Effect of Mobile Social Apps on Consumer’s Purchase Attitude: Role of Trust and Technological Factors in Developing Nations

摘要

This study investigates the impact of mobile social apps (MSAPs) on consumers’ online purchase attitude (COPA) with the mediating effect of trust (TRF) and technological factors (TF) drawing on IS theory—technology acceptance model—from the context of China. The article is compiled based on 600 responses obtained from online shoppers and analyzed using structural equation modeling. The study confirmed that MSAPs—Wechat, Weibo, and Virtual community apps—are positively correlated with consumers’ online purchase attitude. It revealed that TRF (i.e., perceived trust and risk) and TF (i.e., perceived ease of use and usefulness) positively mediate the nexus between MSAPs and COPA. The study states multidimensional insights for strategic management to explicitly focus on evolving MSAPs together with TF and TRF mechanisms to reinforce COPA in a widespread and dynamic way in today’s digital and competitive era. In addition, several implications for managers are proposed together with suggestions for scholars to conduct longitudinal studies in the global arena.