M‐payment service: Interplay of perceived risk,benefit, and trust in service adoption

This study aimed to examine the effects of perceived risk, perceived benefits, and trust on consumers’ intention to use mobile payment, or m‐payment. In addition, different effects of some demographic factors (e.g., income, age, education) on m‐payment usage were examined. The sample of 457 respondents was used to analyze the causal relationships between the variables and the mean differences of demographic factors in consumer intention to use m‐payment. The results supported the negative relationship between perceived risk, trust, and consumer intention to use m‐payment. A positive relationship between perceived benefits and trust was found. This study revealed that trust mediated consumer intention to use m‐payment. In individual differences of m‐payment adoption, education influenced the relationship between perceived risk and intention to use m‐payments as well as the relationship between trust and intention to use m‐payment. This study provided insights into consumer differences regarding m‐payment adoption and the mediating role of trust between perceived benefits, perceived risk, and intention to use m‐payment.     

The intention–behaviour gap in technology usage: the moderating role of attitude strength

Extant theories of information technology (IT) usage present users' behavioural intention as the primary predictor of their IT usage behaviour. However, empirical evidence reveals only a low-to-medium effect size for this association. We call this inconsistency the ‘intention–behaviour gap’, and argue that a clearer understanding of this gap requires a deeper theoretical examination of the conditions under which intentions may or may not influence behaviour. Drawing on recent attitude theoretic research in social psychology, we distinguish between two types of attitudes – strong versus weak – and suggest that the intention–behaviour association may hold for users with strong attitudes but is likely to be weaker for those with weak attitudes. Using the elaboration-likelihood model, we propose two dimensions of attitude strength relevant to the IT usage context – personal relevance and related expertise – and theorise them to moderate the intention–behaviour association in a positive manner. Results from a longitudinal field survey of document management system usage among governmental employees at L'viv City Hall, Ukraine support our theoretical hypotheses. Theoretical and practical implications of our findings are discussed.     

Do customization programs of e-commerce companies lead to better relationship with consumers?

The purpose of this study is to propose a model that explains the consumers’ perception of customization in e-commerce. This study suggests two determinants of consumer attitude toward the e-commerce website with customization options: perceived participation and perceived company responsiveness. Consumer attitude was posited to influence consumers’ intention to consider a long-term relationship with an e-commerce company. In this model, two consumer characteristics—consumer expertise and preference stability—were considered as moderators of the relations between consumers’ perception of participation and company’s responsiveness and consumer attitude toward the customization program. The model was tested by structural equation modeling (SEM) using AMOS 14.0, and the posited relations were confirmed. The moderating effect of preference stability was found significant. The perceived participation level of those with a more stable preference influenced their attitude toward the customization experience, while the company’s responsiveness was influential only for those with a less stable preference.     

The effects of product involvement and impulse buying on purchase intentions in mobile text advertising

While research in mobile advertising is abundant, limited attention has been paid to date to how consumers respond to mobile advertisements for different product categories and in which way impulsivity affects intentions to purchase. In this paper, we study the dimensionality of the product involvement construct and its effects on consumers’ purchase intentions via a simulated field experiment (N = 736). We show that the cognitive dimension of product involvement and impulsiveness significantly affect purchase intentions. We also present that the relationship between product involvement and purchase intention is moderated by the consumers’ impulse buying personality traits. These findings progress the current state-of-the-art in mobile advertising research, while also having significant practical consequences for the design of effective mobile SMS advertising campaigns.     

Towards an understanding of the consumer acceptance of mobile wallet

This study seeks to validate a comprehensive model of consumer acceptance in the context of mobile payment. It uses the unified theory of acceptance and use of technology (UTAUT) model with constructs of security, trust, social influence, and self-efficacy. Structural equation modeling is used to construct a predictive model of attitudes toward the mobile wallet. Individuals’ responses to questions about attitude and intention to adopt/use a mobile wallet were collected and analyzed with various factors modified from UTAUT. While the model confirms the classical role of technology acceptance factors (i.e., perceived usefulness and ease of use are key antecedents to users’ attitude), the results also show that users’ attitudes and intentions are influenced by perceived security and trust. In the extended model, the moderating effects of demographics on the relations among the variables were found to be significant. The proposed model brings together extant research on mobile payment and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and actual system usage.     

In-store shopping with location-based retail apps: perceived value,consumer response,and the moderating effect of flow

Bricks-and-mortar retailers have recently begun to utilize mobile applications delivering location-based services (LBS) as part of their omni-channel strategy to provide consumers with new in-store experiences. In light of this trend, this study examined how consumers’ value perception influences their intention to use LBS in the store and their behavioral responses as well as the moderating effect of flow on the relationships between the perceived benefits/costs and the perceived value of LBS usage. The results indicated that benefits (perceived usefulness and perceived enjoyment) and costs (perceived complexity and perceived privacy risk) were influential antecedents shaping consumers’ value perception of LBS, which in turn impacted their intention to use LBS and behavioral responses (search and purchasing using LBS). Also, we found that the negative relationship between the perceived costs and perceived value was attenuated in high flow states than in low flow states

     

Service co-creation in social media: An extension of the theory of planned behavior

Social media have become a major channel through which consumers interact with firms and other consumers. This paper examines the factors that drive consumers to co-create in social media and proposes a theoretical model that extends the theory of planned behavior to include perceived usefulness as a key antecedent of consumer attitudes toward co-creation in social media. The model was tested using responses from 743 Chinese consumers. Results of structural equation modeling confirmed that perceived usefulness was an antecedent of consumer attitudes toward co-creation in social media. The relationship between perceived usefulness and customer attitudes toward co-creation was moderated by the level of consumer involvement, and that relationship was found to be more salient for a high rather than a low level of consumer involvement. Practical and theoretical implications are given.     

How do internet surfers become online buyers? An integrative model of e-commerce acceptance

The present study attempts to analyse the factors that determine e-commerce adoption by final consumers. In particular, following Taylor and Todd's approach (Taylor, S. and Todd, PA., 1995 understanding information technology usage: a test of competing models. Information Systems Research, 6(2), 144–176), an overall adoption model of internet shopping is propounded, which includes the most relevant approaches in e-commerce adoption literature: the theory of planned behaviour and the technology acceptance model. The proposed theoretical model is applied on two different samples: one composed of internet users with no previous experience of virtual shopping, and another formed by subjects that have already made online transactions previously. The results obtained reveal that for both groups the attitude towards e-commerce, influence from a relevant third party and perceived usefulness in the system constitute the main direct determinants of the intention of virtual commerce adoption. Perceived behavioural control does not affect, on the contrary, the intention to shop on the internet in the future.     

Understanding online purchase intentions: contributions from technology and trust perspectives

This paper explores factors that influence consumer's intentions to purchase online at an electronic commerce website. Specifically, we investigate online purchase intention using two different perspectives: a technology-oriented perspective and a trust-oriented perspective. We summarise and review the antecedents of online purchase intention that have been developed within these two perspectives. An empirical study in which the contributions of both perspectives are investigated is reported. We study the perceptions of 228 potential online shoppers regarding trust and technology and their attitudes and intentions to shop online at particular websites. In terms of relative contributions, we found that the trust-antecedent ‘perceived risk’ and the technology-antecedent ‘perceived ease-of-use’ directly influenced the attitude towards purchasing online.     

Mobile advertising avoidance: exploring the role of ubiquity

Drawing upon prior research on Internet information privacy concerns, this study examines the effects of perceived ubiquity on consumers?? acceptance of mobile advertising. We postulate that, due to increasing unethical information practice, ubiquity can be perceived both positively and negatively, exercising complex effects on trust, risk, attitude, and intention to delete the ad. With 510 Japanese general consumers, our findings indicate that perceived ubiquity significantly strengthens trust and attitude toward the ad, while none of the negative effects are confirmed. Perceived ubiquity is therefore generally accepted as a favorable utility of mobile communication, leading to more likely acceptance of the ad it delivers. In closing, theoretical and managerial implications are discussed, and important limitations are recognized.     

An exploratory study on mobile banking adoption in Indian metropolitan and urban areas: a scenario-based experiment

Security concerns have thwarted the widespread adoption of mobile banking in India. To respond to the concerns of Indian banks and their customers, we present in this paper our exploratory attempts to understand how the levels of security affect perceived risk and control and ultimately, adoption of mobile banking by Indian customers. This study also examines the moderating influence of the type of city on the relationship between security levels and risk/control perceptions associated with mobile banking. Using a scenario-based experiment, we classified security-enhancing approaches into three categories and examined their effectiveness in decreasing Indian customers’ perceived risk, increasing their perceived control, and then in turn, facilitating mobile banking adoption. Our findings reveal the important role of perceived risk and control in influencing customers’ intention to adopt mobile banking. Moreover, perceived risk and control significantly influenced mobile banking adoption by customers in urban areas, but only perceived control significantly influenced mobile banking adoption by metropolitan customers. Additional analyses show that customers’ risk and control perceptions differ according to the level of security; however, these perceptions do not have a significant influence on risk and control.     

Behavioral intention in social networking sites ethical dilemmas: An extended model based on Theory of Planned Behavior

The expanding use of social networking sites (SNSs) and their flexible functionalities allow individuals to use these sites in unexpected and unethical ways. SNS users face ethical dilemmas each day and they need to decide how to behave in these cases. The aim of this study was to identify the influential factors that have an impact on individuals' ethical decision-making and propose a model of the factors that are significant in the ethical decision-making process in the SNS context. This study employed the Theory of Planned Behavior (TPB) and included personal normative beliefs, moral intensity, perceived threat of legal punishment to the main constructs of TPB namely attitude, subjective norms, perceived behavioral control to predict the behavioral intention using a scenario based questionnaire. The moderating effects of several factors, including age, gender, level of income, ego strength, locus of control and religion, were investigated for the probable effect on the proposed model. Derived from a designed procedure, several scenarios were constructed, of which four were selected to be embedded in the survey instrument. With 441 returned questionnaires in hand, the collected data were analyzed using the partial least squares–structural equation modeling technique. The results showed attitude to be the most influential factor, followed by subjective norms, perceived behavioral control, personal normative beliefs, and moral intensity. Level of education, age, and scenario also showed a significant effect on the relation between predictors and behavioral intention.     

A study of executives' use of biometrics: an application of theory of planned behaviour

Biometrics has become an important alternative in user authentication to a system. The Brunei Government has embarked on various e-government projects. Some of these projects embed biometric mechanism for authentication. The acceptance of biometric security services appears to be affected by several factors, some of which may be the personal attitude of the users, influences of normality and context in which it is used. The study focuses on 155 executives from the 10 ministries of Brunei Darussalam to explore the behavioural intent of the executives towards biometrics through their attitudes. The theory of planned behaviour (TPB) was used as a reference framework, to understand the intention of using biometrics. The data analyses through Smart-PLS suggest that government officers’ attitudes towards biometrics is a predictor of behavioural intention, whereas, subjective norms is a predictor of attitude, perceived behavioural control, behavioural intention and behaviour, i.e. the use of the biometric technology. The implications of these findings are discussed and some conclusions are drawn.     

Understanding consumers’ continuance intention towards mobile advertising: a theoretical framework and empirical study

While issues regarding mobile advertising have captured the interest and attention of both practitioners and academics, in practice success stories are rare. An understanding of the continuance intention to use such services can provide insights into failed mobile marketing campaigns, and help to improve the implementation of future ones. Therefore, it is important to examine the underlying drivers of loyalty with regard to mobile advertising. This study uses the expectation–confirmation model in conjunction with the perspectives of value and trust to derive an integrated model to better understand the motivations behind consumers’ continued use of mobile advertising. We conducted an empirical study consisting of an online survey of 508 consumers who had experience with mobile advertising. The results show that perceived value, perceived usefulness, and satisfaction all directly influence continuance intention. Furthermore, consumer satisfaction has a crucial intervening role in the relationships that perceived value, perceived usefulness, and confirmation have with continuance intention. The theoretical and practical implications of the findings are discussed. One key limitation of this research is that the majority of respondents were students, although this group is the chief user of mobile advertising. Future research could be extended to consider other drivers of loyalty in this context, such as cultural differences and personal behavioural characteristics.     

Role of user a priori attitude in the acceptance of mobile health: an empirical investigation

The objective of this research is to investigate the role of user attitude toward the activity supported by a mobile health application in the overall technology acceptance equation. For that, a perceived risk-motivation theoretical model integrating user attitude on quitting smoking was developed and tested empirically with 170 participants from the UK for the context of using cell phones to support smoking cessation interventions. Results show an attitude favourable to quitting smoking has a negative effect on the perceived risk, no significant effect on the motivation, and a small positive influence on the behavioural intention associated with using the mobile health service. Overall, having a positive a priori attitude toward a healthy activity is not a sufficient reason to make users accept a mobile service supporting that activity.     

Examining the effects of utilities and involvement on intentions to engage in digital piracy

Reflecting scholars' growing interest in the utilitarian aspects of consumer digital piracy, this research examines two types of utilities associated with obtaining digital files (i.e. the utility of downloading pirated files and of purchasing copyrighted files) as factors driving consumer intentions to download pirated files. Moreover, we extend the findings of previous studies by including film/music involvement as a moderator between those utilities and intentions. The conceptual model was tested on a sample of 943 adult consumers. The results of our study confirm that the utility of purchasing copyrighted files has a negative influence on the intention to download pirated files, while the influence of the utility of downloading copyrighted files is positive. The moderating effect of film/music involvement was only found to be significant for the relationship between the utility of downloading pirated files and intentions. Based on these findings, implications for the affected industries are discussed, as well as future research opportunities.     

Domestic Technology Adoption: Comparison of Innovation Adoption Models and Moderators

Domestic technologies, such as assistant robots, have the potential to provide considerable assistance to families in societies with aging populations and increasing labor costs. This study intends 1) to test a series of innovation adoption theories to examine which models may better predict consumer behavioral intention toward the use of domestic technologies and 2) to examine whether lead‐usership and global identity predict intentions. With the floor cleaning robots as target products of the survey and employing a sample of 299 potential consumers in Taiwan, a rapidly aging society, this study finds: 1) the theory of planned behavior (TPB) model accounts for 55% of the variance and better predicts purchase intention than the technology acceptance model and the theory of reasoned action. 2) In the nested TPB model, the effects of usefulness and ease of use on intentions are fully mediated by attitude. 3) When including 2 additional constructs, global identity and lead‐usership, the explanatory power of the extended TPB model rises from 55% to 66%. 4) Lead‐usership moderates the link between attitude and intentions, that is, the stronger the lead‐usership the weaker the effect of attitude on intentions. 5) As lead‐usership and global identity are included in the model, the impact of perceived behavioral control vanishes. 6) Subjective norms moderate (weakening) the effect of attitude on adoption intentions; thus, word of mouth and peer pressure could be powerful communication tools to persuade follower consumers to adopt domestic technologies, such as family robots.     

Time effect of disconfirmation on online shopping

To succeed in the rapidly growing and highly competitive e-commerce environment, it is important to understand the relationship between the cognition and continued usage behaviour of online shopping customers as they relate to enhancing customer conversion and retention. A longitudinal perspective is adopted in this study and expectation disconfirmation theory is applied to examine how disconfirmation influences the relationship between customer expectations and repurchase intentions when considering the effect of time. This work aims at (1) identifying the relationships between the pre-purchase expectations and post-purchase attitudes of online consumers; (2) elucidating how previous purchase experience influences subsequent purchase intention; and (3) examining the moderating role of disconfirmation in an online shopping context. The results provide useful implications for the management of customer expectations and future purchase behaviour in customers with different levels of disconfirmation.     

Perceived values and prospective users’ acceptance of prospective technology: The case of a career eportfolio system

Technology-acceptance tests are traditionally conducted after users have obtained at least a certain amount of experience with a technology. Taking college students who had no real interaction with a prospective eportfolio system, this study investigated both their perceptions of the system and the perceptions’ association with attitude towards and intention of using the system. A pre-implementation value-assessment model was proposed, and the results indicate that for prospective users, attitudes appear to have the strongest significant direct effect on usage intentions. Perceived functional value serves as the preliminary conditions that mediate the effect of the perceived epistemic value on attitude. Perceived contextual value influences users’ attitude and intention via the mediation of perceived epistemic value and perceived functional value. This model provides a systemic understanding of prospective users’ perceptions of the system, and such an understanding can help change agents to examine their assumptions about prospective users’ perceptions concerning the value and acceptance of a new technology.     

Explaining physicians’ acceptance of EHCR systems: An extension of TAM with trust and risk factors

This paper explains physicians’ acceptance, in terms of usage intentions, of a central component of health information technology: electronic health care records (EHCR systems). For this purpose, the original version of the Technology Acceptance Model (TAM), which included perceived usefulness, perceived ease of use, attitude towards usage, and usage intentions, is extended with trust and risk-related factors such as physicians’ perceptions of institutional trust, perceived risk, and information integrity. The results stress the special importance of attitudinal factors (attitude towards usage and perceived institutional trust) and cognitive instrumental processes (mainly, usefulness perceptions) in determining physicians’ intention to use EHCR systems. Perceptions of institutional trust exerted strong direct effects on physicians’ perceived usefulness, perceived ease of use, and attitude towards the use of EHCR systems. In addition, trust fully mediated the influences of perceived risk and information integrity perceptions on physicians’ acceptance of EHCR systems.