Actual use and continuous use of retail mobile app: A model comparison perspective

Abstract

A mobile retail app is a growing innovation in a retailing setting and there is an argument on the prominent status of a mobile application in contrast with a mobile website and web applications. The study used quantitative data to run multiple regression analysis with keen attention to linear regression assumption and compare four models for mobile retail app use and continuous use based on mobile retail app technology, trust, and gratification. Theoretically, the study integrates the unified theory of acceptance and use of technology (UTAUT), trust and gratification and expand the technology acceptance model with the trust and gratification elements. To have a better understanding of the hypothesized theory and clearer perception of the model that have explanatory power, the study employs SPSS linear regression and general linear regression to look at the relationship of mobile app technology, trust and gratification predictors and the outcome variable. The study emphasized the importance of trust, privacy assurance, learning and relaxation features in a mobile retail app as an antecedent of its use and continuous use. This is a novel contribution to the literature on technology acceptance and retailing. This study also shed more light on the importance of age as a moderator of gender and marital status regarding mobile retail app use and continuous use. Further, it also explicates the managerial implication of mobile app and makes a necessary future recommendation.