The growth of smartphone technology has facilitated the introduction of mobile shopping apps. These apps have revolutionized how people shop by providing convenient and accessible platforms for browsing, comparing, and purchasing products from the comfort of their mobile devices. This study aims to determine and understand factors that influence the adoption of mobile shopping apps among Malaysian consumers. Data were gathered via an online survey involving a sample of 319 mobile shopping app users in Malaysia. The data were then analysed using the Statistical Package for Social Science (SPSS) version 26.0 software. Findings indicate that perceived ease of use, and value consciousness have a significant positive effect on the adoption of mobile shopping apps but perceived usefulness did not have any significant influence. The findings can serve as a guideline for online retailers and marketers when formulating an effective marketing strategy to enhance the adoption of mobile shopping apps among Malaysian consumers.
