Examining consumer attitudes towards retailers’ m-commerce mobile applications – An initial adoption vs. continuous use perspective

This paper provides an empirical perspective into the antecedents and outcomes of consumer attitudes towards retailers’ mobile commerce (m-commerce) applications (apps). A longitudinal perspective was obtained from 474 consumers over a period of 12 months. The research examines the variables influencing consumer attitudes and behaviours during the initial adoption phase (1 month) of a retailer’s m-commerce app compared to the usage phase (12 months) of the app. Previous research primarily outlines some of the determinants of mobile app adoption; moving beyond this, through a direct comparison with the same set of consumers at each phase of the research the results illustrate significant differences between the variables influencing consumer attitudes towards the m-commerce app at the initial adoption phase compared to the usage phase. Additionally, the results assert that, over time (following the usage phase), positive attitudes towards the app results in increased purchase frequency through the app, positive attitudes and loyalty towards the brand. The results further reveal the influence of smartphone screen size on consumer attitudes and behaviours.