Investigation of X and Y generation individuals' continuance intention towards mobile shopping applications and sites in the context of private shopping clubs

The main purpose of this study is to reveal the factors affecting the intentions of individuals belonging to X and Y generations, which make up the bulk of Turkey's population, to continue using mobile shopping applications or mobile sites. In this respect, mobile applications and mobile sites of private shopping clubs which have an important share in the e-commerce market in Turkey are discussed. In order to collect data in the study, a questionnaire consisting of repeatedly proven reliability and validity was applied to the teachers working in public schools in Istanbul, Ankara and Samsun. The data obtained as a result of the questionnaire were analysed by Structural Equation Modelling method using SPSS and AMOS programs on the model developed by synthesizing the Expectation Confirmation Model of Information Systems (IS-ECM) and Flow Theory. The results of the analysis show that continuous use intention in the mobile applications and sites of private shopping clubs is directly influenced by perceived usefulness, satisfaction and enjoyment. On the other hand, focus that is the dimension of the flow experience has no significant effect on user satisfaction or intention to continue use. Another surprising finding is that contrary to common belief, the effect of trust on the continuous use intention is not significant. This finding indicates that it is necessary to approach with a different point of view as a form of trust in the post-acceptance stage. The results of the research provide important contributions to the literature because it confirms the relevance of the original IS-ECM in mobile context and extends the IS-ECM to other dimensions, from a wider perspective. Moreover, in this study it is also shown which features of mobile shopping applications and sites are important for X and Y generations in Turkey to continue use. Therefore, it is thought that the study can provide valuable contributions to the researchers, entrepreneurs, project managers and developers who work in the mobile commerce fields.