초록 열기/닫기 버튼
Purpose: The use of online shopping surges due to the long duration of social distancing caused by COVID-19, leading to rapid growth in various types of online shopping markets, including mobile-based apps. Indonesia is the largest e-commerce market in the South East Asian (SEA) region, supported by the rapid increase in mobile-based app use. By applying Technology Acceptance Model (TAM), this study aims to examine the effect of utilitarian and hedonic factors of shopping app characteristics on attitude towards app, app satisfaction, and app loyalty. Furthermore, this study intends to investigate the mediating effect of attitude towards app on the relationship between app characteristics and app satisfaction. Research design, data, and methodology: 324 questionnaires were empirically analyzed using the SPSS 21 and AMOS 20 statistical packages. Convergent validity was checked by confirmatory factor analysis, discriminant validity was confirmed by correlation analysis, and reliability was verified by internal consistency analysis. Furthermore, research hypotheses were tested by analyzing the Structural Equation Model (SEM), and the mediating effect was confirmed by applying bootstrap. Results: Perceived usefulness, perceived enjoyment, and perceived aesthetics affected attitude towards app, whereas perceived ease of use, perceived usefulness, and perceived enjoyment affected app satisfaction. Attitude towards app significantly influenced app satisfaction, and i t has a mediating effect on the relationship between app characteristics and app satisfaction. In addition, app satisfaction had an effect on the attitudinal and behavioral loyalty to the app. Implications: The results of this study confirmed that shopping app characteristics influence app loyalty, and to maintain a long-term relationship with customers, the importance of app satisfaction and attitude has been verified. Online shopping mall managers in Indonesia should pay attention to app characteristics so that customers are able to use the app well and maintain long-term relationships with customers.
