Consumers’ Continuance Intention Toward Online Shopping Apps: An Integrated Model

Understanding the continuance intention to use online shopping apps is crucial, as it impacts both the continuance adoption and ongoing motivation for shopping. This study, based on the Theory of Planned Behavior and the Technology Acceptance Model, employed SEM to analyze responses from 343 participants. It aimed to construct and compare a model of users' continuance intentions toward online shopping apps. The findings reveal that continuance intentions are positively driven by the marketing mix, usage motivation, perceived behavioral control, and attitude, and negatively by perceived risk. Interestingly, perceived behavioral control does not significantly affect continuance intentions. Attitudes are boosted by usage motivation, perceived usefulness, and ease of use, whereas perceived behavioral control is shaped by motivation and negatively by risk. Both ease of use and usefulness benefit from marketing and motivation but are hindered by risk. Marketing mix positively impacts motivation, underscoring the interplay of factors in adopting the apps.