Young Adult Malaysian Consumers’ Intention to Shop via Mobile Shopping Apps

DOI 10.14707/ajbr.180041

Ing Phang (Grace)
Universiti Malaysia Sabah, Malaysia

Osman Zaiton
Universiti Malaysia Sabah, Malaysia

Chun How Cheuk
Universiti Malaysia Sabah, Malaysia

Abstract

This study aims to understand the intention among young adult Malaysian consumers to shop via mobile shopping apps. Utilizing the Unified Theory of Acceptance and Use ofTechnology 2 (UTAUT2), factors including Performance Expectancy, Effort Expectancy, Facilitating Conditions, Social Influence, Habit, Hedonic Motivation, and Personal Innovativeness are used to understand shopping intention via mobile shopping apps. A total of 180 usable questionnaires were collected and analyzed. Young adult consumers were found to have different sets of considering factors which influence their intention to shop via mobile shopping apps. The results indicate the user context variables proposed by UTAUT2, namely hedonic motivation and habits play the most significant roles on the young adult consumers, followed by social influence. However, this study revealed no significant relationships between performance expectancy, effort expectancy, facilitating conditions and personal innovativeness with intention to shop. Implications, limitations, future recommendations, and conclusion of this study are further discussed in this paper.

Keywords: Mobile Shopping Apps, Intention to Shop, Young Adult Consumers

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