Factors influencing consumer behavior: intention of purchasing via mobile applications in Malaysia

There are many prior studies that focused on the adoption of mobile shopping by apply models like TAM, DOI and UTAUT, but there is still a lack of effort to determine the influential factors from user or consumer perception. The purpose of this paper is to determine the influential factors on intention of purchasing via mobile shopping application in Malaysia. The study identified five independent variables including perceived benefit, performance expectancy, security and privacy, perceived ease of use and customer services with proposed an integrated framework to understand intention mobile users. A total of 195 mobile device users were participating in this questionnaire survey in Malaysia. Collected data was utilized to analyze the hypothesized relationships. The results indicated that only two influential factors, namely perceived benefits and perceived ease of use were significant in predicting the purchase intention via mobile shopping application. The small sizes of respondents from whole population in Malaysia is the limitation of this study. The findings of this study benefit mobile shopping app developers to develop a suitable services and strategies to encourage mobile shopping app as a medium of exchange. Worth noting this study represents the purchase intention in using mobile application by using UTAUT model as a guiding theory