International Journal of Electronic Business Management, Vol. 10, No. 1, pp. 29-37 (2012) 29 AN EXAMINATION OF THE DETERMINANTS OF MOBILE SHOPPING CONTINUANCE Ming-Chien Hung1, Shih-Ting Yang1*and Ting-Chu Hsieh21Department of Information Management, Nanhua University Chiayi (622), Taiwan (ROC) 2Department of Electronic Commerce, WuFeng University Chiayi (621), Taiwan (ROC) ABSTRACT While mobile shopping (m-shopping) is convenient in the age of mobile commerce, many people still discontinue their shopping using mobile devices even though they have the experience. Therefore, it is important for the m-shopping providers to understand the determinants of m-shopping continuance. This study extended Expectation-Confirmation Model (ECM) to examine the determinants of m-shopping continuance by incorporating trust. There were 244 effective questionnaires obtained for survey analysis. The results showed that trust can overcome the limitations of ECM on predicating m-shopping continuance and improve the explanatory power of initial ECM. Keywords: Continuance, Expectation-Conformation Model, Mobile Commerce, Mobile Shopping, Trust 1. INTRODUCTION *Mobile shopping (M-shopping) has become a popular approach for modern consumers to order or pay for goods using mobile devices. Also the continuously increasing number of hand-held devices makes the m-shopping a new business opportunity. M-shopping providers can offer a large number of advanced services to mobile users via those hand-held devices. However, many people who have m-shopping experience are unwilling to continuously use mobile devices to do the shopping and that makes the growth of m-shopping relatively slow . Thus it is important for the m-shopping providers to understand the determinants of consumers’ continuance of m-shopping. Expectancy Confirmation Model (ECM) is the first model used to explain the continuance behavior [4, 5] in electronic commerce. While ECM is based on the extrinsic motivations (i.e., satisfaction and usefulness), it ignores intrinsic motivation in explaining users’ continuance behavior . Recently, the predicting ability of user satisfaction which reveals the strained linkage with the consumer behavior has been questioned [8, 26]. While ECM can explain “why some users discontinue the use of IS after they have pre-accepted it ,” it is still insufficient in explaining why users discontinue their *Corresponding author: [email protected] use even though they are satisfied with their post-use experience . Malhotra et al.  suggest that people simultaneously have both intrinsic and extrinsic motivation that associates with their behavioral outcome. In the m-shopping context, consumers’ perception of satisfaction and usefulness of m-shopping also can make them continue using mobile devices to do the shopping. But they often discontinue m-shopping for the doubt about privacy and security. In other words, they don’t put their trust on m-shopping approach.
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