The Predictors and Consequences of Consumers’ Attitude Towards Mobile Shopping Application

Today, mobile phones are no longer devices for one-to-one communication through voice and text messaging services. This phenomenon has increase the awareness to the new dynamic market environment which caused many business entities or companies constantly looking for ways and means of expanding and retaining their market share. Many marketing experts consider that the mobile device is an extremely promising marketing tool to overcome the major challenges of getting time and the attention of consumers. Those aggressive and extrovert companies have gone beyond adding mobile-sites, they create and introduce their own apps to remain competitive in the global market. In its introduction stage, the consumers’ response is very positive whereby many people have subscribed the mobile shopping application and the number of consumers that visit the website via mobile application was also very high. But unfortunately, actual purchase and transaction rarely takes place via mobile application in which the number of actual purchase and transaction was very low as compared to sales recorded via the company's official website. Therefore, this research attempts to determine consumers’ attitude which include feelings and beliefs towards mobile shopping that have substantial impact on consumers’ attitude and also examined the consequences of consumer's intentional behaviour such as using the mobile shopping application to seek information, share information or actually make purchase transaction. Data were collected through online survey and a total of 218 usable respondents were analysed using Partial Least Squares (PLS). The findings revealed that mobile application features is the most influential predictor to consumers’ attitude meanwhile security and confidentiality is the least influential predictor. It was also found that the main consumers’ intentional behavior is to share the information.