Abstract

Despite the huge leap of mobile apps, there are limited empirical studies that focus on the relationship between customer perception of performance expectation, trust, tension free and mobile apps usefulness. This study integrates and extends the unified theory of acceptance and use of technology (UTAUT) with trust and gratification theories to explain mobile app usefulness to retailing customers. Quantitative methodology and variance structural equation modelling forms the data analysis technique for this study. The primary objective of this article is to examine the mobile app usefulness in the context of retailing customers. Specifically, the study intention is to illuminate the retailers and other stakeholders to invest positively on mobile app market segment and to optimize their mobile app strategy for the betterment and advancement of their business especially in getting more revenue from the mobile app segment. The study highlights practical implications and emphasize an appropriate future study.