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SCOPUS 학술저널

Factors Influencing Actual Usage of Mobile Shopping Applications: Generation Y in Thailand

This study examines the factors that influence the actual usage of mobile shopping applications among Generation Y (Gen Y) users in Thailand, determined by behavioral intention, compatibility, perceived cost, perceived ease-of-use, perceived usefulness, perceived risk, and personal innovativeness. The researcher carried out the analysis based on a quantitative approach and used a non-probability sampling as the convenience sampling tool. A total of 502 Gen Y respondents who experienced using the top-four ranking mobile shopping applications in Thailand were invited to participate in the study. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used to analyze the model fit, reliability, and validity of the variables. The primary result revealed that perceived usefulness has the strongest positive significant effect on behavioral intention, followed by personal innovativeness and compatibility. Conversely, the perceived cost has a significant negative influence on behavioral intention. Besides, perceived ease-of-use has a significant positive effect on perceived usefulness. The direct relationship between perceived usefulness and behavioral intention is, however, insignificant. Similarly, the result showed no effect of perceived risk towards behavioral intention. Finally, the result also revealed that behavioral intention determined the actual usage of mobile shopping applications of Gen Y users in Thailand.

1. Introduction

2. Literature Review and Research Framework

3. Methodology

4. Results and Discussion

5. Conclusion, Recommendation, and Limitation

References

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