THE EFFECT OF CULTURE ON PERFORMANCE EXPECTANCY, INTENTION AND TRUST IN MOBILE PAYMENT ADOPTION

This study aims to investigate the role of culture at an individual level in the context of m-payment adoption. Specifically, it examines the effect of uncertainty avoidance and collectivism based on the Hofstede cultural dimensions on three important constructs in technology adoption as well as m-payment adoption which are performance expectancy, behavioural intention and consumer trust. The data was collected in Vietnam which ranked first in m-payment development worldwide in 2019 to test the hypotheses. The findings confirmed the significant impact of cultural variables in the context of mobile payment adoption. The positive and significant impacts of performance expectancy on behavioural intention and consumer trust, and consumer trust on behavioural intention are also confirmed which are aligned to previous studies. This research contributes to the body of literature of not only m-payment adoption, but also the impact of culture in m-payment adoption in particular and technology adoption in general.

THE EFFECT OF CULTURE ON PERFORMANCE EXPECTANCY, INTENTION AND TRUST IN MOBILE PAYMENT ADOPTION

This study aims to investigate the role of culture at an individual level in the context of m-payment adoption. Specifically, it examines the effect of uncertainty avoidance and collectivism based on the Hofstede cultural dimensions on three important constructs in technology adoption as well as m-payment adoption which are performance expectancy, behavioural intention and consumer trust. The data was collected in Vietnam which ranked first in m-payment development worldwide in 2019 to test the hypotheses. The findings confirmed the significant impact of cultural variables in the context of mobile payment adoption. The positive and significant impacts of performance expectancy on behavioural intention and consumer trust, and consumer trust on behavioural intention are also confirmed which are aligned to previous studies. This research contributes to the body of literature of not only m-payment adoption, but also the impact of culture in m-payment adoption in particular and technology adoption in general.

Demystifying the Effect of Flow Experience for Mobile App-based E-Services

The purpose of this paper is to understand the consumer behavior by investigating the effect of flow experience and marketing mix on consumers continued intention to use e-services provided through mobile applications and subsequent effect on consumers loyalty. The study also tests through a moderated mediation approach, the mediation of continued intention to use between flow experience-marketing mix and consumers loyalty while considering the moderating role of e-trust and privacy concern with the application. An online survey was conducted to collect data from the consumers, obtaining 405 valid samples which were analyzed using multiple regression to test the conceptual model of this study. The findings support that flow experience in mobile apps increases consumes intention to use, which is a significant predictor for consumer loyalty for services availed through mobile apps. This study provides insights for the marketers to build the flow in the mobile apps with interactive features, aesthetic design and ease of use to drive for continued intention to use and loyalty.

Behavioural Intention Determinants of Augmented Reality Technology Adoption in Supermarkets/Hypermarkets

In this paper, the adoption of Augmented Reality, as one of the emerging and intriguing digital technologies, has been investigated. This research uses the extended Unified Theory on Acceptance and Use of Technology framework to analyze these factors. The student population respondents' data about Augmented Reality adoption was collected. The student population has been chosen due to the highest probability of accepting new technologies. The research results show a positive and significant performance expectancy and enjoyment, while effort expectancy showed a negative and significant impact on the behavioural intention dependent variable. These research results can be used for the potential development of Augmented Reality apps in the retail industry and the academic implications of the connections between variables in the UTAUT framework.

The Effects of Task Service Fit on Brand Loyalty

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

Exploring Consumers’ intention to adopt Mobile Payment system in Ghana

In this paper, we examined consumers’ intention to adopt and use mobile payment method in Ghana. Data for the study was obtained from a sample of 260 respondents through online and direct survey using structured questionnaire. Structural Equation Modeling was used to analyse the data through SPSS v.22 and SmartPLS v.3. Findings with regards to the determinants of mobile payment system adoption indicate that perceived security, attitude and perceived usefulness play active roles in consumers decision to adopt mobile payment method in Ghana. Also, perceived usefulness and perceived ease of use have a significant and positive influence on consumers’ attitude towards mobile payment adoption. Further, subjective norm was found to influence perceived usefulness and perceived ease of use of mobile payment adoption in Ghana. The study contributes to literature on mobile payment system from developing country context. The study proffered some recommendations.

THE EFFECT OF CULTURE ON PERFORMANCE EXPECTANCY, INTENTION AND TRUST IN MOBILE PAYMENT ADOPTION

This study aims to investigate the role of culture at an individual level in the context of m-payment adoption. Specifically, it examines the effect of uncertainty avoidance and collectivism based on the Hofstede cultural dimensions on three important constructs in technology adoption as well as m-payment adoption which are performance expectancy, behavioural intention and consumer trust. The data was collected in Vietnam which ranked first in m-payment development worldwide in 2019 to test the hypotheses. The findings confirmed the significant impact of cultural variables in the context of mobile payment adoption. The positive and significant impacts of performance expectancy on behavioural intention and consumer trust, and consumer trust on behavioural intention are also confirmed which are aligned to previous studies. This research contributes to the body of literature of not only m-payment adoption, but also the impact of culture in m-payment adoption in particular and technology adoption in general.

Exploring Consumers’ intention to adopt Mobile Payment system in Ghana

In this paper, we examined consumers’ intention to adopt and use mobile payment method in Ghana. Data for the study was obtained from a sample of 260 respondents through online and direct survey using structured questionnaire. Structural Equation Modeling was used to analyse the data through SPSS v.22 and SmartPLS v.3. Findings with regards to the determinants of mobile payment system adoption indicate that perceived security, attitude and perceived usefulness play active roles in consumers decision to adopt mobile payment method in Ghana. Also, perceived usefulness and perceived ease of use have a significant and positive influence on consumers’ attitude towards mobile payment adoption. Further, subjective norm was found to influence perceived usefulness and perceived ease of use of mobile payment adoption in Ghana. The study contributes to literature on mobile payment system from developing country context. The study proffered some recommendations.

An Empirical Study of Consumer Attitude toward Adoption of Online Food Ordering App

The purpose of this paper is to identify the factors influencing the adoption of online food ordering app and the degree of influence of each factor on consumer attitude with moderating effect of technical barriers. This research proposed a conceptual model aimed to test the attitude towards online food ordering app. Relationships among constructs were tested on the basis of 514 surveys collected in India and analyzed with the structural equation modeling approach of partial least squares path modeling. Findings established the positive relationship between effort expectancy (EF), performance expectancy (PE), perceived social norms (PSN), perceived complexity (PCL), perceived compatibility (PCT), perceived relative advantage (PRA), perceived risk (PR) and Attitude towards online food ordering app (ATT). In addition, TB plays a significant moderating role in the relation between PE, PCL, PCT, PR, and ATT. However, no significant moderation effect was found in the relation between EF, PSN, PRA, and ATT.

Demystifying the Effect of Flow Experience for Mobile App-based E-Services

The purpose of this paper is to understand the consumer behavior by investigating the effect of flow experience and marketing mix on consumers continued intention to use e-services provided through mobile applications and subsequent effect on consumers loyalty. The study also tests through a moderated mediation approach, the mediation of continued intention to use between flow experience-marketing mix and consumers loyalty while considering the moderating role of e-trust and privacy concern with the application. An online survey was conducted to collect data from the consumers, obtaining 405 valid samples which were analyzed using multiple regression to test the conceptual model of this study. The findings support that flow experience in mobile apps increases consumes intention to use, which is a significant predictor for consumer loyalty for services availed through mobile apps. This study provides insights for the marketers to build the flow in the mobile apps with interactive features, aesthetic design and ease of use to drive for continued intention to use and loyalty.