The IUP Journal of Marketing Management
Mobile Shopping Application Usability: An Empirical Study on Factors Affecting Continued Intention to Use and Mobile Application Loyalty

Article Details
Pub. Date :Nov, 2019
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM21911
Author Name : Arshan Bhullar and Pushpinder Singh Gill
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 18



With the tremendous developments in mobile technologies and advancements in wireless Internet, Mobile commerce has seen significant growth in India. Over the past few years, the number of mobile applications has increased remarkably. And in the current competitive market of mobile commerce, the software developers are required to develop superior quality applications to gain competitive advantage. The usability of a mobile application is a vital factor which impacts the users to choose one application over other. In the past, very limited studies on mobile application usability were conducted in India. So this study is an effort to analyze the impact of mobile usability application on the continued intention to use the mobile shopping applications on the smartphones, which ultimately results in mobile application loyalty of the users. A standardized scale on Mobile Application Usability (MAU) given by Hoehle et al. (2016) was adopted to develop the survey instrument and the data was collected from 300 mobile shopping application users of Tricity, i.e., Chandigarh, Mohali and Panchkula. The results confirmed that factors like aesthetic graphics, hierarchy, and subtle animation, transition were significant factors affecting mobile application usability.


We are all living in an era where we are constantly connected to technology in one way or another. The advancement in technology has led to the creation of some remarkable valuable resources, which help every individual in the betterment of his/her daily life. These technologies not just help in making life easy, but it also makes us use the resources more efficiently. Right from waking up with the help of alarm clock, cooking food or staying connected with a person living on the other side of the world, technology has changed how an individual survives in this world.


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