The effect of mobile shopping application usability, perceived mobile retail services innovativeness and mobile retailer trust on mobile app engagement
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Abstract (EN)
The aim of this study is to determine whether mobile shopping app usability, perceived mobile retailing service innovativeness and mobile retailer trust affect mobile app engagement. A survey has been conducted with 434 mobile shopping app users. Data has been analyzed with Partial Least Square Structural Equation Modelling (PLS-SEM), all hypothesis have been supported. Findings show that mobile shopping app usability, perceived mobile retailing service innovativeness and trust in mobile retailer affect mobile app engagement. This study has contributed to literature about examining the effect of service innovativeness of mobile retailer in mobile environment and mobile shopping app usability on mobile app engagement.
Author
Birgül Oruç
Institution
How to Cite
Birgül Oruç (Master Thesis). The effect of mobile shopping application usability, perceived mobile retail services innovativeness and mobile retailer trust on mobile app engagement, 2020, Afyon Kocatepe University.
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