The purpose of this paper is to develop and empirically test a model that examines the relationship between post-adoption self-efficacy, satisfaction, and loyalty in the usage of mobile shopping applications.
A structured questionnaire was used to collect data from respondents who had used mobile shopping applications to make purchases. Data analysis was done using partial least square structural equation modelling.
The results show that self-efficacy and satisfaction have a positive impact on continuance intention; however, the same may not lead to advocacy. The results also show that some antecedents of self-efficacy and satisfaction at the post-adoption stage differ from the pre-adoption intention stage.
The findings of the study provide a better understanding of the factors likely to influence loyalty among customers using mobile shopping applications. The findings also provide valuable insights into the factors that e-retailers need to focus to build self-efficacy among their customers using mobile interface.
The contribution of the paper lies in eliciting the differences between customer choice model at the pre-adoption and post-adoption stage for mobile shopping. Furthermore, the study demonstrated the role of a cognitive factor of self-efficacy in loyalty at the post-adoption stage that is pre-dominantly researched with affective factor of satisfaction.
