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Understanding consumers' continuance intention towards mobile purchase: A theoretical framework and empirical study - A case of China


Gao, Lingling and Waechter, KA and Bai, X, Understanding consumers' continuance intention towards mobile purchase: A theoretical framework and empirical study - A case of China, Computers in Human Behavior, 53 pp. 249-262. ISSN 0747-5632 (2015) [Refereed Article]

Copyright Statement

Copyright 2015 Elsevier Ltd

DOI: doi:10.1016/j.chb.2015.07.014


Although mobile purchase is convenient in the age of mobile commerce, many consumers still do not utilize mobile purchase to its full potential. From the mobile vendor's perspective, retaining current customers and facilitating their continued purchase are crucial to create profitability and achieve a sustainable development. An understanding of the continuance intention towards mobile purchase can provide insights into mobile vendors' marketing campaigns. Therefore, it is important to examine the determinants that impact continuance intentions of consumers for mobile purchase. Drawing upon information success model, flow theory and trust, this study proposed and empirically tested an integrated model to better understand the determinants of consumers' continued intention to purchase on mobile sites. Empirical data from 462 users who had experience with mobile purchase were tested against the proposed research model by using structural equation modelling (SEM). The results indicated that information quality, and privacy and security concerns are the main factors affecting trust, whereas service quality is the main factor affecting flow. System quality, and privacy and security concerns affect satisfaction. Trust affects flow, which in turn affects satisfaction. These three factors together affect continued intention towards mobile purchase. The findings of this study provide several important implications for mobile commerce research and practice.

Item Details

Item Type:Refereed Article
Keywords:Continuance intention; Flow; Information system success model; Mobile purchase; Trust
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Gao, Lingling (Dr Lingling Gao)
UTAS Author:Waechter, KA (Mr Kerem Waechter)
UTAS Author:Bai, X (Dr Marcus Bai)
ID Code:110012
Year Published:2015
Web of Science® Times Cited:187
Deposited By:TSBE
Deposited On:2016-07-11
Last Modified:2018-01-31

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