Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention

Abstract This study investigates how technology acceptance model (TAM) factors and social factors determine customer purchase intention. Although previous studies on mobile apps have investigated TAM, critical social factors have been neglected, thus, reinforcing the need to study the latter's contribution to consumer purchase intention. Accordingly, this study examines social influence and peer influence in the TAM and collects 777 questionnaires from Digikala app users. Data were then analysed using structural equation modelling by AMOS. The findings indicate that perceived usefulness does not have a significant effect on attitude towards mobile app use. However, perceived ease of use, social and peer influence, and intention to purchase were shown to exhibit positive effects on attitude in this regard. The results also demonstrate that attitude towards mobile app use is a full mediator on three paths of the model. Finally, moderation analysis showed that only age has a mediating effect on the path from perceived usefulness to attitude towards mobile app use.