Factors Influencing Purchase Intention in Mobile Shopping Applications with Satisfaction as Moderating Variable

Yuni Tisna Kumala Sari, Hepy Hefri Aryanto, Pulung Peranginangin


Mobile shopping applications have become popular in the Indonesian e-commerce industry, as mobile shopping provides a distinct shopping experience compared to browser-based shopping. This study seeks to investigate the attitudes of mobile shopping application users as they relate to purchase intention, with satisfaction acting as a moderating variable. Investigating these factors, it gives insights into the aspects that influence user satisfaction and purchase intention which can help business design sales and marketing strategies. This study also aims to fill gaps in the existing literature by categorizing perceived benefits into social value and hedonic value in order to determine their impact on satisfaction when users are using the mobile shopping application. Using online surveys, 307 Indonesian respondents are collected in total. This study's empirical findings indicate that perceived usefulness, perceived enjoyment, perceived risk, social value, and hedonic value are significant predictors of customer satisfaction (STT). Surprisingly, Satisfaction (STT) is found to be insignificantly influenced by Perceived of Use (PEU). Satisfaction (STT) was then found to have a significant effect on users’ purchase intention.


Mobile shopping application; Purchase Intention; Satisfaction

Full Text:



Agrebi, S., & Jallais, J. (2015). Explain the Intention to Use Smartphones for Mobile Shopping. Journal of Retailing and Consumer Services 22, 16-23.

Ariffin, S. K., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 309-327.

Balaji, K., SJCE, K., & Rajiv, R. (2013). Factors Affecting Purchase Intention on Mobile Shopping Websites in India. International Conference on Management and Information Systems , 22-24.

Chen, C.-C., Hsiao, K.-L., & Wu, S.-J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness. Emerald Insight, https://doi.org/10.1108/LHT-01-2018-0007.

Faqih, K. M., & Jaradat, M.-I. R. (2015). Assesing the Moderation Effect of Gender Differences and Individualism-Collectism at Individual-Level on The Adoption of Mobile Commerce Technology: TAM3 Perspective. Journal of Retailing and Consumer Services 22, 37-52.

Fong, K. K.-K., & Wong, S. K. (2015). Factors Influencing the Behavior Intention of Mobile Commerce Service Users: An Exploratory Study in Hong Kong. International Journal of Business and Management; Vol. 10, No. 7, doi:10.5539/ijbm.v10n7p39 .

Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Emerald Insight Internet Research, Vol. 27 No. 4, 772-785.

Halim, & Khatimah. (2016). The effect of attitude and its decomposed, perceived behavioral control and its decomposed and awareness on intention to use e‐money mobile in Indonesia. Journal of Scientific Research and Development 3, 39-50.

Hsu, C.-L., & Lin, J. C.-C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app. Technological Forecasting & Social Change Volume 108, 42-53.

Hu, T., Kettinger, W. J., & Poston, R. S. (2014). The effect of online social value on satisfaction and continued use of social media. European Journal of Information Systems, 1-20.

Kindangen, D. A., Karamoy, H., & Saerang, R. T. (2021). Perceived Risk, Trust And Purchase Intention In Online Marketplace: Perspecvice Of Consumers In Manado, Indonesia. Jurnal EMBA Vol.9 No.3, 715 -725.

Lim, K.-B., Yeo, S.-F., & Jin-Chee, W. (2020). Factors Affecting Purchasing Intention by Using Mobile Shopping Applications in Malaysia. International Journal of Business and Society, Vo. 21 No. 3, 1058-1067.

Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance 35, 401-410.

Marriott, H. R., & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services 42, 133-146.

Nasution, M. D., Rossanty, Y., Ariffin, K. H., & Zaini, N. I. (2019). An empirical examination of the factors influencing consumer’s purchase intention toward online shopping. Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 4, 14-29.

Othman, A. K., Hassan, L. F., Hamzah, M. I., Razali, A. R., Saim, M. A., Ramli, M. S., . . . Azhar, M. A. (2019). The Influence of Social Commerce Factors on Customer Intention to Purchase. Asian Themes in Social Sciences Research Vol. 3, No. 1, 1-10.

Patel, V., Das, K., Chatterjee, R., & Shukla, Y. (2020). Does the interface quality of mobile shopping apps affect purchase intention? An empirical study. Elsevier Australasian Marketing Journal, http://www.elsevier.com/locate/ausmj.

Tian, H. (2021). Research on College Student's Purchase Intention Based on M-Shopping Platforms. UMT Poly Journal ISSN:2673-0618.

Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the Go: How Mobile Shopping Affects Customer Purchase Behavior. Journal of Retailing Volume 91, Issue 2, 217-234.

Yuan, S., Liu, Y., & Yao, R. (2014). An investigation of users'continuance intention towards mobile banking in China. SAGE journals Information Development Volume 32, Issue 1, http://idv.sagepub.com/content/early/2014/04/09/0266666914522140.

Zhang, H., Lu, Y., Gupta, S., & Gao, P. (2015). Understanding Group-Buying Websites Continuance: An Extension of Expectation Confirmation Model. Internet Research, 25, 767-793.

DOI: https://doi.org/10.35591/wahana.v26i2.830

Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi
ISSN : 2685-1415 (Online) | 1410-8224 (Print)
Published by Pusat Penelitian dan Pengabdian Masyarakat Politeknik YKPN Yogyakarta.
Jl. Gagak Rimang No. 2-4 Balapan, Yogyakarta 55222
Phone (0274) 560159, 562317, 513413, 563516 Fax. (0274) 561591 

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.