INTRODUCTION
Definition of key terms
Table 1-1 postulates key terms used in the current studies as well as their definition and source(s)
Table 1-1: Definition of key terms used in the present research
Mobile commerce Mobile commerce is considered as conducting transactions on mobile devices (smartphone, tablets) via wireless connections such as mobile internet (e.g., 3G, 4G) or wireless internet
An individual differences characteristic reflecting the extent to which people consider the potential distant outcomes of their current behaviors and are influenced by those potential outcomes
Strathman, Gleicher, Boninger and Edwards (1994)
Consideration of future consequences scale contains questions tapping concern with immediate consequences
Joireman, Balliet, Sprott, Spangenberg and Schultz
Consideration of future consequences-Future
Consideration of future consequences scale contains questions tapping concern with future consequences
Perceived risk Perceived risk is defined as potential negative outcomes or losses of a decision to use mobile commerce
Featherman and Pavlou (2003), Kim, Ferrin and Rao (2008), Luo,
Perceived security Perceived security is defined as positive results of safety process and store transaction information in relation to using mobile commerce
(2014, p 12), Kim, Tao, Shin and Kim (2010b)
Continuance intention to use mobile commerce
Continuance intention is defined as an individual’s subjective probability that a consumer will continue using mobile commerce
Research background
1.2.1 Time perspective and consideration of future consequences
Time perspective, as defined by Zimbardo, Keough, and Boyd (1997), involves an individual's focus on specific time dimensions, which include Past Positive, Past Negative, Present Hedonistic, Present Fatalistic, and Future This concept serves as an overarching framework encompassing perceptions of the self, relationships with others, and the broader world, along with personal goals, expectations, and memories (Przepiorka and Blachnio, 2016).
Previous research has demonstrated a significant connection between time perspective and various human behaviors, including well-being, impulsivity, health behavior, academic achievement, cannabis use, and environmental attitudes However, the influence of time perspective on individual and consumer behavior in online contexts has been less explored, indicating a gap in the literature that warrants further investigation.
Extensive research has highlighted the significance of future time perspective, with studies indicating its motivational impact on various domains such as education, work, and health (Andre et al., 2018; Baltes et al., 2014; Milfont et al., 2012a) For instance, Andre et al (2018) conducted meta-analyses that validated the role of future time perspective in motivation, while Milfont et al (2012a) discovered that it significantly influences sustainable behaviors more than past-present perspectives Additionally, Baltes et al (2014) found a connection between future time perspective and regulatory focus, emphasizing its importance in goal-setting and decision-making These findings suggest that individuals with a future-oriented mindset are better equipped to weigh the benefits and costs of their actions Consequently, future time perspective may play a crucial role in understanding consumer behavior online, where consumers often face trade-offs between benefits like security and costs such as risk.
One of the most widely adopted measurement scales of future time perspective is consideration of future consequences (CFC; Joireman, Shaffer, Balliet and Strathman,
Research indicates that Consideration of Future Consequences (CFC) is linked to regulatory focus, which influences online shopping behavior This connection suggests that CFC plays a significant role in understanding consumers' online shopping habits, particularly in the context of mobile commerce.
Recent research highlights the rapid advancement of mobile devices and internet technologies as key drivers in the growth and expansion of mobile applications and mobile business (Hanafizadeh et al., 2014; Malaquias & Hwang, 2016; Celik, 2016).
Mobile commerce has emerged as a modern shopping alternative, leveraging mobile devices and wireless internet to enhance consumer experiences (Khoi et al., 2018; Phong, Khoi, and Le, 2018; Shao et al., 2019) Its key advantages include ubiquity, accessibility, convenience, localization, instant connectivity, time sensitivity, and security (Anil et al., 2003; Nassuora, 2013; Sanakulov and Karjaluoto, 2015; Zhang et al., 2012b) Additionally, mobile commerce is faster, more powerful, and more effective than traditional computer-based e-commerce (Hsieh, 2014).
With no exception, the development of mobile commerce depends on the attraction of new consumers (Ovčjak, Heričko and Polančič, 2015, Sanakulov and Karjaluoto,
Research has shown a growing academic interest in the factors influencing customer intentions to engage in modern shopping methods, particularly in online shopping Studies categorize this phenomenon into various types, including mobile commerce, electronic commerce, social commerce, and Facebook commerce, highlighting the diverse landscape of digital retailing (Zhang et al., 2015; Khoi et al., 2018; Lam et al., 2012).
Mobile commerce involves conducting transactions on mobile devices, while electronic commerce refers to online transactions via the Internet (Vladimir, 1996) Social commerce, a subset of electronic commerce, encompasses various commercial activities on social media platforms like Facebook and Twitter (Lam et al., 2019) Specifically, Facebook commerce represents social commerce conducted within the Facebook network (Chen, Su, and Widjaja, 2016) As competition intensifies between mobile commerce and other commerce types, focusing on retaining existing consumers has proven to be a more effective and efficient strategy (Yuan et al., 2014; Zhou, 2013c, 2013e, 2014).
Nurturing the continuance intention of mobile commerce usage is crucial, yet previous research has primarily concentrated on initial adoption, leaving continuance adoption and repurchase loyalty underexplored While studies have utilized established models like the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) to enhance understanding of consumer behavior, there remains a notable gap in simultaneously examining both promotional and barrier factors affecting mobile commerce usage For instance, while some research highlights perceived usefulness and ease of use as drivers of continued engagement, others focus on information and system quality as deterrents A comprehensive analysis that includes factors such as risk and security is essential to fully understand their relationship with continuance intention Insights gained from this research can aid policymakers and businesses in developing effective marketing strategies to enhance mobile commerce service utilization.
Research indicates that consumer behavior is significantly influenced by individual differences, including personality traits, cognitive styles, and demographic factors (Hong et al., 2017; Mohamed et al., 2014; Wang et al., 2012) Personality traits, in particular, are stable characteristics that play a crucial role in shaping behavior (Liu et al., 2015) Key traits such as the Big Five personality dimensions, personal values, perceived values, risk-taking propensity, and personal innovativeness have been identified as important factors in determining the continued use of innovative products and services (Hong et al.).
Time perspective, a significant personality trait, has been largely overlooked in the context of mobile commerce, despite its potential to explain behavioral continuance intentions (Joireman and King, 2016) Investigating the relationship between time perspective and the intention to continue using mobile commerce enhances our understanding of how personality traits influence behavioral intentions This insight is valuable for managers, as it aids in more effective consumer segmentation and targeting strategies (Olsen and Tuu, 2017b; Pozolotina and Olsen, 2019).
In Vietnam, various studies have shown that consumer perceptions significantly influence the intention to continue using mobile commerce (Choi and Mai, 2018; Dinh, Nguyen and Nguyen, 2018; Han, Thao Nguyen and Anh Nguyen, 2016; Khoi et al., 2018; Lin and Nguyen, 2011; Nguyễn Hữu Khôi, 2019; Phong et al., 2018; Phuong, Ngoc and Dai Trang, 2018) These findings emphasize the need to examine both promotional and barrier factors together to gain a comprehensive understanding of their contradictory effects on behavioral intentions (Phong et al., 2018) Additionally, risk and security perceptions are recognized as crucial determinants influencing behavioral intention in this context (Chong, 2015; Nabavi et al.).
This study addresses the gap in research regarding perceived risk and security in the context of mobile commerce in Vietnam, building a model to explain continuance intention to use this technology While previous studies have explored perceived risk (Nguyễn Hữu Khôi and Hồ Huy Tựu, 2017; Phong et al., 2018), perceived security remains under-researched Additionally, the influence of personality traits on consumer perception and behavioral intention has received limited attention from Vietnamese scholars This research specifically examines time perspective, particularly Consideration of Future Consequences (CFCs), as a crucial factor in understanding consumer behavior, an area that has been largely overlooked in Vietnam (Joireman et al., 2012; Strathman et al., 1994).
1.2.3 Mobile commerce adoption in Vietnamese enterprises
The Vietnam Ministry of Industry and Trade (2015) highlights the growing trend of mobile application development in business, primarily adopted by larger enterprises with substantial resources and long-term strategies In contrast, small and medium-sized enterprises (SMEs) appear unprepared for this shift, as indicated by a Vietnam E-Commerce Association (2019) survey showing that only 17% of businesses had mobile-based websites in 2018, a figure that has remained stagnant Among those with mobile platforms, 43% enabled complete shopping processes on mobile devices, while 31% offered promotions, and 45% accepted orders through these channels Additionally, only 14% possessed mobile sales applications, with no significant change over the years Customer engagement on mobile e-commerce sites was notably low, and barriers like high risk and lack of trust hindered consumer adoption To address these concerns, platforms like Lazada and Shopee have enhanced their privacy policies, covering personal and financial information, transaction history, and refund policies However, customers remain wary of risks associated with online transactions, such as incorrect deliveries and ambiguous product authenticity For instance, Lazada's new policy requiring payment before package inspection has raised customer risk perceptions, leading to complaints and brand abandonment (Như Bình, 2018; Mai Phương, 2019).
In 2015, Vietnam experienced a significant surge in mobile commerce, as highlighted by the Vietnam E-Commerce Association (2018) Businesses began investing in mobile infrastructure and enhancing their operations on this emerging platform Recognizing the importance of mobile as a business channel, Vietnamese companies upgraded their websites for mobile compatibility and developed dedicated mobile applications However, this trend has primarily flourished in major cities like Hanoi and Ho Chi Minh City, while progress in other regions has been sluggish Many companies appear to overlook the advantages of mobile commerce, with demand for mobile shopping largely concentrated in urban areas Overall, Vietnam's development in this sector remains inconsistent and underdeveloped.
Figure 1-1: Websites with a mobile version
(Source: Vietnam E-Commerce Association, 2018) Similarly, the proportion of enterprises having a mobile application for conducting transactions in 2017 was 15%, which was the same as the one in 2016
Figure 1-2: Enterprises with a mobile application for doing business
(Source: Vietnam E-Commerce Association, 2018) The average time-on-site of customers on mobile e-commerce websites or applications was not high, ranging from 14% (over 20 minutes) to 41% (5 to 10 minutes)
Research objectives and research questions
The general objective of this work is to extend previous findings of Joireman et al
This research aims to explore the simultaneous effects of perceived risk and security on users' intention to continue using mobile commerce, framed within the context of future consequence considerations Drawing on the work of Olsen and Tuu (2017) and prior studies in the (un)healthy behavior domain, the study seeks to understand how these factors influence user behavior in mobile commerce settings.
Objective 1: This study aims at testing the simultaneously direct influence of consideration of future consequences – immediate and consideration of future consequences – future on continuance intention to use mobile commerce
Objective 2: This study aims at testing the simultaneous impact of perceived risk and security on consumer continuance intention to use mobile commerce
Objective 3: This study aims to test the simultaneous and different (asymmetric) influences of consideration of future consequences – immediate and consideration of future consequences – future on the perception of risk and security
Objective 4: This study aims to discuss and test if and how consideration of future consequences - immediate and consideration of future consequences - future interact with the perception of security and risk to influence continuance intention to use mobile commerce
In order to achieve the above objectives, this research postulates four corresponding research questions as follow:
Question 1: What is the mechanism through which CFCs simultaneously and directly affect continuance intention to use mobile commerce?
Question 2: What is the mechanism through which perception of risk and security jointly influence continuance intention to adopt mobile commerce?
Question 3: What is the mechanism through which CFCs have simultaneously and differently effects on the perception of risk and security?
Question 4: What is the mechanism through which CFC-Future buffers (weakens) the security (risk) – continuance intention while CFC-Immediate strengthens (dampens) the risk (security) – continuance intention relationship?
To achieve the research objectives and address the research questions, this study uses a quantitative method The more detail of the research method is presented in the next section.
Research methodology and scope
This research consists of two key studies: a pilot study and a main study The pilot study focuses on refining the questionnaire by improving its arrangement, wording accuracy, and relevance In contrast, the main study aims to establish the reliability, convergent validity, and discriminant validity of the construct measurements while also testing the proposed hypotheses.
In the pilot study, Cronbach’s Alpha test is utilized, while the main studies assess convergent and discriminant validity of measurements and test various hypotheses—direct, moderating, and relative importance—using SmartPLS 3.2.8 To explore consumers' continuance intention to use mobile commerce, respondents must own a mobile phone, utilize mobile internet services (like 4G), and have prior experience with mobile commerce Participants are drawn from customers of Vietnam's leading communication service providers: VNPT, Mobifone, and Viettel, selected through a screening question to confirm their mobile commerce usage Data collection is conducted via a self-administered survey, with the questionnaire designed to take approximately 10-20 minutes to complete.
Research contributions
This research significantly enhances both academic understanding and practical applications by exploring how facilitators and barriers simultaneously influence consumers' intentions to continue using mobile commerce It highlights the contrasting effects of perceived risk and security on consumer behavior, emphasizing that while risk has been extensively studied, security remains an emerging factor in the mobile commerce landscape The findings are expected to encourage further investigation into these emerging factors and the comparative effects of opposing determinants Practically, the results equip managers with strategies to strengthen positive influences and mitigate negative impacts on consumers' continued use of mobile commerce.
This study enhances the mobile commerce literature by identifying and validating the significance of an emerging individual differences factor—consideration of future consequences—in predicting users' intention to continue using mobile commerce The findings reveal two key aspects of this factor and offer insights into how individual differences in consideration of future consequences influence ongoing mobile commerce usage Future research should further explore the impact of this variable, as it plays a crucial role in understanding consumer behavior From a managerial perspective, the results serve as a valuable resource for managers to implement strategies that promote consumer awareness of positive outcomes, such as enhanced security, while alleviating concerns about negative aspects, such as risks, to foster greater engagement with mobile commerce.
The findings clarify how regulatory focus, whether promotion or prevention, influences the intention to continue using mobile commerce A promotion focus, which activates positive outcomes, enhances the intention to use mobile commerce, while a prevention focus, highlighting negative immediate results, diminishes that intention This underscores the necessity for further research on the relationship between cognitive focus constructs (CFCs), regulatory focus, and behavioral intentions in the mobile commerce context Practically, CFCs and regulatory focus can serve as effective criteria for segmenting and targeting consumers.
This groundbreaking study enhances our understanding of how consideration of future consequences influences the intention to continue using mobile commerce By examining the moderating effects of this factor, the research highlights the interaction between personality traits and cognitive evaluation, demonstrating their impact on user behavior.
Research structure
This study is organized into six chapters, beginning with an introduction to the research background and the identification of the research problem It outlines the research objectives and poses relevant research questions, while also detailing the methodology and scope of the study Additionally, this chapter highlights the contributions of the research to both academic and practical fields.
Chapter two focuses on conducting a literature review to identify the research gap and strengthen the case for incorporating future consequences, risk perception, security, and the intention to continue using mobile commerce into the research model.
The third chapter, research hypotheses, and research model are developed and proposed
This chapter outlines the methodology for conducting both pilot and main studies, detailing the development of research questionnaires, data collection, and data screening processes It emphasizes the importance of analysis results, including Cronbach’s Alpha, composite reliability, and average variance extracted, to validate the reliability, convergent, and discriminant validity of the measurements Additionally, the chapter clarifies the application of the partial least square structural equation modeling (PLS-SEM) technique to examine direct and moderating effects.
Chapter four presents the study's findings, detailing the descriptive statistics of the observed items, as well as the reliability, convergent, and discriminant validity of the measurements Additionally, it includes the results of the hypotheses testing.
The concluding chapter of this research outlines key findings and highlights important theoretical and practical implications for scholars and marketers interested in advancing mobile commerce Additionally, it addresses limitations that should be considered in future studies.
Research limitations
The current study has several limitations that impact its findings Firstly, the data was collected from a single self-administered survey, suggesting that broader insights could be gained from a cross-cultural sample Secondly, the study does not examine actual mobile commerce usage, which could provide more valuable insights Additionally, the reliance on self-reported perceptions raises concerns about potential response biases Lastly, the study employs the Consideration of Future Consequences (CFC) measure for time perspective, focusing only on immediate and future outcomes while neglecting past influences.
Summary
This chapter provides a foundational overview of mobile commerce research, identifying key gaps related to how perceptions of risk and security influence users' intentions to continue using mobile commerce, particularly in light of future consequences It outlines the research methodology, which comprises a pilot study for developing and testing a draft scale, followed by a main study to assess the reliability and validity of the measurement constructs using PLS-SEM with SmartPLS 3.2.8 Additionally, the chapter highlights significant academic and practical contributions, presents the thesis structure, and discusses research limitations.
LITERATURE REVIEW
Mobile commerce and its advantages
Mobile commerce refers to the ability to conduct transactions using mobile devices like smartphones and tablets through wireless connections such as mobile internet (3G, 4G) or Wi-Fi This innovative approach enables consumers to perform monetary transactions from virtually anywhere, enhancing convenience and accessibility Unlike traditional electronic commerce, which involves online transactions via desktop computers, mobile commerce is seen as a natural evolution of e-commerce, leveraging the capabilities of mobile technology to provide a seamless shopping experience.
Social commerce, a subset of traditional commerce, leverages Web 2.0 features like user-generated content and social networks such as Facebook and Twitter to enhance e-commerce transactions (Lam et al., 2019; Wu et al., 2015) This study expands the definition of electronic commerce to include social and Facebook commerce A significant benefit of social commerce is that consumers can seek advice from their social community, share product information, and sell products or services through social media platforms (Lam et al., 2019; Wu et al., 2015).
Figure 2-1 illustrates the relationships among various commerce types, highlighting that mobile commerce shares similarities with other forms of commerce Notably, Facebook commerce is categorized as a subset of social commerce, which is itself a subset of electronic commerce (Lam et al., 2019).
Mobile commerce is an evolution of electronic commerce, as noted by Wu et al (2015) and supported by Chong et al (2012) and Kourouthanassis and Giaglis (2012) A significant overlap exists between Facebook commerce and mobile commerce, as consumers increasingly utilize mobile devices to make purchases on social media platforms like Facebook.
Figure 2-1: Comparison between mobile commerce and other types of commerce
Mobile commerce offers several key advantages over traditional electronic commerce, including ubiquity, enhanced accessibility, greater convenience, and improved localization These unique benefits make mobile commerce a powerful alternative to conventional e-commerce methods.
Table 2-1: Mobile commerce advantages over electronic commerce
Ubiquity: mobile commerce allows customers to conduct transactions without depending on time and places
Nassuora (2013), Zhang et al (2012b) Accessibility: mobile commerce users can be received information from a store without depending on time and
Convenience: mobile commerce enables portability as well as allow consumers to store data to use later
Karjaluoto (2015) Localization: mobile commerce enables consumers to receive relevant information based on their language, culture, etc
Instant connectivity: mobile commerce enables the
"always-on" of Internet access due to the emergence and development of mobile data networks (3G, 4G) Therefore, mobile commerce users can conduct mobile commerce transaction more effective and more efficiently
Time sensitivity: mobile commerce users can access to real-time information For example, they can know exactly how many items in stock or which stores are on sale
Security: Mobile devices have more security characteristics compared to PC and laptop Nabavi et al (2016)
The rapid increase in smartphone users is expected to make mobile commerce more beneficial for consumers than traditional e-commerce Mobile commerce offers innovative features that enhance application and data interaction, surpassing the capabilities of PCs and laptops This evolution has led to the emergence of services like location-based and context-sensing applications, as well as push delivery Additionally, advancements in mobile devices and internet technologies have given rise to super apps, providing consumers with added epistemic and conditional value, and creating entirely new service categories not found in electronic commerce.
Giaglis, 2012), attracting the interest of both scholars and practitioners to deeply explore and investigate more about mobile commerce (Kourouthanassis and Giaglis, 2012)
Mobile commerce presents certain disadvantages, particularly concerning the heightened risks associated with online shopping on mobile devices compared to traditional and electronic commerce Key issues include hidden and unconscious computing, location awareness services, and the immediacy of mobile activities, compounded by the limitations of small screens and reduced computing power of these devices (Yang and Zhang).
In the realm of mobile commerce, consumers face a psychological burden as they are expected to take responsibility for their actions, particularly when making online purchases They often conduct extensive searches to compare product information, prices, and quality, which adds to their decision-making process Additionally, the rise of mobile device viruses and malware poses significant threats to privacy and financial security, with hackers capable of stealing credit card information and personal data for fraudulent activities Consequently, perceived security and perceived risk have emerged as critical topics of research among information systems professionals, highlighting the need to explore these factors in understanding consumer intentions and behaviors in mobile commerce.
Continuance intention to use mobile commerce
Mobile service adoption encompasses both initial usage and ongoing engagement, highlighting the importance of retaining users in the competitive mobile commerce landscape For service providers, fostering continued usage is essential to ensure customer loyalty and satisfaction.
Despite extensive research on initial adoption, post-adoption factors such as continuance intention and usage have been less explored, particularly in mobile commerce (Yuan et al., 2014; Zhou, 2013c; Zhou, 2014) This study defines continuance intention as the individual's desire to continue using mobile commerce platforms (Bhattacherjee, 2001a; Bhattacherjee, 2001b; Bhattacherjee et al., 2015).
Numerous theories have been utilized to understand and forecast the continuance intention to use mobile commerce (MC), including the Theory of Reasoned Action, the Theory of Planned Behavior, and the Technology Acceptance Model Other significant frameworks include Information Systems Success, Innovation Diffusion Theory, and the Unified Theory of Acceptance and Use of Technology, along with extended models developed from these foundational theories Recent research has further explored the factors influencing users' ongoing engagement with mobile commerce, highlighting the evolving landscape of user behavior in this domain.
Recent research has shifted from traditional models to emphasizing personality traits and the complex structures of established variables For instance, Zhou (2013c) explores how resistance to change influences the continued use of mobile internet services, while Hartono et al (2014) refine a new measurement of perceived security in e-commerce Additionally, Park and Tussyadiah (2016) demonstrate that a multi-dimensional approach to perceived risk enhances understanding of the concept This study specifically examines the often-overlooked personality trait of CFC (consideration for future consequences) and its relationship with higher-order constructs of risk and security, aiming to understand its impact on the intention to continue using mobile commerce.
Previous studies on mobile commerce
2.3.1 Previous studies on mobile commerce context in a Vietnam context
Despite the global rise of mobile commerce, Vietnam remains under-researched in understanding the factors influencing the intention to adopt this technology Notable studies on mobile commerce adoption within the Vietnamese context include works by Phong et al (2018), Khoi et al (2018), Nguyễn Hữu Khôi (2019), Choi and Mai (2018), Dinh et al (2018), Lin and Nguyen (2011), Han et al (2016), and Phuong et al (2018), as summarized in Table 2-2.
Phong et al (2018) utilize the Theory of Reasoned Action to explore the motivations and obstacles associated with mobile shopping behaviors, identifying attitude, subjective norm, trust, and self-efficacy as key facilitators, while risk perception and cost serve as barriers Their research, based on a survey of 208 Vietnamese consumers and employing structural equation modeling, reveals that TRA effectively predicts consumer behavior in mobile shopping and highlights the significant impact of both promotional and barrier variables on the intention to engage in mobile shopping Similarly, Khoi et al (2018) incorporate three perceived values—utilitarian, hedonic, and social—into the Theory of Planned Behavior to analyze their effects on behavioral intention in the context of mobile commerce adoption in Vietnam Using a sample of 382 consumers and structural equation modeling, their findings demonstrate that these values exert both direct and indirect influences on attitudes and intentions towards mobile commerce adoption.
A 2019 study aimed to enhance understanding of the relationship between perceived value components and behavioral intention in mobile commerce It hypothesized that epistemic and conditional values impact utilitarian, hedonic, and social values, which in turn influence the intention to use mobile commerce Testing on a sample of 350 mobile service consumers using SmartPLS revealed that, aside from the insignificant impact of social value on behavioral intention and conditional value on hedonic value, most hypotheses were supported This research contributes significantly to both academic knowledge and practical applications Additionally, a summary of previous studies within the Vietnamese context, including independent, mediator, and dependent variables, along with key findings, is presented in Table 2-2 to provide a comprehensive overview of mobile commerce research in Vietnam.
Table 2-2: Previous studies on mobile commerce in a Vietnam context
TRA’s variables, promotion factors: perceived trust, self-efficacy; barrier factors: perceived risk and perceived cost
Intention to adopt mobile commerce
TRA’s variables have positive effects on intention to adopt mobile commerce; promotion factors have positive effects while barrier have negative effects on intention to adopt mobile commerce
Perceived behavioral control utilitarian, hedonic and social values
Attitude toward mobile commerce, subjective norms
Intention to adopt mobile commerce
TPB’s variables have positive effects on intention to use mobile commerce;
Utilitarian and hedonic have direct and indirect effect on intention to adopt mobile commerce
Utilitarian, hedonic and social values
Intention to use mobile commerce
The data supports all effects except for the impact of social value on mobile commerce usage intentions and the influence of conditional value on hedonic value.
(2018) e-service quality: usefulness, convenience, security, responsiveness, assurance e-Trust Consumer loyalty
Except for the impact of security on loyalty, all the remaining influences are supported by data
Conceptual research in order to explore motivations and barriers of mobile payment adoption integrated marketing communications can foster the adoption of mobile payment services in
Motivation: perceived usefulness, perceived ease of use Uncertainty: perceived risk, information on e-payment
Moderators: personal innovativeness in technology
Motivation factors have positive effects, while uncertainty factors have negative effects on e-payment use
Also, the moderating effects are supported by data
Personal innovativeness, system quality, content quality, service quality, perceived cost
Mediators: perceived usefulness, perceived ease of use, perceived playfulness
Moderators: gender, hedonic and utilitarian tendencies
Intention to use, mobile commerce usage
Perceived usefulness, perceived ease of use and perceived playfulness have positive effects on intention to use mobile commerce while perceived cost has a negative effect on mobile commerce use
Personal innovativeness, system quality, and content quality have positive effects on perceived usefulness, perceived ease of use and perceived playfulness The moderating effects of gender,
Findings utilitarian and hedonic tendencies are also supported
Service quality, system quality, information quality
Mediators: overall perceived service quality, customer satisfaction
Service quality, system quality, and information quality have positive effects on overall perceived service quality which, in turn, has a positive influence on customer satisfaction
Finally, customer satisfaction has a positive impact on repurchase intention
Previous research in Vietnam has primarily concentrated on the initial intention to adopt mobile commerce, with less emphasis on the continuance intention to use it Studies indicate that consumer loyalty, repurchase intention, and the ongoing use of mobile commerce are crucial for the sustainable growth of this innovative commerce model Without continued consumer engagement, mobile commerce service providers struggle to succeed Therefore, understanding the factors that influence the continuance intention to use mobile commerce is essential for retaining customers and enabling businesses to recover costs and generate profits This study will focus on the continuance intention rather than the initial adoption of mobile commerce within the Vietnamese context.
A literature review of previous studies in Vietnam highlights the application of established models like TPB, TRA, MISS, and TAM, often enhanced with variables related to consumer perceptions, such as values, costs, and benefits, to analyze behavioral intentions toward mobile commerce These studies reveal that while TPB, TRA, MISS, and TAM are effective in elucidating consumer behavior in Vietnam, consumer perceptions significantly influence intentions and actions regarding mobile commerce usage Consequently, this study posits that consumer perceptions play a crucial role in understanding the continuance intention to engage with mobile commerce, a notion supported by earlier research emphasizing the importance of factors like trust, risk, and security.
Research has highlighted the importance of examining both promotion and barrier factors in understanding consumer intentions and behaviors, as indicated by studies from Nabavi et al (2015), Yuan et al (2016), and Zhou (2014) Phong et al (2018) emphasize the need for a comprehensive approach that integrates these conflicting determinants Additionally, evidence shows that perceptions of these factors differ significantly between developed and developing countries (Hanafizadeh et al., 2014; Malaquias and Hwang, 2016) Therefore, it is essential to incorporate both promotion and barrier factors into a research model to gain insights into the continuance intention to use mobile commerce, particularly within the Vietnamese context Although perceived risk has been explored in prior studies (Nguyễn Hữu Khôi and Hồ Huy Tựu, 2017; Phong et al.), a holistic understanding remains necessary.
This study addresses the overlooked aspect of perceived security in mobile commerce by developing a research model that incorporates both perceived risk and security to explain users' continuance intention While these factors are recognized as crucial in influencing users' ongoing engagement with mobile commerce, existing research has not sufficiently explored their combined impact on repurchase intention within this context Furthermore, this study enhances understanding by employing a multi-dimensional approach to better conceptualize how perceived risk and security influence users' intentions to continue using mobile commerce.
Previous research has highlighted the significance of individual differences and personality traits in understanding consumer behavior (Parks-Leduc, Feldman, & Bardi, 2015) Studies by Walczuch and Lundgren (2004), Devaraj, Easley, and Crant (2008), and Junglas, Johnson, and Spitzmüller (2008) utilized the Big Five personality traits to analyze consumer acceptance of innovative technologies Additionally, Citrin, Sprott, Silverman, and Stem (2000) and Agarwal, Ahuja, Carter, and Gans have contributed to this understanding.
Research by Zhang et al (2012b) and others highlights the role of personal innovativeness in consumer adoption of information technology, yet Vietnamese scholars have paid limited attention to this area This oversight creates a gap in understanding how individual differences and personality traits influence consumer perceptions, such as perceived risk and security, as well as behavioral intentions like the intention to continue using mobile commerce This study emphasizes the significance of Consideration of Future Consequences (CFC), a variable that has been largely overlooked in Vietnam, despite its successful application in explaining (un)healthy eating behaviors (Olsen and Tuu, 2017b) By integrating CFC into a research model, this study aims to provide deeper insights into consumer perceptions of risk and security, ultimately enhancing strategies to foster and retain mobile commerce users in Vietnam.
In summary, this study from a Vietnamese perspective offers three key contributions: it elucidates the factors influencing consumers' continued intention to use mobile commerce, thereby providing valuable insights for enhancing customer loyalty Additionally, it investigates the impact of perceived risk and security on this intention, highlighting their significant roles Lastly, the research incorporates the consideration of future consequences to further explain how consumers' perceptions of risk and security affect their continued engagement with mobile commerce.
2.3.2 Previous studies on mobile commerce in an international context
The rapid advancement of mobile technologies has led to the rise of diverse mobile services, including mobile banking, mobile TV, mobile marketing, mobile learning, mobile entertainment, and mobile transactions Consequently, the acceptance of mobile technology has gained prominence, prompting numerous scholars to investigate the adoption process of these services Their research has identified and tested various determinants influencing the adoption of mobile services, significantly contributing to both theoretical understanding and practical applications in the field.
Previous research, including studies by Chong et al (2012), Khalifa and Shen (2008b), and Wei et al (2009), has employed various theories and models to forecast the behavioral intention to adopt mobile commerce A systematic literature review and meta-analysis by Gerpott and Thomas (2014) and Ovčjak et al further support these findings.
2015, Shaikh and Karjaluoto, 2015, Zhang et al., 2012b), most of widely adopted theories are theory of reasoned action (Ajzen and Fishbein, 1980, Fishbein and Ajzen,
1977), Theory of Planned Behavior (Ajzen, 1991), technology acceptance model (Davis,
1989), information systems success (DeLone and McLean, 1992, Delone and McLean,
The article discusses several key theories related to technology adoption, including the innovation diffusion theory by Rogers (1995) and the unified theory of acceptance and use of technology by Venkatesh et al (2003) It also references extended models based on these foundational theories, such as those proposed by Khalifa et al (2012) and Khalifa and Shen (2008b) A summary of these widely adopted theories and their main characteristics is presented in Table 2-3.
Table 2-3: Some widely adopted theories of adoption
Theory of reasoned behavior (TRA)
Individuals’ intention to adopt new technology and information system is predicted by their attitude (toward the new technology and information system) and subjective norms Theory of planned behavior
Ajzen's (1991) theory of planned behavior expands on the theory of reasoned action by incorporating perceived behavioral control, suggesting that behavioral intention is influenced by attitudes, subjective norms, and perceived behavioral control Additionally, the Technology Acceptance Model (TAM) further explores how these factors affect individuals' acceptance and use of technology.
Conclusion of the literature review
This study aims to develop an integrated model that combines individual difference variables, specifically consideration of future consequences (CFCs), with perceived risk and security to effectively explain the continuance intention to use mobile commerce By building on existing frameworks such as the Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB), this research seeks to enhance the understanding of consumer behavior in the mobile commerce context The investigation addresses four key research gaps: the impact of CFCs on continuance intention, the combined influence of perceived risk and security, the relationship between CFCs and these perceptions, and the moderating effect of CFCs on the interplay between perceived risk, security, and continuance intention in mobile commerce.
Summary
This chapter presents a literature review aimed at providing a thorough understanding of mobile commerce, highlighting its distinct advantages over other commerce types It explores the potential of mobile commerce in Vietnam and its adoption among Vietnamese enterprises The chapter also reviews established theories of adoption, noting that while individual difference variables are often utilized to enhance predictive models, Consumer Focused Constructs (CFCs) remain largely overlooked in the mobile commerce context Additionally, it discusses research contributions from both international and Vietnamese scholars, enriching the overall discourse on mobile commerce.