Factors affecting the continued intention of mobile shopping

Although the mobile shopping is convenient for our daily life, some people still discontinue their usage of mobile shopping approach even they already have the experience. The purpose of this study is to understand the factors of mobile shopping continuance. With the survey method, 500 college students of mobile phone users were surveyed and 244 effective questionnaires were obtained for survey analysis. This study conducts survey probing the factors affecting the continued intention of mobile shopping via the variables of confirmation, satisfaction, perceived usefulness, and trust. The results show that trust can improve the explanatory power of initial Expectancy Confirmation Model (ECM). This study also contributes to the m-shopping stores for enhancing their customers´ continuance on m-shopping and extends the researches on continuance model of information systems.