Mobile Shopping Application Usability : An Empirical Study on Factors Affecting Continued Intention to Use and Mobile Application Loyalty

With the tremendous developments in mobile technologies and advancements in wireless Internet, Mobile commerce has seen significant growth in India. Over the past few years, the number of mobile applications has increased remarkably. And in the current competitive market of mobile commerce, the software developers are required to develop superior quality applications to gain competitive advantage. The usability of a mobile application is a vital factor which impacts the users to choose one application over other. In the past, very limited studies on mobile application usability were conducted in India. So this study is an effort to analyze the impact of mobile usability application on the continued intention to use the mobile shopping applications on the smartphones, which ultimately results in mobile application loyalty of the users. A standardized scale on Mobile Application Usability (MAU) given by Hoehle et al. (2016) was adopted to develop the survey instrument and the data was collected from 300 mobile shopping application users of Tricity, i.e., Chandigarh, Mohali and Panchkula. The results confirmed that factors like aesthetic graphics, hierarchy, and subtle animation, transition were significant factors affecting mobile application usability