M-Commerce Service and Application to Enhance Repurchase Intention

Abstract

: Rapid development of M-Commerce application (M-Commerce apps) and highly competitive market encourage business to create innovative applications. Development of E-Marketplace in Indonesia increase competition among business due to application benefits in enhancing bonding between existing customers and the new one. In order to ensure repurchasing intention from customers, M-Commerce apps should be able to satisfy particular needs and to enhance customers shopping experience. This study aims to evaluate the M-Commerce application to enhance repurchasing intention using the apps. The data will be collected from 100 users and analysed using Partial Least Square – Structural Equation Modeling (SEM-PLS). The result shows that application features drive customer to perceive ease of use, while perceived of ease of use (PEoU) and information security are important factors to motivate users to use the mobile apps for repurchasing products.