The purpose of this study is to examine factors which influence individual behaviour to continue use of mobile shopping Apps. In these research components of technology acceptance model (TAM) and brand awareness facets are used as independent variables. Two elements of TAM perceived ease of use (EOU) and perceived usefulness (USF) have shown positive influence on customer satisfaction (SAT). Therefore, three elements of brand awareness such as PBA, PBR, and PRA indicate positive influence on customer satisfaction (SAT). A wide range of research on brand awareness has been published, but little is discussed about factors which influence individual behaviour in continuance intention (INT) with the integration of technology acceptance model. The population of this study consists individual working in education and business sectors across the Pakistan. The data will be collected using survey questionnaires built on constructs items and demographic information of the respondents. For data analysis, the Structural Equation Modeling (SEM) approach will be used.

Title

Economic and Social Development 67th International Scientific Conference on Economic and Social Development – "Innovation, Technology, Education and Management" (VII. ITEM)

Publisher

Economic and Social Development 67th International Scientific Conference on Economic and Social Development – "Innovation, Technology, Education and Management" (VII. ITEM)

Publisher Country

Poland

Indexing

Scopus

Impact Factor

None

Publication Type

Prtinted only

Volume

--

Year

2021

Pages

35