From Friends to Feedback: Effect of Social Influence on Mobile Shopping in the Post-COVID Era

Xiaoping Tang, Muhammad Shehzad Hanif (), Nabeel Haider, Amina Rizwan and Aitzaz Khurshid
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Xiaoping Tang: School of Economics, Guizhou University, Guiyang 550025, China
Muhammad Shehzad Hanif: UCP Business School, University of Central Punjab, Lahore 54782, Pakistan
Nabeel Haider: UCP Business School, University of Central Punjab, Lahore 54782, Pakistan
Amina Rizwan: UCP Business School, University of Central Punjab, Lahore 54782, Pakistan
Aitzaz Khurshid: UCP Business School, University of Central Punjab, Lahore 54782, Pakistan

Sustainability, 2024, vol. 16, issue 12, 1-21

Abstract: Although mobile shopping is a new norm after the pandemic, its proliferation is still not very mature in developing nations. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) model, this research employs the SEM technique to examine the effect of mobile shopping frequency and repurchase intent among 198 young mobile shopping consumers in Pakistan. Our findings suggest that purchase frequency is a key variable in consumer behavior and plays a significant role in building mobile shopping repurchase intentions. Findings further suggest that effort expectancy, unlike the performance expectancy, also strongly affects the relationship between purchase frequency and repurchase intention as an intervening mechanism, while a strong interaction effect from the social influence is also noted. This research offers insightful implications for researchers and marketers in the realm of e-commerce and mobile shopping domains.

Keywords: mobile shopping; repurchase intention; performance expectancy; effort expectancy; social influence; Pakistan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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