Unveiling Shopee app continuance use: Insights from Malaysian shoppers
List of Authors
  • Tan Pei Meng , Tang Kin Leong

Keyword
  • Mobile shopping app, ISSM, Continuance intention, Continuous use, satisfaction

Abstract
  • The popularity and acceptance of mobile shopping apps have surged widely due to mobile technology advancement and the COVID-19 outbreak. Retaining customers would be challenging for all mobile shopping app platform operators, particularly in the post-Covid era. However, research on the continuance of mobile shopping apps must be addressed. Hence, the Shopee mobile shopping app was adopted as a case study to examine antecedent factors of continuance intention leading to its continuance use among consumers. This quantitative study was conducted in Klang Valley, Malaysia, and data was collected via a self-administered Google Form. The study included 386 respondents and was analysed using Partial Least Squares Structural Equation Model (PLS-SEM). Customer loyalty, the success quality factors of the information system, incentives, trust, and satisfaction positively affect Shopee's mobile shopping app's continuance intention. Furthermore, it is found that continuance intention does indeed have a crucial effect on continuance use. However, the study reported that perceived enjoyment did not influence continuance intention. The objective of this research is achieved as it manages to generate valuable knowledge on continuance intention and use. This paves the way for more effective development of sustainable user retention strategies.

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