Are personal innovativeness and social influence critical to continue with mobile commerce?

Abstract

Purpose – The purpose of this paper is to report a study investigating the impact of personal innovativeness in information technology (PIIT) and social influence on user continuance intention toward mobile commerce (m-commerce) in the USA. Design/methodology/approach – A survey was conducted among undergraduate and graduate mobile users in a regional university. Structural equation modeling procedures were deployed to analyse 323 valid data points. Findings – The study found that among well-educated m-commerce users, user personal innovativeness as measured by PIIT and perceived usefulness, the determinants of initial adoption, remain as strong determinants of user continuance intention. PIIT also remains as the antecedent of perceived ease of use. Social influence has changed the pattern of influence on continuance intention. Research limitations/implications – This study is unable to investigate m-commerce user expectations and satisfaction levels. The small and convenient sample does not offer guarantee of the findings. Practical implications – M-commerce providers should pay adequate attention to personal innovativeness, since it affects mobile user willingness and capability to welcome and adapt to new services and features. They should always utilize social channels to gather feedback, to distribute new changes or features, and to exert positive influence. Originality/value – This study is one of the few examining the effect of PIIT in a post-adoption context and confirms its long-term psychological influence on continuance intention toward m-commerce. This study is also one of the initial to use discursive power perspective to study social influence on continuance intention in the mobile context.

Determinants of users’ intention to adopt m-commerce: an empirical analysis

“…Fan et al (2005) found that, compared with perceived ease of use and perceived usefulness, social influence had more impact on a user's acceptance of m-commerce. Lu (2014) found that, compared with perceived ease of use, perceived usefulness is more often identified as a mediator of social influence. Social influence has been found to be both a determinant (Lu 2014;Wei et al 2009) and an antecedent (Chan and Chong 2013;Sadia 2011) of m-commerce adoption.…”

“…Social influence has been found to be both a determinant (Lu 2014;Wei et al 2009) and an antecedent (Chan and Chong 2013;Sadia 2011) of m-commerce adoption. Similar findings on the effect of social influence on m-commerce adoption can be found in studies by Bhatti (2007), Chan and Chong (2013), Chong et al (2012), Khalifa and Cheng (2002), Lu (2014), Min et al (2008) and Wei et al (2009). Therefore, we propose the following hypotheses:…”

“…Social influence is defined as ''the degree to which an individual perceives that important others believe he or she Determinants of users' intention to adopt m-commerce: an… should use the new system'' (Venkatesh et al 2003a, p. 451). It is equivalent to the subjective norm, which is represented as in the theory of reasoned action, the theory of planned behavior, the extended TAM known as TAM2, and UTAUT as a direct determinant of behavioral intention (Lu 2014). Fan et al (2005) found that, compared with perceived ease of use and perceived usefulness, social influence had more impact on a user's acceptance of m-commerce.…”

Investigating the effect of m-commerce design usability on customers’ trust

“…We strongly believe that with the widespread deployment of wireless technologies, the m-commerce will replace the paradigm of electronic business. With this in mind, several studies wondered the role of top m-commerce design to accommodate a certain usage behavior [23][24][25]. Therefore, this study is being carried out to determine the effect of m-commerce design usability on customers' trust.…”

El éxito del Comercio Móvil B2C: factores de adopción y propuestas de valor de las empresas

“…La tecnología móvil constituye en nuestros días un hecho social. La utilización de dispositivos móviles en las compras es percibida por los individuos como un signo de estatus (Hsu et al, 2007), y la influencia del grupo en la decisión de adoptar este canal está ampliamente contrastada (Gu et al, 2009;Lu, 2014 móviles luchan por destacar con la publicidad la idea que la utilización del dispositivo móvil es consistente con los valores y necesidades de los potenciales clientes (Chen, 2008), buscando representar la afinidad del dispositivo con la vida de los potenciales clientes (Bigné et al, 2007). En este sentido, es interesante resaltar las ventajas que reporta a ambas partes de la relación el marketing de permiso y la integración del comercio móvil en el CRM de la empresa (el denominado Mobile-Crm) (Awasthi y Sangle, 2012).…”