British Journal of Marketing Studies (BJMS)

EA Journals

The Effect of Using Mobile Branded Apps on the Purchase Intention in the Retail Industry among Saudi Females

Abstract

This paper aims to increase collective awareness of the importance of introducing E-commerce in businesses in Saudi Arabia. The easiest and the trendiest way is using branded mobile apps. The study investigates consumer purchase intentions using smartphone branded applications. More specifically, it studies whether a moderating variable such as brand loyalty and mediating variables such as trust and quality of the app affect the purchase intention. The usability of the app is the independent factor and the purchase intention is the dependent factor. The survey was conducted using an electronic and self-administered questionnaire. 167 questionnaires were answered. The response rate was 95%. The findings were that the usability of branded mobile apps highly affects the purchase intention among Saudi females in Saudi Arabia.

Keywords: Mobile Application, Online Shopping, Purchase Intention, brand application, e-commerce in Saudi Arabia

cc logo

This work by European American Journals is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 Unported License

 

Recent Publications

Email ID: editor.bjms@ea-journals.org
Impact Factor: 6.80
Print ISSN: 2053-4043
Online ISSN: 2053-4051
DOI: https://doi.org/10.37745/bjms.2013

Author Guidelines
Submit Papers
Review Status

 

Scroll to Top

Don't miss any Call For Paper update from EA Journals

Fill up the form below and get notified everytime we call for new submissions for our journals.