Factors influencing young consumers buying intention through mobile apps

Cliff Rayner Insok (2016) Factors influencing young consumers buying intention through mobile apps. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This study was about the factors that influence young consumers intention towards buying through mobile apps. Due to the integration of mobile phone in everyday life, mobile phone has become part of the living style. Riding along with the advancement of mobile phone is the development of mobile applications. There are thousands of mobile apps that was developed and the number of mobile apps being downloaded every day are number in thousands. This present an opportunity for mobile apps developers and business practitioners to develop their own mobile apps that can be integrated into their business activity. This will make easier for their customers to make a purchase or using their services this is due to the convenience and flexibility provided by mobile apps that enable consumers to shops in anywhere and anytime they intended to. This study focus on these five independent variable which is perceived security, perceived enjoyment, perceived ease of access, perceived usefulness and perceived ease of use. Questionnaires were distributed in three largest town in Sabah which is Kota Kinabalu, Sandakan and Tawau, this is to get the overall data of young consumers in Sabah. The result of the study will help mobile apps developers and business practitioners to understand the factors that influence the consumers intentions to make a purchase by using mobile apps. This will enable them to develop mobile apps that can satisfied consumers needs and satisfactions. This study will also investigate the effect of gender towards the consumers intention of using mobile apps to make a purchase.

Item Type:	Thesis (Masters)
Keyword:	Mobile apps, Perceived security, Perceived enjoyment, Perceived ease of access, Perceived usefulness, Perceived security, Gender, Intention, Sabah
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	07 Jun 2024 16:00
Last Modified:	07 Jun 2024 16:00
URI:	https://eprints.ums.edu.my/id/eprint/38779

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