MOBILE SHOPPING ACCEPTANCE AMONG MILLENNIALS IN MALAYSIA PUBLIC UNIVERSITY

 Mobile shopping is a growing trend offering a convenient way to make purchases. This study investigates the factors influencing mobile shopping acceptance among undergraduate students (millennials) in a Malaysian public university. The research model evaluates six determinants: Utilitarian Performance Expectancy, Hedonic Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Using a purposive sampling method, data was collected from 125 respondents. The findings indicate that Utilitarian and Hedonic Performance Expectancy, Effort Expectancy, and Facilitating Conditions are positively related to the intention to use mobile shopping. Surprisingly, Social Influence was negatively supported. Utilitarian Performance Expectancy was identified as the most significant factor, while Hedonic Performance Expectancy was found to be the most salient.