A structural model for intention to continue usage of m-commerce

ABSTRACT:

Mobile commerce (m-commerce) is a hot topic. The intention to continue using information systems is of great interest to many scholars and businesses. Based on the theoretical foundations of IS success, TAM, UTAUT, and related works, this study proposes a structural model to explore the intention to continue using m-commerce. The study finds that the antecedents of social influence, perceived usefulness, mobility, and perceived enjoyment - intermediate elements of trust and user satisfaction all have a structural relationship with the intention to continue using m-commerce.

Keywords: continue usage, intention, m-commerce, trust, user satisfaction.

1. Introduction

Mobile devices take a central place in driving e-tailers (Liao et al., 2020). Globally, web-enabled devices such as smartphones and tablets have evolved into essential tools for communication, information, and entertainment. In recent years, smartphone adoption rates have reached more than 80% in both developed and developing countries. At the same time, the frequency of smartphone use per day is constantly increasing (Wigginton, 2017). In 2022, the number of mobile Internet users is 5.18 billion (Statista, 2023), indicating that more than 90% of the global Internet population uses mobile devices for e-services. It is the development of smart mobile devices along with the growth of commerce but with limited time and place that has led to the development of a new type of e-commerce - classified mobile commerce (m-commerce), by technology and service sectors (Cabanillas et al., 2016). In Vietnam, the number of people using e-commerce transactions on mobile phones is quite large. According to World Bank (2020), since Vietnam announced the first infection, the number of orders on the online commerce site Tiki has exploded, and the online sales of major retailers have also skyrocketed. According to Google (2020), the average growth rate for the whole period of 2015-2025 of Vietnam's e-commerce is 29%, Vietnamese-scale electronic companies will reach 43 billion USD and ranked 3rd in ASEAN; m-commerce platforms in Vietnam on Shopee, Lazada, Tiki, and Sendo recently have also increased food and essential goods to meet user needs. According to VOV (2023), the rate of smartphone usage in Vietnam ranks 9^th in the world at about 68.1%, with the time spent accessing the Internet more than 3 hours a day.

The model of Information Systems success (IS success) of Delone & McLean (1992; 2003), the Technology Acceptance Model (TAM) of Davis (1989), the Unified Theory of Acceptance and Use of Technology of Venkatesh et al. (2003) are foundational studies related to the intention to continue usage. Besides, the works of Pavlou (2003); Cabanillas et al. (2016); Singh et al. (2017); Illescas et al. (2020); Kalinic et al. (2023) are experimental studies related to the intention to continue usage in the context of m-commerce. Although m-commerce has great potential, there are not many relevant studies on academia in Vietnam. Hence, in-depth research on m-commerce is essential and meaningful in both theory and practice.

2. Literature Review

2.1. Mobile commerce (m-commerce)

Mobile commerce (m-commerce) refers to business activities conducted through wireless telecommunications networks (Zhang et al., 2012). With the widespread popularity of mobile devices (e.g., smartphones, laptops, tablets…) as well as increasingly powerful mobile technologies such as 3G/4G and IoT, m-commerce has emerged as a new business phenomenon and has become a market with great potential. Besides, m-commerce offers an ever-expanding range of services (Kalinic et al., 2023), including mobile banking, mobile marketing, and other services. Many scholars have attempted to investigate m-commerce services, for example, mobile financial services, mobile banking, mobile transaction, and big data (Saritas et al., 2023).

2.2. Foundational Theory

The Information systems success (IS success) model is introduced by Delone & McLean (1992), which is based on the three levels of information of Shannon & Weaver (1948) and extensions of Mason (1978), together with the synthesized and evaluated research papers on successful information systems. Delone & McLean (1992) showed that the success of an information system can be assessed based on the quality of the information system - the system quality, and the quality of the output of the information system - the information quality. These two factors can affect user satisfaction and systems use.

The Technology Acceptance Model (TAM) is introduced by Davis (1989) which is an adaptation of the Theory of Reasoned Action (TRA) of Fishbein & Ajzen (1975) specifically adapted to model user acceptance of information systems. According to Davis (1989), user acceptance of information systems is based on perception that leads to intention and behavior. The three important components of the TAM model include perceived ease of use, perceived usefulness, and attitudes toward use.

Extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) was developed by Venkatesh et al. (2012), based on the UTAUT of Venkatesh et al. (2003). Accordingly, UTAUT2 predicted the technology adoption and use behavior of an organization or individual. With the addition of three factors, namely hedonic motivation, price value, and habit, into the UTAUT. The UTAUT2 can be said to have overcome the incompleteness of the previous theories of TRA, TAM, and UTAUT and has also been applied by many researchers in new technology adoption models.

Figure 1:  Structural model of intention to continue usage of m-commerce

2.3. Research Model

The Research model is proposed with three components, including the antecedents of social influence, perceived usefulness, mobility, and perceived enjoyment; intermediate elements of trust, and user satisfaction; and outcome factor of intention to continue usage, details are shown in Figure 1. Accordingly, the research model is referenced from the theories of IS success of Delone & McLean (1992; 2003), TAM of Davis (1989) and TAM2 of Venkatesh & Davis (2000), UTAUT of Venkatesh et al. (2003) and UTAUT2 of Venkatesh et al. (2012), and related works of Pavlou (2003); Hsu & Wang (2011); Cabanillas et al. (2016); Illescas et al. (2020); Kalinic et al. (2023). The details of the constructs are as follows:

Social influence (SOI) is defined as the degree to which an individual believes that others should use the new system (Venkatesh et al., 2003). The influence of referrals from friends and relatives often called word-of-mouth marketing, has great significance in encouraging consumers to accept m-commerce (Kalinic et al., 2023). Social influence affects the trust of consumers when intending to purchase online (Singh et al., 2017).

Perceived usefulness (PEU) is defined as the subjective probability of a potential user that using a particular system will improve job performance in an organizational context (Davis, 1989). Most of the services provided through m-commerce can also be provided as e-commerce (Kalinic & Marinkovic, 2015). Perceived usefulness is generally considered to be the most reliable predictor of consumer satisfaction with online banking services (Cabanillas et al., 2016).

Mobility (MOB) is defined as the ability to move around and the ability to get from one place to another using one or more modes to meet daily needs (Venkatesh, 2019). Meanwhile, mobile devices increasingly meet the need for flexible mobility, and the independent use of time and space becomes more and more important for both consumers and suppliers (Kalinic & Marinkovic, 2015). Mobility is an important predictor of user satisfaction (Illescas et al., 2020).

Perceived enjoyment (PEE) is defined as the degree of pleasure and comfort beyond performance outcomes (Venkatesh & Davis, 2000). Perceived enjoyment can occur not only in brick-and-mortar retails but also in online contexts (Venkatesh & Davis, 2000). Perceived enjoyment is the most important predictor of satisfaction in the context of mobile apps (Chao, 2019).

Trust (TRU) is the trust of users in the mobile device being used to conduct online transactions (Pavlou, 2003). Trust is rooted in information systems and mobile systems, and trust has a significant positive influence on the relationship between consumer trust and their satisfaction (Cabanillas et al., 2016). Especially, trust and user satisfaction are two closely related constructs that have been examined in many studies (Cabanillas, 2019). Thus, based on the related works of Cabanillas et al. (2016); Wijoseno & Ariyanti (2017); Singh et al. (2017), under m-commerce, these following relationships are proposed:

- P1_a: Social influence has a positive relationship with trust.

- P1_b: Perceived usefulness has a positive relationship with trust.

- P1_c: Mobility has a positive relationship with trust.

- P1_d: Perceived enjoyment has a positive relationship with trust.

User satisfaction (USS) is used as a proxy for the success of information systems in general (DeLone & McLean, 1992). User satisfaction has been used as a measure of the success of information systems since the early years of evaluating information systems, and satisfaction has become one of the measures used most widely about the success of information systems (Cabanillas et al., 2016). User satisfaction is known as the general attitude of users towards m-commerce from experiences accumulated through the behavior of using the system (Cabanillas et al., 2014). Hence, based on related works of DeLone & McLean (1992; 2003); Cabanillas et al. (2016); Illescas et al. (2020), under m-commerce, these following relationships are proposed:

- P2_a: Social influence has a positive relationship with user satisfaction.

- P2_b: Perceived usefulness has a positive relationship with user satisfaction.

- P2_c: Mobility has a positive relationship with user satisfaction.

- P2_d: Perceived enjoyment has a positive relationship with user satisfaction.

Intention to continue usage of m-commerce (ICU) is used as a predictor of actual behavior, which is very important and well-established in information systems and related disciplines (Venkatesh et al., 2003). Intention to continue usage refers to the degree of continuity of a person's intention to perform a specified behavior (Chen, 2017). Besides, m-commerce providers should focus on ensuring they are satisfied, as customer satisfaction has a positive effect on the intention to continue usage m- commerce (Marinkovic & Kalinic, 2017). When users find that m-commerce supports them in different situations with excellent quality and they are satisfied with their initial experience, it can lead to the intention to continue usage of m-commerce (Kalinic et al., 2023). Thus, under m-commerce, the following relationship is proposed:

- P3: Trust has a positive relationship with the intention to continue usage.

- P4: user satisfaction has a positive relationship with the intention to continue usage.

2.4. Model signification

The work proposes the model for intention to continue usage of m-commerce, which is based on theories of Information Systems success (IS success), Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and related studies. Accordingly, the theoretical model accomplishes the relationship between the antecedents (social influence, perceived usefulness, mobility, and perceived enjoyment) - the intermediate elements (trust and user satisfaction) and the outcome factor (intention to continue usage) in the context of m-commerce. The research result contributes to supplementing the theoretical basis for the theories of IS success, TAM, TAM2, UTAUT, and UTAUT2.

In particular, under the context of m-commerce, the results testing of the theoretical model will contribute to confirming and validating the intention to continue usage of m-commerce - post-deployment stage of an information system service or product in the acceptance and use of information systems, and will contribute to improving the information systems success, that is the next stage of the pre-deployment - intention to use, and deployment - systems use.

3. Conclusion

3.1. Theoretical implication

In this study, the antecedents, mediators, and outcomes of the research on intention to continue usage in the context of m-commerce, the author have focused on the structurally important components of the intention to continue usage, namely social influence, perceived usefulness, mobility, and perceived enjoyment - trust and user satisfaction - intention to continue usage. This is consistent with the theories of IS success, TAM, and UTAUT, and has a certain contribution to model expansion in theories of information system success and technology adoption. Interestingly, this work is one of the works in Vietnam emphasizing the post-deployment stage of the acceptance and use of information systems. While (Cabanillas et al., 2014) investigated intention to use, Illescas et al. (2020) considered systems use, this study evaluated the entire process, from the intention to use, the systems use to the intention to continue usage. This study also contributes to building a theoretical model and theoretical basis in the context of modern information systems - m-commerce.

3.2. Limitation and future work

The research model did not fully consider antecedents (e.g., system quality, service quality, ease of use, price value), intermediaries (e.g., usage intention, systems use), outcome components (e.g., individual impact, organizational impact, net benefits) as mentioned in theories of information system success and technology adoption. This limitation may point to promising future research directions. In future work, author will calibrate the research model, collect data with m-commerce consumers, and analyze the structural model to test the theoretical model.

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MÔ HÌNH CẤU TRÚC VỀ Ý ĐỊNH

TIẾP TỤC SỬ DỤNG THƯƠNG MẠI DI ĐỘNG

• NGUYỄN DUY THANH¹

• NGUYỄN THỊ CẨM¹

¹Trường Đại học Ngân hàng TP. Hồ Chí Minh

TÓM TẮT:

Thương mại di động (m-commerce) là một chủ đề thu hút sự quan tâm nghiên cứu và ý định tiếp tục sử dụng hệ thống thông được nhiều nhà nghiên cứu và doanh nghiệp quan tâm. Dựa trên cơ sở lý thuyết về sự thành công của hệ thống thông tin, TAM, UTAUT và các công trình liên quan, nghiên cứu này đề xuất một mô hình cấu trúc nhằm khám phá ý định tiếp tục sử dụng thương mại di động. Kết quả nghiên cứu chỉ ra rằng, các tiền tố như ảnh hưởng xã hội, nhận thức sự hữu ích, tính di động và nhận thức sự thú vị - các yếu tố trung gian của lòng tin và sự hài lòng của người sử dụng đều có mối quan hệ cấu trúc với ý định tiếp tục sử dụng thương mại di động.

Từ khóa: tiếp tục sử dụng, ý định, thương mại di động, sự tin tưởng, sự hài lòng của người sử dụng. 

[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, Số 14 tháng 6 năm 2023]