ABSTRACT
The development of online technologies and mobile apps have transformed the ways in which consumers buy and/or sell. Recently, the coronavirus pandemic has increased the usage of e-commerce and m-commerce around the world. Therefore, this study aims to investigate what drives mobile shopping apps adoption by generation Z during the pandemic. Drawing on the Technology Acceptance Model (TAM), this quantitative research shows that fear of COVID-19 exerted a positive effect on perceived usefulness of mobile apps. Furthermore, the perceived safety of mobile apps has a positive effect on perceived usefulness and perceived ease of use. Perceived usefulness has a direct influence on the intention to use mobile apps, and both a fear of COVID-19 and perceived safety have strong indirect effects on the intention to use an app. It can be argued that the research results are relevant from both theoretical and practical perspectives taking into consideration the development of m-commerce in the context of the COVID-19 pandemic. © 2023, Bucharest University of Economic Studies. All rights reserved.