2024

Olaleye, Sunday Adewale; Ukpabi, Dandison; Andreini, Daniela; Salo, Jari

This research explicates the significance of mobile retail app continuous use to make the online shopping experience more trustful, comfortable, and enjoyable for consumers. The paper employed a quantitative method and collected empirical data from 289 Finnish mobile retail app users. Also, the study used covariance-based structural equation modelling to test the hypothesised relationships with AMOS 22.0. The paper broadens the theoretical and managerial insights into how trust, performance expectancy, and gratification play an active mediating role between effort expectancy, social influence, and continuous use of mobile retail apps. This paper recommends that retailing managers relate the mediation role of trust, performance expectancy, and gratification as a critical means of causing an effect on the mobile retail app's continuous use when reviewing their technology strategy. This paper will influence society by shortening retailing transaction time and promoting sustainable retailing.