International Journal of Human–Computer Interaction

ISSN: 1044-7318 (Print) 1532-7590 (Online) Journal homepage: http://www.tandfonline.com/loi/hihc20

Influence of Expectation Confirmation, Network

Externalities, and Flow on Use of Mobile Shopping
Apps

Subhro Sarkar & Arpita Khare

To cite this article: Subhro Sarkar & Arpita Khare (2018): Influence of Expectation Confirmation,
Network Externalities, and Flow on Use of Mobile Shopping Apps, International Journal of
Human–Computer Interaction, DOI: 10.1080/10447318.2018.1540383

To link to this article: https://doi.org/10.1080/10447318.2018.1540383

Published online: 05 Nov 2018.

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INTERNATIONAL JOURNAL OF HUMAN–COMPUTER INTERACTION
https://doi.org/10.1080/10447318.2018.1540383

Influence of Expectation Confirmation, Network Externalities, and Flow on Use of

Mobile Shopping Apps
Subhro Sarkar and Arpita Khare
Marketing Area, Indian Institute of Management Rohtak, Rohtak, Haryana, India

ABSTRACT
The purpose of the current research is to examine the influence of expectation confirmation, network
externalities, and flow on word-of-mouth intention and continued use of mobile shopping apps. A
structured online survey questionnaire is used to collect data from 363 users of mobile shopping apps.
Structural equation modeling is used to analyze the research model. The findings reveal that indirect
network externalities, i.e., perceived complementarity, influence perceived usefulness of the mobile
shopping app. Users’ confirmation of expectations significantly influences perceived usefulness, satisfac-
tion, and continuance intention to use mobile apps. Satisfaction is found to be a significant predictor of
continuance intention and word-of-mouth intention. Flow influences satisfaction of users, perceived
usefulness, and continuance intention. Word-of-mouth intention is found to be an important post-
adoption behavioral outcome. The results provide valuable theoretical insights for academics and
managerial implications for providers of mobile shopping apps.

1. Introduction continued use for both marketing scholars and managers of

online shopping companies. The purpose of the current
The availability of both offline and online retail channels has
research is to examine the determinants of word-of-mouth
increased the number of retail choices to the consumers. The
intention and continuance intention in the context of mobile
online marketplace is crowded with competitors and highly
shopping apps by extending the expectation-confirmation
fragmented (Bhattacherjee, 2001a). A recent report by
model (ECM). Earlier research on IS continuance posits that
ASSOCHAM (2016) highlights that 60–65% of online sales
to enhance the predictive power of ECM in explaining con-
are made through mobile platforms. This can be attributed to
sumers’ post-adoption behavior, it must include theoretical
the growth of low-cost smartphones, increased internet pene-
perspectives (Hsu & Lin, 2015; Zhang, Lu, Gupta, & Gao,
tration, competitively priced mobile data packages, and accep-
2015). The study integrates the ECM framework with three
tance of mobile payments among users (Nielsen, 2015).
important theories.
However, consumer retention is one of the major challenges
First, the effect of user networks is studied using network
faced by shopping app providers (Nielsen, 2015).
externalities (Lin & Bhattacherjee, 2008). Though user net-
Continued use is a critical indicator in the long-run success
works play a significant role in IS adoption and usage deci-
of an information system (IS) rather than its initial adoption
sions, the extant IS usage literature has paid little attention to
(Halilovic & Cicic, 2013b; Ogbanufe & Gerhart, 2018).
the role of network externalities (Bhattacherjee & Lin, 2015).
According to Bhattacherjee & Lin (2015), ‘IS continuance’
This seems reasonable as prior research views IS primarily in
refers to an intentional and purposeful behavior, leading to
terms of delivering utilitarian and hedonic values and has
the prolonged use of an IS by the users over time. The
focused on enhancing performance and enjoyment (Lin &
eventual success of mobile commerce is dependent on
Bhattacherjee, 2008).
increasing the users’ satisfaction and continued use (Lu,
Second, the study elucidates the effects of flow on contin-
2014). Post-adoption behavior such as satisfaction and con-
ued use of mobile shopping apps. Recent studies have high-
tinuance intention translate into loyalty, which is essential for
lighted the significant influence of hedonic factors on
sustaining in a highly competitive market (Wu & Huang,
continued use of IS (Kim, 2018; Kim, Kang, & Jo, 2014). It
2015). Satisfied and loyal consumers are economical, provide
will have several practical implications concerning the design
opportunities for cross-selling, and act as effective advertising
of apps.
channel via word of mouth (Bhattacherjee, 2001a). Thus,
Third, it adopts word-of-mouth intention as a significant
understanding consumers’ IS usage decisions has been a sub-
post-adoption behavioral outcome. Post-adoption research
ject of interest for both researchers and practitioners.
has extensively focused on continuance intention as a beha-
Due to the growing popularity of mobile shopping apps, it
vioral outcome. Other outcomes such as inattentiveness to
would be interesting to understand the factors affecting its
alternatives, willingness to pay, and word of mouth have

CONTACT Arpita Khare khare.arpita@gmail.com Indian Institute of Management Rohtak, Haryana, India.
© 2018 Taylor & Francis Group, LLC
2 S. SARKAR AND A. KHARE
received little attention and need systematic investigation
(Kim & Son, 2009; Zhou, 2011). Word of mouth is more
reliable as is based on users’ actual experience of the IS.
Therefore, understanding the antecedents of word-of-mouth
intention would provide interesting implications.
1.1 Research objectives
The objectives are as follows: (1) to examine the influence of
network externalities such as referent network size and per-
ceived complementarity on perceived usefulness of mobile
shopping apps; (2) to examine the effect of flow on satisfac-
tion, perceived usefulness, and continuance intention of
mobile shopping apps; and (3) to assess the role of word-of-
mouth intention as a post-adoption behavioral outcome.
The rest of the article is organized as follows. Section 2
provides the theoretical background of the study followed by
hypotheses development and description of the research
model in Section 3. Section 4 describes the research method,
while Section 5 discusses the data analysis and findings. This
is followed by discussion, and theoretical and managerial
implications. Finally, the last section includes the limitations
and future research directions.
2. Literature review
2.1 Post-adoption research on IS
Research on consumers’ post-adoption behavior of IS has
augmented ECM with factors such as habit, playfulness, ease
of use, enjoyment, subjective norm, perceived control, per-
ceived quality, usability, perceived security, and trust (Baker-
Eveleth & Stone, 2015; Bhattacherjee & Lin, 2015; Hong et al.,
2006; Limayem et al., 2007; Lin, Wu, & Tsai, 2005; Susanto,
Chang, & Ha, 2016; Thong et al., 2006). This has enhanced
the theoretical understanding of consumers’ post-adoption IS
behavior.
In the context of mobile commerce, researchers have
shown interest toward understanding continuance behavior.
Mobile commerce research has focused on consumers’ post-
adoption behavior and examined the influence of factors such
as usage cost, social influence, perceived service quality, trust,
personal innovativeness, and switching barrier (Liu, Guo, &
Lee, 2011; Zhou, 2011; Zhou & Lu, 2011; Lu, 2014; Hsu & Lin,
2015; Akter et al., 2013). Despite these researches on mobile
commerce, there remains a paucity of post-adoption studies
on mobile commerce as compared to pre-adoption and adop-
tion studies (Bhattacherjee & Lin, 2015; Fleischmann,
Amirpur, Grupp, Benlian, & Hess, 2016).
Despite several theories explaining the initial acceptance of
IS such as Technology Acceptance Model (Davis, 1985),
Innovation Diffusion Theory (Rogers, 1995), and Unified
Theory of Acceptance and Use of Technology (Venkatesh,
Morris, Davis, & Davis, 2003), few theories exist for IS con-
tinuance (Bhattacherjee & Lin, 2015). ECM has been widely
applied to study consumers’ post-adoption behavior of IS
such as social networking sites, blogs, online games, e-learn-
ing, e-commerce, and online shopping (Bhattacherjee, 2001a,
2001b; Bhattacherjee & Lin, 2015).
2.2 ECM
Drawing from Expectation-Confirmation Theory (ECT),
Bhattacherjee (2001b) proposed the ECM of IS continuance.
The original ECT framework has been widely used in post-
adoption usage behavior studies to understand consumer
satisfaction and its effect on repurchase intention (Oliver,
1980). Bhattacherjee’s (2001b) ECM model predicts IS con-
tinuance intention using satisfaction, confirmation of expecta-
tions, and perceived usefulness of IS (post-adoption usage
expectations). While ECT framework considers both pre-
usage and post-usage expectations, ECM accounts only for
post-usage expectations. Bhattacherjee (2001b) argued that
users’ initial or pre-usage expectations are not appropriate
for predicting continuance as they continually adjust their
expectations post-IS usage. The “effects of pre-acceptance
variables are already captured within the constructs of con-
firmation and satisfaction” (Bhattacherjee, 2001b, p. 355).
Thus, ECM accounts for post-adoption expectations using
the construct of (ex-post) perceived usefulness of IS.
Perceived ease of use is the second most widely used variable
in the IS adoption studies. However, ECM does not consider
perceived ease of use as it has a relatively prominent effect in
pre-adoption stages but becomes nonsignificant in later stages
(Davis, Bagozzi, & Warshaw, 1989). Figure 1 shows the ECM
model of IS continuance.
ECM model has been used in post-adoption IS studies in
the context of electronic textbooks, accounting software,
mobile advertising, blogging, social networking sites, online
shopping, paid mobile apps, and mobile services (Baker-
Eveleth & Stone, 2015; Fleischmann et al., 2016; Halilovic &
Cicic, 2013a; Hsiao & Chang, 2013; Kim et al., 2014; Michalco
et al., 2015; Shiau & Luo, 2013; Wu & Huang, 2015). The
current study proposes a modified ECM which incorporates
theory of network externalities and flow to understand con-
tinuance intention of mobile shopping apps. The components
of the ECM model are discussed in the subsequent subsec-
tions followed by the theory of network externalities and flow
for model augmentation.
2.2.1 Satisfaction
Satisfaction is defined as the users’ affect with prior IS use and
captures the affective component of IS continuance
(Bhattacherjee, 2001b). ECM argues that consumers’ intention
to use an IS primarily is determined by users’ satisfaction with
the previous use of the product or service (Baker-Eveleth &
Confirmation
Satisfaction Continuance
intention
Perceived
usefulness
Figure 1. Post-acceptance or expectation-confirmation model of IS continuance
(Bhattacherjee, 2001b).

Stone, 2015; Bhattacherjee, 2001b; Fleischmann et al., 2016;
Halilovic & Cicic, 2013a). Zhou (2011) found satisfaction with
past usage of mobile services as a predictor of continuance
intention. Consumers’ intention to recommend the service to
others is referred to as word of mouth (Reichheld, 2003). Kim
and Son (2009) pointed out that satisfaction affects online
users’ continuance intention and word-of-mouth intention.
Similarly, it is expected that users satisfied with mobile shop-
ping apps would continue its usage and say positive things
about it. Accordingly, it is hypothesized that
H1. Satisfaction will have a positive impact on continuance
intention of mobile shopping apps.
H2. Satisfaction will have a positive impact on word-of-mouth
intention.
2.2.2 Perceived usefulness
Perceived usefulness is defined as the users’ subjective prob-
ability that IS use would enhance their job performance
(Bhattacherjee, 2001b). It captures the rational component of
IS continuance or usage decision. Self-perception theory
posits that individuals constantly reassess their perceptions
(initial expectations) about their behavior as and when they
acquire new information (Bem, 1972). These modified per-
ceptions (expectations after usage) guide their subsequent
behavior and decision-making. Prepurchase expectations are
formed as a result of others’ opinion and information gath-
ered from mass media. Post-purchase expectations are much
more realistic as they are shaped by users’ actual or past
experience with the IT (Bhattacherjee, 2001a). Post-consump-
tion expectation is represented by ex-post perceived useful-
ness in the ECM model of IS continuance (Bhattacherjee,
2001a). Research suggests that perceived usefulness has a
significant effect on users’ continuance intention and satisfac-
tion from IS use (Fleischmann et al., 2016; Halilovic & Cicic,
2013a; Hsu & Lin, 2015; Zhou, 2011). If users’ expectations
related to efficiency, productivity, and managing shopping
tasks are fulfilled, they would perceive greater usefulness.
This would make users feel satisfied and compel them to
continue using shopping apps. Therefore, it is hypothesized
that
H3. Perceived usefulness will have a positive impact on the
satisfaction of shoppers using mobile shopping apps.
H4. Perceived usefulness will have a positive impact on con-
tinuance intention of mobile shopping apps.
2.2.3 Confirmation
Confirmation is a cognitive belief and refers to the degree to
which users’ ex-ante expectations were met in reality after
initial use of the IS (Bhattacherjee, 2001b). If the users find
that their initial expectations are confirmed, they are more
likely to enhance their post-consumption expectations (per-
ceived usefulness) from the system. On the contrary, if the
users’ initial expectations are not confirmed, they will
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION 3
experience cognitive dissonance due to which they will
lower their post-consumption expectations (perceived useful-
ness) from the system. Previous research on IS continuance
has found significant effects of confirmation on perceived
usefulness and satisfaction (Bhattacherjee & Lin, 2015; Hsu
& Lin, 2015; Kim, 2018; Wu & Huang, 2015; Zhou, 2013). In
the context of this study, confirmation is defined as the
realization of expected outcomes or benefits from the use of
mobile shopping apps while disconfirmation indicates the
failure to meet the initial expectations of the user. Users’
initial expectations from mobile shopping apps include bene-
fits such as service quality, ubiquity, and localization, i.e.,
receiving customized offerings and product recommendations
from the retailers. If these initial expectations are fulfilled,
users’ perceived usefulness and satisfaction from using mobile
shopping apps are enhanced. Therefore, it is proposed that
H5. Confirmation will have a positive impact on the satisfac-
tion of mobile app shoppers.
H6. Confirmation will have a positive impact on the perceived
usefulness of mobile shopping apps.
2.3 Flow theory
Flow has been defined as “a holistic sensation that people feel
when they act with total involvement” (Csikszentmihalyi,
1990; Csikszentmihalyi & Csikszentmihalyi, 1992). This state
is characterized by an individual’s complete immersion in the
activity signified by the loss of self-consciousness, intrinsic
enjoyment, and a perceived sense of control over the setting
(Csikszentmihalyi & Csikszentmihalyi, 1992; Hoffman &
Novak, 1996). As a result of an individual’s narrow focus on
the activity, irrelevant thoughts and perceptions are filtered
out. This leads to increased learning, positive subjective eva-
luations, exploratory, and participatory behavior (Chang, Liu,
& Chen, 2014; Hoffman & Novak, 1996). Hoffman and Novak
(1996) extended the flow theory by examining its applicability
on computer-mediated online environments. They character-
ize the flow experience as a “seamless sequence of responses
facilitated by machine interactivity, intrinsically enjoyable,
accompanied by loss of self-consciousness and self-reinfor-
cing” (Hoffman & Novak, 1996, p. 57). Koufaris (2002) iden-
tified three dimensions of flow in online shopping, namely,
intrinsic enjoyment, perceived control, and concentration/
attention focus. Hoffman and Novak (2009) describe “flow”
as a balance between users’ skills and challenges, with it being
maximum when skills and challenges are congruent (both
skills and challenges being dynamic). In a similar vein, it is
argued that to maximize the “flow” experience, shoppers need
to strike a balance between their skills of using mobile apps
and challenges related to usage of mobile shopping apps.
The extant literature on flow theory focuses on its ability to
influence attitude, behavioral intention, and behavior
(Hoffman & Novak, 1996). Researchers have studied flow in
the context of mall shopping, online shopping, social net-
working sites, online gaming, online learning, mobile pay-
ment services, and instant messaging (Chang et al., 2014;
4 S. SARKAR AND A. KHARE
Chang & Zhu, 2012; Gao & Bai, 2014; Khare, 2011; O’Cass &
Carlson, 2010; Shin, Biocca, & Choo, 2013; Zhou, 2013; Zhou
& Lu, 2011). However, little attention has been paid toward
the role of flow in influencing mobile shopping apps usage
continuance. With growing popularity of mobile shopping
apps, it was assumed that extending the flow theory to the
ECM may provide useful results. Mobile shopping apps
inherit constraints such as small screen size, low resolution,
and inconvenient input, as compared to online shopping
websites (Gao & Bai, 2014). These constraints undermine
users’ experience, and thus, flow experience might play a
significant role in delivering a pleasurable and compelling
consumption experience.
Earlier studies in offline and online retail environment
highlighted that users seek to reexperience or replicate the
activity heightened by the flow experience (O’Cass & Carlson,
2010). In the context of IS usage, scholars have noted that
“flow” leads to behavioral outcomes such as exploratory beha-
vior, positive word of mouth, advocacy or recommendation to
others, enhanced likelihood of making purchases, impulse
buying, and revisit intention (Hsu, Chang, & Chen, 2012;
Korzaan, 2003; Novak, Hoffman, & Yung, 2000; Skadberg &
Kimmel, 2004; Zhou, 2012). Based on the above research
insights, it can be hypothesized that
H7. Flow will have a positive impact on continuance intention
of mobile shopping apps.
Flow research has paid little attention to its relationship
with satisfaction in the context of service delivery over the
internet (O’Cass & Carlson, 2010). Novak et al. (2000) posit
that flow experience in an online environment results in a
gratifying state of mind. O’Cass and Carlson (2010) pointed
out that flow experience will enhance positive consumer per-
ceptions of the website and lead to greater satisfaction. Thus,
satisfaction can be viewed as an outcome of the flow experi-
ence. On this basis, it is proposed that consumers achieving
the state of flow during their experience of mobile shopping
apps would be highly satisfied. Recent research has confirmed
the significant effect of flow in enhancing users’ satisfaction
(Gao, Waechter, & Bai, 2015; Hopp & Barker, 2016; Ozkara,
Ozmen, & Kim, 2016; Zhou, 2013). Therefore, it is hypothe-
sized that
H8. Flow will have a positive impact on the satisfaction of
shoppers using mobile shopping apps.
The relationship between flow and perceived usefulness
has been examined in the extant literature (Hoffman &
Novak, 2009). When users are in a state of flow, they stay
focused on the task and are attentive to the information
presented to them. Concentration and enjoyment are key
dimensions of flow (Hoffman & Novak, 2009). Since users
in a flow state have attention limited to the stimulus field, it
has a positive influence on their performance (Chang et al.,
2014). Previous studies have revealed flow as a significant
predictor of perceived usefulness (Hoffman & Novak, 2009;
Sánchez-Franco, 2006; Zhou & Lu, 2011). Similarly, it is
reasonable to expect shoppers using mobile apps to perceive
greater usefulness on experiencing flow as it is accompanied
with enhanced concentration, enjoyment, and a feeling of
being in control. Hence, the hypothesis is as follows:
H9. Flow will have a positive impact on the perceived useful-
ness of mobile shopping apps.
2.4 Network effect and network externalities
Network effect is the generation of enhanced value for the
users by the network of other users using similar products
(Katz & Shapiro, 1985). It may also arise as a result of
access to compatible products which might further augment
the value offered by the core product or service in use (Lin
& Bhattacherjee, 2008). Network effect arises due to factors
known as network externalities. According to Katz and
Shapiro (1985), network externalities are of two types
namely direct and indirect. The factors influencing network
effects as a result of the number of users in a particular
network are known as direct network externalities (Strader,
Ramaswami, & Houle, 2007). For example, as more people
use a particular mobile shopping app, they gain network
utility derived from interaction from other users. Besides,
indirect network externalities are the benefits accrued by
users of a given network as a result of the development of
complementary services (Strader et al., 2007). Users of
mobile shopping apps for lifestyle products are benefited
by the complementary services offered by the companies
such as travel and hotel bookings, mobile recharges, elec-
tricity bill payments, e-wallets, movie tickets, and many
more.
Following the work of Lin and Bhattacherjee (2008), the
effect of network externalities was measured using two factors,
namely, referent network size and perceived complementarity.
2.4.1 Referent network size
Referent network size is a direct network externality and
refers to the number of people in a users’ social group using
the IS (Lin & Bhattacherjee, 2008). For an individual using a
particular mobile shopping app, referent network size is the
number of people using the same mobile shopping app with
whom he/she can interact while using the app. It must be
noted that referent network size refers to the users’ social
circle and is different from the total installed network size.
The interaction between an increased number of peers
enhances the users’ perception of pleasure and benefit
accrued from the IS (Gao & Bai, 2014; Lin &
Bhattacherjee, 2008; Zhou & Lu, 2011). Research has
found a positive effect of referent network size on perceived
usefulness (Gao & Bai, 2014; Hsu & Lin, 2016; Lin & Lu,
2011). For Indian consumers, families, peers, and social
groups play a major role in influencing consumers’ percep-
tion of mobile shopping apps (Nielsen, 2015). It is reason-
able to expect that users would have a favorable perception
of mobile shopping apps used by their referent groups. The
interaction and information sharing enhance the level of
perceived usefulness (Gao & Bai, 2014). Therefore, it is
hypothesized that

H10. Referent network size will have a positive impact on the
perceived usefulness of mobile shopping apps.
2.4.2 Perceived complementarity
Perceived complementarity is an indirect network externality.
It refers to the availability of complementary goods or services
that provide additional value or benefits to the users of the
network (Lin & Bhattacherjee, 2008). Research posits that
users perceiving high complementarity are likely to expect
more benefits from the IS (Hsu & Lin, 2016; Lin &
Bhattacherjee, 2008; Lin & Lu, 2011). In the context of instant
messaging users, perceived complementarity was found to
influence perceived usefulness (Zhou & Lu, 2011). Gao and
Bai (2014) revealed perceived complementarity to be a key
predictor of perceived usefulness of mobile social networking
sites. Similarly, users of mobile shopping apps may benefit
from the availability of additional services such as electricity
bill payments, mobile recharges, movie tickets, e-wallets, tra-
vel tickets, and hotel bookings. This would enhance their
perceptions regarding the usefulness of the app.
Accordingly, it is proposed that
H11. Perceived complementarity will have a significant posi-
tive impact on the perceived usefulness of mobile shopping
apps.
2.5 Conceptual framework
Based on literature review, the conceptual framework of the
study is proposed and illustrated in Figure 2. The study
hypothesizes that perceived usefulness, flow experience, and
satisfaction are key determinants of users’ continuance inten-
tion. Word-of-mouth intention is influenced by users’ satis-
faction with mobile shopping apps. Satisfaction is further
determined by users’ confirmation of expectations, flow, and
Confirmation
H6
Network Externalities
Perceived
usefulness
Referent
network size H10
H11
Perceived
complementarity
Figure 2. Conceptual framework of the study.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION 5
perceived usefulness (ex-post) of mobile shopping apps.
Perceived usefulness (ex-post) is influenced by confirmation
of expectations, flow, and network externalities, namely, direct
(referent network size) and indirect network externalities
(perceived complementarity).
3. Method
3.1 Measures
The scales used for measuring the constructs were adapted
from the existing marketing, consumer behavior, and IS lit-
erature and reworded in the context of mobile shopping apps
research (Bhattacherjee, 2001a). The perceived usefulness con-
struct was measured using four items adapted from Davis
(1989). These four items have been extensively validated,
and their applicability is well established in the IS continuance
literature (Bhattacherjee & Lin, 2015). Satisfaction and con-
tinuance intention were measured using scales developed
from Bhattacherjee (2001a). The six-item satisfaction scale
measured the “affect” associated with using mobile shopping
apps. The three-item continuance intention scale examined
the extent to which consumers expect to continue using
mobile shopping apps in the future. Confirmation was mea-
sured using a five-item scale, adapted from Bhattacherjee
(2001a, 2001b). The items examined the extent to which
consumers’ prior mobile shopping app experience was better
than their initial expectations. A three-item scale for measur-
ing flow was adapted from Lee, Kang, and McKnight (2007).
It examined the level of enjoyment, perceived control, and
concentration while using mobile shopping apps. Referent
network size and perceived complementarity constructs were
measured using a two-item scale and three-item scale, respec-
tively, adapted from Lin and Bhattacherjee (2008). A four-
item scale adapted from the study of Brüggen, Foubert, and
Gremler (2011) was used to measure word-of-mouth inten-
tion. Total items in the questionnaire were 31. All the items
were measured on a 7-point Likert-type scale (1 = strongly
Word-of-
H2 mouth
H5
Satisfaction
H1 Continuance
H3 H8
intention
Flow H7
H9
H4
6 S. SARKAR AND A. KHARE

disagree and 7 = strongly agree). The questionnaire also con- Table 1. Sample characteristics.
tained a section on demographic details of the respondents. Frequency Percent
Gender
Male 211 58.1
3.2 Instrument purification Female 152 41.9
Age (in years)
Since the items were adapted from existing studies and mod- 18–25 74 20.4
25–35 204 56.2
ified in the context of mobile shopping apps, the question- 35–50 79 21.8
naire was checked for content/face validity with the help of Above 50 6 1.7
Monthly income
five experts from the shopping apps industry and five profes- Below INR 20,000 0 0
sors who had studied technology adoption and its continued INR 20,000–40,000 84 23.1
use (Netemeyer, Bearden, & Sharma, 2003). The questionnaire INR 40,000–60,000 138 38.0
INR 60,000–80,000 101 27.8
was further administered to 15 shoppers using mobile shop- Above INR 80,000 40 11.0
ping apps for identifying ambiguous and confusing items Highest education
Undergraduate 10 2.8
(Netemeyer et al., 2003). Since none of the items was found Graduate 167 46.0
to be confusing, the survey instrument was pretested in a pilot Postgraduate 171 47.1
Doctoral 15 4.1
study in which 30 subjects were asked to fill the survey Total 363 100
questionnaire. Exploratory factor analysis (EFA) using princi-
pal component extraction and varimax rotation was used to
analyze the pilot test data. All the items loaded under their
respective constructs with significant (p = 0.000) factor load- 4. Data analysis and results
ings exceeding the threshold value of 0.6 (Nunnally, 1978).
4.1 Dimensionality and reliability of constructs
Cross-loadings were found to be less than 0.3 (Hair,
Wolfinbarger, Ortinau, & Bush, 2008). Thus, the modified To assess unidimensionality of the constructs, EFA was
questionnaire was used without any changes for the final employed with principal component extraction, varimax rota-
survey. A similar approach has been used in studies of IS tion, and Eigen values greater than one criterion. Software pack-
continuance for instrument purification, enhancing the con- age IBM SPSS Statistics 23 was used to conduct EFA. KMO
struct validity and reliability of measurement instrument statistics of 0.910 confirmed a factor structure and Bartlett’s
(Bhattacherjee & Lin, 2015). test of sphericity being significant (p = 0.000) indicates the
existence of high correlation amongst the variables. A 31-item
8-factor model was confirmed explaining a total variance of
3.3 Sampling and data collection
88.339%. The items loaded under their respective constructs
Data were collected through convenience sampling using a with high factor loadings (>0.60, Nunnally, 1978) and lower
structured online survey questionnaire. The online survey values of cross-loadings (<0.30, Hair et al., 2008). Cronbach’s
questionnaire was mailed to several group e-mail IDs of alpha value was used to examine the reliability (internal consis-
educational institutions and corporates, working in the tency) of the constructs. The Cronbach’s alpha coefficient value
National Capital Region of India. The institutions selected ranged from 0.896 to 0.972 for all the constructs, confirming the
were of national level and thus comprised individuals from reliability of the constructs (Nunnally, 1978). See Table 2 for
all over the country. The introductory section of the ques- factor loadings and Cronbach’s alpha values.
tionnaire explained the purpose and overview of the study
with reference to the popular e-commerce sites offering
mobile shopping apps (Flipkart, Myntra, Amazon, Snapdeal,
4.2 Measurement model assessment of research model
and Paytm). The selection of mobile apps was done using a
popularity study conducted on the pretest sample (1 = not at The measurement model was examined to confirm the rela-
all popular, 7 = very popular). Selection of mobile apps on the tionships between the observed variables and the latent vari-
basis of mean popularity enabled the respondents to relate ables (Netemeyer et al., 2003). The measurement model
their use of the shopping apps and facilitated the process of consisted of 8 constructs and 31 items, which were modeled
data collection. After eliminating the incomplete and unen- as reflective indicators for their corresponding constructs. To
gaged responses, a total of 363 responses (out of 392 collected) assess measurement reliability and validity, confirmatory fac-
were deemed fit for analysis. All respondents had an experi- tor analysis (CFA) using maximum likelihood estimation was
ence of at least 6 months of using mobile shopping apps. The carried out (Hair et al., 2008). Software package IBM SPSS
respondents’ experience of using mobile shopping apps was AMOS 22 was used for conducting CFA in this study. The
important as the study aimed at understanding the continued overall goodness of fit of the measurement model was
usage intention of users. The sample consisted of 211 males assessed using several fit indices (Byrne, 2013). The fit indices
(58.1%) and 152 females (41.9%). A majority of respondents (CMIN/DF = 2.009, RMR = 0.078, GFI = 0.876, NFI = 0.943,
(approximately 76%) were in the age group of 18–35 years RFI = 0.935, IFI = 0.971, CFI = 0.971, RMSEA = 0.053)
old, which appropriately represents the population of mobile suggest that the measurement model represents a good fit to
app shoppers, as individuals in this age group are avid users of the data (Byrne, 2013).
mobile shopping apps (ASSOCHAM, 2016). Table 1 shows Convergent validity of the constructs was assessed using
the demographic details of the respondents. three criteria: factor loadings, composite reliability values, and
 INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION 7

Table 2. Descriptive statistics and exploratory factor analysis results.

Item Factor Cronbach’s
Latent and observed variables code Mean SD loadings alpha
Confirmation
My experience with using mobile shopping apps was better than what I expected CNF1 4.44 1.24 0.885 0.972
The service level provided by mobile shopping apps was better than what I expected CNF2 4.52 1.28 0.871
Overall, most of my expectations from using mobile shopping apps were confirmed CNF3 4.50 1.29 0.895
My mobile shopping app provides me with customized one-on-one marketing as I would expect CNF4 4.49 1.32 0.898
Products and services recommended to me by my mobile shopping app meet my expectations CNF5 4.43 1.31 0.880
Perceived usefulness
Using mobile app helps me improve my performance in shopping PU1 4.71 1.35 0.915 0.966
I think that mobile app improves my productivity in shopping PU2 4.66 1.41 0.927
In my opinion, using mobile app increases my effectiveness in shopping PU3 4.71 1.40 0.922
I find mobile app useful in managing shopping PU4 4.65 1.41 0.908
Satisfaction
I am satisfied with my decision to use mobile shopping app SF1 4.45 1.30 0.815 0.939
My choice to use mobile shopping app was a wise one SF2 4.53 1.35 0.810
I am not happy with my earlier decision to use my mobile shopping app SF3a 5.16 1.48 0.772
My experience with using this mobile shopping app was very unsatisfactory SF4a 5.22 1.54 0.766
I think I did the right thing by deciding to use mobile shopping app SF5 4.54 1.35 0.764
If I were to do it again, I would feel differently about using mobile shopping app SF6a 5.27 1.45 0.746
Referent network size
Most of my friends are using mobile shopping apps RNS1 5.06 1.36 0.955 0.944
Most of my colleagues are using mobile shopping apps RNS2 5.10 1.29 0.952
Perceived complementarity
A wide range of services are available on mobile shopping apps PC1 4.64 1.21 0.869 0.966
A wide range of purchases can be made using mobile shopping apps PC2 4.62 1.34 0.850
A wide range of complementary services such as mobile recharges, bill payments, e-wallets are available PC3 4.61 1.32 0.881
on mobile shopping apps
A wide range of ticketing services are available on mobile shopping apps PC4 4.61 1.32 0.870
Flow
When using mobile shopping app, I found a lot of pleasure FL1 4.41 1.24 0.893 0.956
When using mobile shopping app, my attention is focused on the activity FL2 4.42 1.21 0.902
When using mobile shopping app, I felt in control FL3 4.47 1.29 0.905
Continuance intention
I want to continue using mobile shopping app for shopping rather than discontinue its use CI1 4.55 1.48 0.847 0.896
My intentions are to continue using the mobile shopping app rather than any alternative means CI2 4.56 1.43 0.847
If I could, I would like to discontinue use of the mobile shopping app CI3a 5.38 1.54 0.733
Word of mouth
I am likely to say positive things about mobile shopping apps to other people WOM1 4.40 1.36 0.887 0.97
I am likely to recommend mobile shopping apps to a friend or colleague WOM2 4.42 1.31 0.889
I am likely to say positive things about mobile shopping apps in general to other people WOM3 4.39 1.34 0.911
I am likely to encourage friends and relatives to mobile shopping apps WOM4 4.42 1.35 0.900
Note. aReverse coded items; KMO measure of sampling adequacy = 0.910; total variance explained = 88.339%.

average variance extracted (AVE) values (Fornell & Larcker,
1981). Items loaded significantly (p < 0.001) on their corre-
sponding factor, composite reliabilities, and AVE for each
construct were above 0.70 and 0.50, respectively, suggesting
the convergent validity of the constructs (Fornell & Larcker,
1981; Hair et al., 2008). See Table 3 for details.
Discriminant validity was examined by comparing
square root of AVE values with inter-construct correlations.
None of the inter-construct correlations exceeded the
square root of AVE estimates of the respective constructs.
Thus, the model demonstrates evidence for the discrimi-
nant validity of the constructs (Fornell & Larcker, 1981;
Hair et al., 2008). Table 4 provides the results of discrimi-
nant validity analysis.
4.3 Structural model assessment and hypotheses testing
of research model
The structural model was examined to confirm the linkages
between the latent variables (Byrne, 2013). Several fit indices
were used to assess the model fit. The fit indices (CMIN/
DF = 2.11, RMR = 0.181, GFI = 0.869, NFI = 0.939,
RFI = 0.932, IFI = 0.967, CFI = 0.967, RMSEA = 0.055)
indicate that the hypothesized structural model represents
an acceptable fit (Byrne, 2013). The model explained 25.5%
variance in continuance intention and 20% variance in word-
of-mouth intention. It also explained 17.7% variance in per-
ceived usefulness and 44.4% variance in satisfaction.
Following the model fit assessment, the next step involved
examining the hypothesized relationships between the vari-
ables (Hair et al., 2008). See Figure 3 for details. Shopping
apps continuance intention was significantly predicted by
satisfaction (β = 0.297, p < 0.001) and flow (β = 0.264,
p < 0.001), providing support for H1 and H7, respectively.
However, the effect of perceived usefulness on continuance
intention (H6) was not significant. Word-of-mouth intention
was significantly influenced by satisfaction (β = 0.445,
p < 0.001), thereby providing empirical evidence for H2.
Confirmation (β = 0.532, p < 0.001), perceived usefulness
(β = 0.163, p < 0.001), and flow (β = 0.169, p < 0.001) exerted
a significant positive impact on satisfaction from using mobile
shopping apps, thus supporting H3, H5, and H8, respectively.
Further, flow had a positive impact (β = 0.195, p < 0.001) on
perceived usefulness (H9). Among the dimensions of network
externalities, only perceived complementarity (β = 0.170,
p < 0.05) was found to influence the perceived usefulness of
mobile shopping apps significantly, providing support for
H11. The effect of referent network size on perceived
8 S. SARKAR AND A. KHARE

Table 3. Confirmatory factor analysis results of research model. networks influence the continued use of mobile shopping
Latent variables Factor loadings CR AVE apps. Further, the role of flow in influencing the continued
Confirmation 0.972 0.875 use of mobile shopping apps was examined. Users feel more
CNF1 0.931
CNF2 0.945
satisfied with apps which are designed in a manner such that
CNF3 0.926 using them is enjoyable, hassle-free, and less complicated.
CNF4 0.930 Such apps get the users totally immersed in the activity
CNF5 0.945
Perceived usefulness 0.966 0.878 which captures their attention for a longer span of time.
PU1 0.922 This provides a sense of being in control, which in turn
PU2 0.934
PU3 0.934 motivates them to continue the use of shopping apps. The
PU4 0.957 study also investigates whether satisfied mobile shopping app
Satisfaction 0.934 0.706 users exhibit word-of-mouth intention. Word-of-mouth
SF1 0.954
SF2 0.918 intention is more reliable than paid advertisements as it is
SF3a 0.757 derived from users’ direct experience of the system and saves
SF4a 0.744
SF5 0.914 promotional expenditure. In addition to the existing ECM
SF6a 0.722 framework, the study hypothesizes network externalities,
Referent network size 0.947 0.900 namely, direct (referent network size) and indirect (perceived
RNS1 0.897
RNS2 0.998 complementarity) as determinants of perceived usefulness of
Perceived complementarity 0.966 0.878 mobile shopping apps. Flow was hypothesized as a significant
PC1 0.937
PC2 0.929 predictor of perceived usefulness, satisfaction, and continu-
PC3 0.927 ance intention of using mobile shopping apps. Word-of-
PC4 0.955
Flow 0.956 0.880
mouth intention was hypothesized as a post-adoption beha-
FL1 0.930 vioral outcome.
FL2 0.939 The research model revealed that continuance intention of
FL3 0.945
Continuance intention 0.908 0.771 using mobile shopping apps was predicted by flow and satis-
CI1 0.969 faction of users. The results are in line with the findings of the
CI2 0.938
CI3a 0.702 previous studies (Bhattacherjee, 2001b; Hsu et al., 2012; Zhou,
Word of mouth 0.970 0.891 2012). Designing a shopping app which is more enjoyable and
WOM1 0.941 offers a hassle-free shopping experience would contribute
WOM2 0.937
WOM3 0.949 more toward users’ continuance intention (Lin et al., 2005).
WOM4 0.949 Flow had a positive impact on the perceived usefulness of
Note. aReverse coded items mobile shopping apps and satisfaction of users. Prior research
has found flow as a significant predictor of perceived useful-
Table 4. Discriminant validity results of research model.
ness (Hoffman & Novak, 2009; Zhou & Lu, 2011); however,
PC PU CNF SF CI WOM RNS FL
the effect of flow on satisfaction in an online context had
PC 0.937
received little attention (Gao et al., 2015; O’Cass & Carlson,
PU 0.325 0.937 2010). Shopping apps can be made interactive and enjoyable
CNF 0.397 0.297 0.935 by including puzzles or quizzes for getting coupons or by
SF 0.511 0.371 0.618 0.840
CI 0.506 0.287 0.201 0.422 0.878 including lucky draws in which users would get products at
WOM 0.438 0.290 0.293 0.438 0.473 0.944 a lower cost (Zichermann & Cunnigham, 2011). Similar initia-
RNS 0.149 0.157 0.195 0.155 0.159 0.109 0.949
FL 0.394 0.312 0.206 0.322 0.386 0.401 0.268 0.938
tives have been taken by Amazon India to engage users with a
Note. Diagonal elements represent the square root of average variance extracted
more pleasant experience (Amazon India, 2018). As the apps
(AVE) for each construct; values below the diagonal elements represent the become more enjoyable and users spend more time in brows-
correlations between the constructs. ing products, they will reach a state of flow which would
RNS: Referent network size; PC: perceived complementarity; SF: satisfaction;
CNF: confirmation; PU: perceived usefulness; CI: continuance intention;
positively impact their satisfaction, perceived usefulness, and
WOM: word of mouth. continuance intention. Satisfaction being the key factor influ-
encing continuance intention, the effect of flow on satisfaction
is an important contribution of the study. As expectations and
usefulness (H10) was not significant. Confirmation of expec- satisfaction level keep changing, surveys can be conducted
tations (β = 0.180, p < 0.001) was a significant predictor of periodically to inquire about their expectation and satisfac-
perceived usefulness of mobile shopping apps, thereby sup- tion. Word-of-mouth intention emerged as a significant post-
porting H3. Table 5 exhibits the results of hypotheses testing. adoption behavioral outcome and was influenced by
satisfaction.
The effect of perceived usefulness on continuance intention
5. Discussion
was not significant. The result contradicts some previous
The present research aimed to address the gaps highlighted by studies (Hsu & Lin, 2015; Kim, 2012) but finds support in
Bhattacherjee & Lin (2015) by incorporating the effects of Bhattacherjee’s (2001b) argument that satisfaction is a stron-
network externalities, flow, and word-of-mouth intention in ger predictor of continuance intention while perceived useful-
the existing framework ECM of IS continuance. Arguably, this ness is a better predictor of adoption intention. Thus, in the
study is the first which intends to understand how user same vein as Halilovic and Cicic (2013a), this study submits
 INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION 9

Word-of-
0.445* mouth
0.532*
Confirmation Satisfaction

0.297*
Continuance
0.180* 0.163* 0.169*
intention
Network Externalities
Perceived 0.264*
Flow
usefulness 0.195*
Referent
network size 0.044ns

0.170** 0.096ns
Perceived
complementarity

Figure 3. Structural model analysis for research model. Path significance: *p < 0.001; **p < 0.010; nsp > 0.050.

Table 5. Hypotheses testing. perceived as complementary to the core services, users may
Hypotheses Standardized β-values t-Values p-Values Decision not avail them (Lin & Bhattacherjee, 2008). Online shopping
H1: SF → CI 0.297* 5.515 0.000 Supported companies are still developing their user networks and only
H2: SF → WOM 0.445* 8.869 0.000 Supported
H3: PU → SF 0.163* 3.551 0.000 Supported
few online companies have successfully managed to dissemi-
H4: PU → CI 0.096ns 1.808 0.071 Not Supported nate the benefits to its users. This may be indicative of why
H5: CNF → SF 0.532* 11.650 0.000 Supported users are yet to realize the effect of referent network size in
H6: CNF → PU 0.180* 3.263 0.001 Supported
H7: FL → CI 0.264* 5.020 0.000 Supported enhancing their usefulness perception of the shopping apps.
H8: FL → SF 0.169* 3.777 0.000 Supported Based on the research objectives of the study, the article
H9: FL → PU 0.195* 3.446 0.000 Supported
H10: RNS → PU 0.044ns 0.863 0.388 Not Supported makes three significant contributions. First, the results of the
H11: PC → PU 0.170** 2.901 0.004 Supported study demonstrate that indirect network externalities, i.e.,
Note. RNS: Referent network size; PC: perceived complementarity; perceived complementarity, significantly influence the per-
SF: satisfaction; CNF: confirmation; PU: perceived usefulness; CI: continuance ceived usefulness of mobile shopping apps. Second, flow
intention; WOM: word of mouth.
Path significance: *p < 0.001; **p < 0.010; nsp > 0.050. experience has a significant effect on perceived usefulness,
satisfaction, and continuance intention. Third, word-of-
mouth intention was found to be a significant post-adoption
that in post-adoption research, satisfaction has a greater role behavioral outcome.
in influencing continuance intention. The nonsignificant
effect of perceived usefulness on continuance intention
6. Implications
could be explained by considering the findings and their
research contexts in the same frame (Lin et al., 2005; The findings provide several theoretical and managerial impli-
Nascimento, Oliveira, & Tam, 2018). The research contexts cations. The study extends the literature on expectation con-
have substantial impact on the results. For users of mobile firmation and IS continuance by addressing the gaps
shopping apps, perceived usefulness may not be influencing identified by Bhattacherjee & Lin (2015). In doing so, the
continuance intention since mobile shopping apps offer more study integrates ECM with the theory of network externalities
or less similar utilitarian values (such as job efficiency or and flow to gain a better understanding of consumers’ con-
performance) as measured by the perceived usefulness tinuance intention of using mobile shopping apps. The study
construct. contributes to the existing body of literature on mobile shop-
Although direct network externalities (referent network ping apps by establishing the linkages between network
size) did not have a significant effect on perceived usefulness, externalities and perceived usefulness. It identified indirect
indirect network externalities (perceived complementarity) network externalities, i.e., perceived complementarity as a
influenced perceived usefulness of shopping apps. The find- significant predictor of perceived usefulness of mobile shop-
ings are similar to earlier research in the IS domain (Gao & ping apps. Flow was found to be a significant predictor of
Bai, 2014; Zhou & Lu, 2011). This implies that the users’ perceived usefulness, satisfaction, and continuance intention.
perception of the usefulness of mobile shopping apps is Word-of-mouth intention was found to be a significant post-
enhanced by the availability of complementary services in adoption behavioral outcome for satisfied consumers.
the apps. Companies incur a huge cost while developing the The findings present interesting insights for managers and
infrastructure and support services while integrating various the results of the study can be compared with other emerging
services to their shopping apps. If these services are not economies where mobile shopping apps are in the growing
10 S. SARKAR AND A. KHARE
stage. Consumers perceive those apps as more useful which
provide associated or complementary services in addition to
shopping. Various complementary services, such as mobile
recharge, travel tickets, movie tickets, e-wallets, hotel book-
ings, and utility bill payments, could be integrated into the
shopping apps. Although mobile shopping apps have inte-
grated various related services, it must be noted that consu-
mers’ perception of the services being complementary adds to
the usefulness of the app. Importance must be given to con-
sumers’ satisfaction by inquiring about their expectations
from the app and fulfilling them. As consumers’ expectations
are dynamic and change over time, it is advisable to continu-
ally try to understand their expectations with the help of
surveys or by seeking their opinion about various services
included in the apps. This would instill confidence among
the users that the company is willing to understand and fulfill
their expectations. Moreover, it would expand the user base of
satisfied consumers which would lead to continued use of the
shopping app. Satisfied consumers act as effective advertising
channel for the company via positive word of mouth. Another
important finding of the study includes the role of flow in
influencing usefulness, satisfaction, and continued use. Users
would reach a state of flow when they are totally engrossed in
the shopping activity while using the apps. As a result of their
increased use, they would perceive the apps as useful which in
turn would enhance their satisfaction with the app leading to
its continued use. To enhance the flow experience, apps must
provide an enjoyable and hassle-free experience. Apps could
be made more interesting by providing contests to its use such
as by providing referral codes for unlocking bonuses.
However, a balance between users’ skill and challenges must
be maintained to provide the ultimate experience of flow. Too
many complications in mobile apps would deter consumers in
achieving the state of flow.
Mobile application designers must have a thorough
look at the application context as it determines the user
environment which eventually affects user experience.
Contexts help the users to process the information and
achieve their goals (Fling, 2009). Application contexts vary
from utility/task-based to enjoyment-oriented or a combi-
nation of both, to attract users. The findings of this study
indicate that hedonic shopping contexts have greater
appeal in users’ continuance and would actually help the
consumers distinguish an app from similar shopping apps.
Therefore, hedonic shopping contexts should be deliber-
ated upon while designing application contexts. Another
way to find what works best is by usability testing, i.e.,
testing the changes made in the application with actual
users and seeking their feedback (Barnum & Dragga,
2001). Usability tests help the developers identify action-
able faults in the system from users’ subjective behavior
and opinions (Rubin & Chisnell, 2008). These tests help
developers gain information about users’ expectations
regarding services which are perceived complementary.
Developers benefit from adding these complementary ser-
vices in their shopping apps. Information related to users’
browsing and click behavior helps developers redefine
their offerings while designing their apps. Gamification
of apps achieved by introducing challenges, puzzles, and
rewards would help the developers make their shopping
apps more engaging (Shankar et al., 2016; Zichermann &
Cunningham, 2011). Gamification stimulates users’ cogni-
tive and affective experiences which would drive users into
a state of flow. An interplay of challenges and rewards
makes a dull shopping task more interesting for many
users.
7. Limitations and scope for future research
The current research has some limitations. It does not
account for the negative network effects which might
arise due to several reasons and might affect usefulness
of the app. Large user base may lead to slow processing
speed and server or app crashes. These are few ramifica-
tions of negative network effects which may affect useful-
ness of the app. Thus, future research could integrate
negative externalities into the model. The present study
has used a unidimensional measure of flow as it provides
ease of administration and the ability to correlate with
ancillary constructs serving as antecedents and conse-
quences of flow. Future studies could employ multidimen-
sional measures of flow as it could provide better
understanding of the flow construct in the context of
mobile shopping apps. The selection of mobile apps was
made using a popularity study such that the reasons for
continuing its usage could be captured using the variables
of the study. However, collecting data on shopping apps
which are not much highly rated in the popularity study
could have revealed factors negatively affecting continued
usage. Further, cultural factors, such as users’ skill and
knowledge, and financial factors, such as incentives for
reusing the product, cost–benefits, value for money, etc.,
would determine users’ intention toward continuing the
usage of a product/service. Different countries will have
different levels of infrastructure for web-based products/
applications which may result in different findings. For
example, countries having well-developed user networks in
shopping apps category would provide more benefits to
their users having more number of peers using the same
app. Future studies may examine the moderating effect of
various culture/context-specific factors while studying the
present relationships. The findings of this study could be
enriched by addressing these issues by future research in
this domain.
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About the Authors
Subhro Sarkar is a doctoral scholar in the marketing area at the Indian
Institute of Management Rohtak, India. He holds a Bachelor in
Technology degree from National Institute of Technology, Agartala,
India. His research focuses on consumer behavior, online, and mobile
retailing.
Arpita Khare is an assistant professor at the Indian Institute of
Management Rohtak, India. Her research interests span over consumer
behavior, traditional and online retailing, and services marketing. Her
research has been published in Marketing Intelligence and Planning,
International Journal of Consumer Studies, and Journal of Internet
Commerce, among others.