It is a newtrends that consumers are shopping on the Internet now. The advantage of the Internet and the rise popularity of mobile devices make consumers can shop anytime and anywhere. The phenomenal growth have attracted businesses to built online shopping platforms to share the market. After a review of literature on online shopping, it was found that most studies have revolved around the behavior and intention to online shopping. There are still few studies on mobile devices and online shopping simultaneously from the perspective of expectation-confirmation theory. The research thus applied questionnaire survey method to explore the relationship among perceived service quality, confirmation, satisfaction, perceived useability, perceived risk and intention to continue using mobile shopping. In the data collecting, this research applied the purposive sampling to collect the data from respondents who have experiences in buying products and services through the MoMo mobile shopping. The questionnaires were distributed via Internet and a total of 173 valid questionnaires have been collected. The results showed that perceived service quality on satisfaction and confirmation, confirmation on satisfaction and perceived useability, perceived usability on satisfaction and intention to continue using mobile shopping, as well as satisfaction on intention to continue using mobile shopping that all have significantly positive influences. Confirmation on perceived risk and perceived risk on confirmation both have significantly negative influences. Finally, this search offers concrete suggestions to enhance customer satisfaction and their intention to us mobile shopping.
Keywords: Mobile Shopping, Expectation-Confirmation Theory, Service Quality, Perceived Risk, Perceived Usability, Continuance Intention to Use