No abstract

Mobile payment is an emerging and important application for e-commerce and traditional offline commerce. This study investigates the determinants of the intention to use mobile payment services (MPS) and the extent to which these relationships are moderated by gender. For this purpose, a conceptual model is proposed by extending the UTAUT model with perceived risk. Data are from a web-based survey conducted using South Korean consumers (n = 528). Structural equation results reveal that performance expectancy and social influence have a positive effect on the intention to use MPS, whereas privacy risk has a negative effect. Gender was found to moderate two paths in the model, such that a high level of facilitating conditions increased the intention to use MPS for males but not for females, whereas privacy risk decreased the intention to use MPS for females but not for males. Theoretical and managerial implications for researchers and marketing practitioners are also discussed.

No abstract

This study developed a composite measure of green consumption behaviors, incorporating multiple dimensions of green consumption behaviors. As a result of an extensive literature review, four value orientations were proposed: health-related egoistic value orientation, resourcerelated egoistic value orientation, altruistic value orientation, and biospheric value orientation. And a composite measure of green consumption which measured green consumption behavior manifesting the suggested value orientations were proposed and empirically tested using a Korean sample. After empirical testing and validating the proposed composite measure according to the measurement validation procedure proposed by Nunnally (New York: McGraw-Hill Book Company, 1978), the composite measure of green consumption behaviors was revised to three dimensions of green consumption behaviors: health-conscious green consumption behavior, resource-conscious green consumption behavior, and socially conscious green consumption behavior that combined originally suggested altruistic and biospheric value orientations. A multivariate regression analysis was employed to test the usability of the composite measure of green consumption behaviors and to identify the determinants of green consumption behaviors. As hypothesized, the results of regression analysis showed that perceived consumer effectiveness, reference persons, and perceived market situation are significant determinants of green consumption behaviors, and the effects of environmental concern and socioeconomics are limited. Based on these findings, public policy and marketing implications that promote green consumption are also proposed.

No abstract