The role of user adaptation and trust in understanding continuance intention towards mobile shopping: An extended expectation-confirmation model

With the rapid growth and intense competition of the mobile commerce market, mobile vendors consider retaining current users and facilitating them to continue shopping as vital to sustain profitability and development. This study investigates the influence of trust and perceived usefulness on continuance intention to use mobile shopping, mediated by user adaptation. This study was based on an extended expectation-confirmation model (ECM) by incorporating trust and user adaptation. A questionnaire-based survey was designed to gather data from 445 mobile shoppers in Vietnam using face-to-face interview. Structural equation modelling analysis was applied to validate the hypothesised model. Our results revealed that all relationships, except for the direct relationship between trust and continuance intention significantly affect continuance intention. In addition, user adaptation is verified to mediate fully the relationship between trust and continuance intention. Our work is the first study to extend ECM by integrating trust and user adaptation in an integral way to advance our understanding of how mobile shoppers continue to use mobile shopping services. Finally, our study offers insightful theoretical and practical implications for academicians and firm managers to retain users effectively by promoting the factors that motivate the continuance intention.