Document Type : Original Article
Authors
1 Assistant Professor, Department of Management, Malayer University, Malayer, Iran
2 MA Student, Department of Management, Malayer University, Malayer, Iran
Abstract
Purpose: The growth of Smartphone applications has helped businesses to transform their ways of doing business. At present, shopping applications have provided an appropriate opportunity for marketers. The present work aimed to assess factors influencing the intention to use shopping applications.
Method: A structural model was formulated for analyzing and testing the existing factors among shopping application users. The statistical population of the research included the users of shopping applications in a public university in Iran. This study used a questionnaire survey. The questionnaire includes two sections. The first section of the questionnaire included general demographic details of target respondents whereas the second section consists of 30 items to measure the constructs of our conceptual model. All items of constructs were adopted from previous literature. A total of 288 questionnaires provided usable data.
Findings: The results revealed that factors such as Convenience, Perceived Ease of Use, Trust, Perceived usefulness affect the intention to use shopping application while the factors of Perceived innovativeness, Perceived risk, Perceived enjoyment and Social influence are not influential.
Conclusion: This research was conducted according to a comprehensive review of the research literature and identification of influential constructs with the approach of creating an integrated model of factors affecting the intention to use shopping applications. Based on the results of the research, focusing on the ease of use and creating the experience of perceived usefulness along with the use of tools that lead to the improvement of trust is critical for practitioners.
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