Title:
UK MILLENIALS’ PURCHASE INTENTIONS: WHAT FACTORS ARE INFLUENCING THEIR ADOPTION OF MOBILE APPS SHOPPING?

Authors:
Dr. Yan Liang ,Sid Ghosh and Naimot Oyeyemi ,United Kingdom

Abstract:
The purpose of this paper is to understand the factors that serve as motivation and deterrents for UK Millennials’ intention to purchase via mobile phones from retails’ Applications. A total of 213 completed and valid questionnaires were collected and data were analysed by Exploratory Factor Analysis and confirmatory factor analysis. Furthermore, Structural Equation Modelling of AMOS graphics was used to identify the effect and relationship of independent variables on their dependent variables in this study. The findings of this research indicated that discomfort, insecurity, optimism, perceived ease of use determine UK Millennials’ use of Mobile applications shopping. Moreover, the outcome showed a significant influence of discomfort and optimism on perceived ease of use of M-shopping and a negative causal relationship between insecurity and use of mobile phones for online shopping. The study also confirmed that perceived ease of use mobile application impacts the purchase intention of young consumers. A limited number of studies have discussed the factors influencing the adoption process of Mobile applications shopping and purchase intention focusing on Millennials in the United Kingdom. Therefore, this research fills in the research gap and explores the factors that influence Millennials to use mobile applications to purchase products online, and to understand how the change in new technology has changed their buying behaviours.