Shopping using mobile applications and the role of the technology acceptance model

Digital Internet’s popularity and the e-commerce market continue to grow. In recent years, online media has greatly impacted retail experience and consumer behaviour. This study examines the influence of customer purchase intention (PIN) while considering a combination of social factors and the technology acceptance model (TAM). Previous studies on mobile applications have analysed the TAM effect; however, social factors remain neglected. Thus, highlighting the requirement for social factors, their effect on PIN was investigated. This study examined peer influence (PI) and social influence (SI) in terms of the application of the TAM and 404 responses collected from mobile banking application users in Hungary. SmartPLS was used to conduct structural equation modelling. The results demonstrate that PI and perceived usefulness (PU) are more effective than perceived ease of use (PEOU), along with attitudes towards mobile application usage (ATMAU) and SI. Moreover, ATMAU established a significant relationship with PIN. In addition, PU and PI have a more effective indirect relationship than PEOU and SI with PIN in the mediation of ATMAU.