* Corresponding author. E-mail address: q_alhammouri@asu.edu.jo (Q. Hammouri) © 2021 by the authors; licensee Growing Science, Canada. doi: 10.5267/j.ijdns.2021.7.014 International Journal of Data and Network Science 5 (2021) 667–680 Contents lists available at GrowingScience International Journal of Data and Network Science homepage: www.GrowingScience.com/ijds Determinants of the continuous use of mobile apps: The mediating role of users awareness and the moderating role of customer focus Qais Hammouri a* , Jassim Ahmad Al-Gasawneh a , Emad Ahmad Abu-Shanab b , Nawras M. Nu- sairat a and Hakim Akhorshaideh c a Applied Science Private University, Jordan b Qatar University, Doha, Qatar c University of Jordan, Amman, Jordan C H R O N I C L E A B S T R A C T Article history: Received: March 10, 2021 Received in revised format: June 22, 2021 Accepted: July 25, 2021 Available online: July 25, 2021 This research empirically explored the factors influencing the continuous use of mobile Apps in Jordan. The research utilized the Theory of Planned Behavior, the Diffusion of Innovation Theory and the Social Cognitive Theory to build the conceptual foundation of the research model. Using a quantitative approach, the study utilized a questionnaire with a set of well-validated items for the purpose of collecting data. The study collected 524 usable surveys, and analyzed the data using structural equation modeling technique (PLS-SEM). Results indicated that the three constructs relevant to this study (perceived risk, mobile self-efficacy, and social influence) were significant in predicting a users' awareness and the continuous use of mobile Apps. Customer focus moder- ated the relationship between awareness and continuous intention. In addition, the findings also confirm that users’ awareness mediated the relationship between the three independent variables and the continuous use. The Detailed findings of this research are discussed, with conclusions and future research reported at the end. © 2021 by the authors; licensee Growing Science, Canada. Keywords: Mobile Apps Awareness Continuous Use Perceived Risk Self-Efficacy Social Influence Customer Focus 1. Introduction The quick surge in the number of smartphone users has dramatically influenced the expansion of mobile Apps usage. Mobile Apps are a vital part of our daily life, having facilitated daily human activities and meeting different needs in different areas. Globally, mobile Apps technology has become the dominant trend amongst mobile users in all fields. Such dominance comes due to the availability of Internet infrastructures and fierce competition among service providers, in addition to their role in meeting users' needs in a customized manner. Jordan is one of the developing countries that represents an example for a vastly growing community in the use of smartphones. Jordan’s Telecom Regulatory Commission reported that in 2021, among the 10 million citizens of Jordan, eight million citizens are mobile users (Digital, 2021). Moreover, according to Sta- tista.com, the use of mobile Apps amongst Jordanian citizens estimated 7.8 million Jordanian users in 2021 and it is expected to reach 8.3 million Jordanian users in 2025 (Statista.com, 2021a). Additionally, in the first quarter of 2021, the number of available Apps in Google Play Store reached 3.5 million applications, while the number of Apps in Apple Store included 2.22 million Apps (Statista.com, 2021b). Most mobile users have almost 20 Apps installed on their phones (Statista.com, 2021c). Furthermore, mobile users installed more than 200 billion Apps in 2020 (Mindsea.com, 2021). Even though the number of mobile Apps installed is huge, only 24% of such Apps are used only once and then instantly uninstalled (Clevertap.com,