Influencing Factor for Mobile Shopping Continued Usage Intention: A Trust-Risk-Relationship

This study examines factors influencing the continued use of mobile shopping (m-shopping) platforms in Indonesia, focusing on trust, risk, and user-platform relationships. The research addresses low user retention rates, affected by the perceived risks and trust in the platform. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed with data from 410 m-shopping users. The study finds that trust positively influences continued usage intention, while perceived risks negatively affect it. Additionally, strong user-platform relationships are hypothesized to improve retention. The hypothesis testing results revealed that privacy, security, financial, and transaction-processing risks significantly shaped perceived overall risk, which negatively impacted trust in the mobile vendor. Trust in the mobile vendor is shown to positively influence continued usage intention, while perceived overall risk also negatively affects it. These findings provide insights for m-shopping platforms to improve user retention by building trust and reducing perceived risks. M-shopping platforms can improve trust by implementing robust data protection, transparent privacy policies, and secure transaction systems. Reducing perceived risks requires reliable payment processes, error-free transactions, and securely enhanced protocols. User loyalty can be fostered through personalized interactions, responsive customer service, and consistent communication that strengthens the user-platform relationship. These strategies are critical for improving retention and ensuring sustainability in Indonesia’s competitive m-shopping market.