The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value |
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| Institution: | 1. NOVA IMS, Universidade Nova de Lisboa, 1070-312, Lisboa, Portugal;2. School of Business, Virginia Commonwealth University, 301 W. Main Street, Richmond, VA 23284-4000, USA;1. Economic Strategy Research Department, Electronics and Telecommunications Research Institut (ETRI), 218 Gajeong-ro, Yuseong-gu, Daejeon 34129, Republic of Korea;2. Interdisciplinary Graduate Program in IT Law, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si, Gyeonggi-do 448-701, Republic of Korea;3. Future Strategy Division, Korea Electrotechnology Research Institute, 12 Bulmosan-ro, Seongsan-gu, Changwon-si, Gyeongsangnam-do 642-120, Republic of Korea;4. Department of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Republic of Korea;1. Hospitality Management and Marketing Department, Adnan Kassar School of Business, Lebanese American University, Beirut, Lebanon;2. Information Technology and Operations Management Department, Adnan Kassar School of Business, Lebanese American University, Beirut, Lebanon;3. Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE), Av. Forças Armadas, 1649-026, Lisbon, Portugal;4. Internet Innovation Research Center, Newhuadu Business School, Minjiang University, Fuzhou, Fujian, China;5. Department of Management, Sunway University Business School (SUBS), No. 5, Jalan Universiti, Bandar Sunway, 47500 Selangor, Malaysia;6. Faculty of Accounting and Management, Universiti Tunku Abdul Rahman (UTAR), Sungai Long Campus, 43000 Cheras, Kajang, Selangor, Malaysia;1. Amman College of Banking and Financial Sciences, Al-Balqa’ Applied University, Amman, Jordan;2. School of Management, Swansea University, Bay Campus, Fabian Way, Swansea SA1 8EN, UK;3. The School of Business Department of Marketing, The University of Jordan, Amman, Jordan |
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| Abstract: | Consumers can conduct mobile commerce via their smartphones. They can search for products and when ready, they pay and have the products delivered to their homes. By sharing personal information, they receive faster and more customized service. Because of the risk of loss of privacy, consumers need to balance their privacy concerns against the perceived value of enhanced mobile commerce. In this empirical study, the unified theory of acceptance and use of technology (UTAUT2) is modified where perceived value replaces price value to represent the value of an IT artifact that has no direct costs attributable to it. The framework is extended to include constructs from the privacy calculus. In addition, the construct of personal innovativeness is added as a moderator with the anticipation that owners of smartphones who are more personally innovative will be more willing to share information. From an empirical study of Canadian smartphone owners, the results show that perceived privacy concerns influence perceived value and that intention to use is significantly influenced by hedonic motivation and perceived value. |
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| Keywords: | UTAUT2 Privacy concerns Perceived value Personal innovativeness mobile commerce |
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