hafaz Ngah & Ahmed Muneeb Mehta, 2025. "Examining consumer behaviour towards continuance use of mobile shopping apps with the integration of expectation confirmation theory and flow theory," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 49(1), pages 1-24.
    • Handle: RePEc:ids:ijbisy:v:49:y:2025:i:1:p:1-24
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