Luận án Tiến sĩ Kinh tế: Khía cạnh thời gian và ý định tiếp tục sử dụng thương mại di động: vai trò của rủi ro cảm nhận và an toàn cảm nhận.

Các nghiên cứu trong quá khứ kêu gọi các nghiên cứu tiếp theo thảo luận và khám phá thêm các biến số cá nhân như tính cách cá nhân trong việc dự báo ý định tiếp tục sử dụng thương mại di động (Hong cộng sự, 2017; Mohamed cộng sự, 2014; Zhou, 2013, 2014). Vì vậy, thông qua việc đề xuất, nghiên cứu và xác nhận vai trò của biến số xem xét kết quả trong tương lai (Consideration of future consequences – CFC), nghiên cứu này đáp lại sự kêu gọi nói trên và đóng góp vào việc hình thành một bức tranh hoàn chỉnh hơn về bằng cách nào và tại sao sự khác biết về CFC tác động đến ý định tiếp tục sử dụng thương mai di động.

-NGUYEN HUU KHOI

TIME PERSPECTIVE AND CONTINUANCE INTENTION

TO USE MOBILE COMMERCE:

THE DUAL ROLE OF PERCEIVED RISK AND SECURITY

DISSERTATION

Ho Chi Minh city – 2020

-NGUYEN HUU KHOI

TIME PERSPECTIVE AND CONTINUANCE INTENTION

TO USE MOBILE COMMERCE:

THE DUAL ROLE OF PERCEIVED RISK AND SECURITY

Major : Business administration Code : 9340101

I am very grateful also to Doctor Ho Huy Tuu (Nha Trang University) andProfessor Svein Ottar Olsen (School of Business and Economics, UiT The ArcticUniversity of Norway) for their help with the valuable comments, suggestions, andideas

I would also like to thank you to my colleagues and friends, who have givenencouragement and advice

I am especially thankful to my wife, Thai Thi Hoai Thu, for her support andunderstanding The thesis is dedicated to my beloved parents who support me all

my life

Nguyen Huu Khoi

TABLE OF CONTENT

Declaration of authenticity i

Acknowledgments ii

Table of content iii

List of abbreviations vi

List of tables vii

List of figures viii

Abstract ix

CHAPTER 1 - INTRODUCTION 1

1.1 Definition of key terms 1

1.2 Research background 3

1.3 Justification for the current research 5

1.4 Research objectives and research questions 8

1.5 Research methodology and scope 9

1.6 Research contributions 10

1.7 Research structure 11

1.8 Research limitations 12

1.9 Summary 13

CHAPTER 2 - LITERATURE REVIEW 14

2.1 Mobile commerce and its advantages 14

2.2 Continuance intention to use mobile commerce 17

2.3 Mobile commerce adoption in Vietnamese enterprises 19

2.4 Previous studies on mobile commerce in a Vietnam and international context 24

2.4.1 Previous studies on mobile commerce context in a Vietnam context24 2.4.2 Previous studies on mobile commerce in an international context 32

2.4.3 Individual difference variables in mobile commerce research and consideration of future consequences 41

2.4.4 Perceived risk and perceived security in mobile service adoption 44

2.5 Conclusion of the literature review 46

2.6 The selection of Vietnam as a research context for the current study 47

2.7 Summary 49

CHAPTER 3 - HYPOTHESES DEVELOPMENT 50

3.1 Theoretical frameworks to connect consideration of future consequences, perceived risk and security and continuance intention to use mobile commerce 50

3.1.1 Regulatory focus theory 50

3.1.2 Regulatory fit theory 52

3.2 Research hypotheses and research model 54

3.2.1 Consideration of future consequences-Immediate versus consideration of future consequences-Future 54

3.2.2 Perceived risk vs security and continuance intention to adopt mobile commerce 55

3.2.3 The relationships between time perspective and perceived risk versus perceived security 59

3.2.4 The moderating effects of CFCs 60

3.2.5 Proposed research model and hypotheses 63

3.3 Summary 64

CHAPTER 4 - RESEARCH METHOD 65

4.1 Research process 65

4.2 Pilot study 68

4.2.1 Questionnaire design 68

4.2.2 Cronbach’s Alpha testing results 75

4.3 The main study 86

4.3.1 Data collection 86

4.3.2 Data analysis method 90

4.4 Summary 93

CHAPTER 5 - DATA ANALYSIS AND RESULTS 95

5.1 Validation of measures: reliability and validity 95

5.1.1 First-order and reflective – reflective second-order constructs 95

5.1.2 Reflective - formative second-order construct 104

5.2 Checking for common method bias 105

5.3 The strategy for testing the proposed moderating effects 106

5.3.1 Product indicator approach 106

5.3.2 Orthogonalizing approach 106

5.3.3 Two-stage approach 107

5.3.4 Justification for selecting the two-state approach in the current study 108

5.4 Testing hypotheses by applying PLS-SEM 108

5.4.1 Research model quality 109

5.4.2 The direct effects 109

5.4.3 The moderating effects 110

5.4.4 Testing for asymmetric impact 111

5.4.5 Post-hoc analysis 112

5.4.6 The summarization of hypothesis testing results 113

5.5 Hypothesis testing results summary 115

5.6 Discussion 117

5.7 Summary 120

CHAPTER 6 - CONCLUSIONS AND IMPLICATIONS 121

6.1 Conclusion 121

6.2 Theoretical implications 121

6.3 Practical implications 127

6.4 Limitations and future research 129

6.5 Summary 130

List of author’s published papers 1

REFERENCES 3

APPENDICES 27

LIST OF ABBREVIATIONS

LIST OF TABLES

Table 1-1: Definition of key terms used in the present research 1

Table 2-1: Mobile commerce advantages over electronic commerce 15

Table 2-2: Previous studies on mobile commerce in a Vietnam context 25

Table 2-3: Some widely adopted theories of adoption 33

Table 3-1: The summary of regulatory focus theory 51

Table 3-2: Summarization of proposed hypotheses 63

Table 4-1: Constructs measurement 70

Table 4-2: Cronbach's Alpha testing results 76

Table 4-3: Final items of the questionnaire 82

Table 4-4: Respondents' characteristic 89

Table 5-1: Cronbach's Alpha and composite reliability 96

Table 5-2: Factor loadings and average variance extracted 97

Table 5-3: Fornell-Larcker and Heterotrait-Monotrait criterion 103

Table 5-4: Convergent testing results of reflective-formative second-order construct 105

Table 5-5: The direct effect testing results 109

Table 5-6: The moderating effect testing results 110

Table 5-7: Testing the relative importance of direct effects 111

Table 5-8: ANOVA analysis results 112

Table 5-9: Summary of path analysis testing results 114

Table 5-10: Summary of hypothesis testing results 115

LIST OF FIGURES

Figure 2-1: Comparison between mobile commerce and other types of commerce.15

Figure 2-2: Websites with a mobile version 20

Figure 2-3: Enterprises with a mobile application for doing business 21

Figure 2-4: Average time-on-site of customers on the mobile versions of websites 21 Figure 2-5: Percentage of enterprises with a mobile application to support 22

Figure 2-6: Forms of advertising on websites/mobile applications 22

Figure 2-7: Advertising expenditure of the five cities 23

Figure 2-8: Evaluation of the effectiveness of online advertising forms 23

Figure 3-1: Regulatory fit between individual focus and risk vs security perception 53

Figure 3-2: Proposed research model 64

Figure 4-1: Research process diagram 67

Figure 5-1: The reflective - reflective second-order construct of perceived risk .104

Figure 5-2: The reflective - formative second-order construct of perceived security 104

Figure 5-3: Path analysis results (without lower-order constructs) 116

Figure 5-4: Path analysis results (with lower-order constructs) 117

This study investigates how a specific domain consideration of futureconsequences i.e., consideration of future consequences-Immediate (CFC-Immediate) and consideration of future consequences-Future (CFC-Future)asymmetrically associate and interact with perceived risk and perceived security astrade-off constructs in predicting continuance intention to use mobile commerce.Based on a self-administered survey data set of 441 Vietnamese consumers, partialleast square structural equation modeling is used to test the hypotheses The resultsshow that CFC-Immediate and CFC-Future are important in explaining continuanceintention to use mobile commerce, but their roles are different due to theasymmetric impact on perceived risk versus perceived security as well as theirmoderating effects on the perceived risk, security and continuance intention Thisstudy is unique since it explores the different roles of CFC-Immediate and CFC-Future in explaining continuance intention to use mobile commerce under the trade-off role of perceived risk versus perceived security

Keywords: Consideration of future consequences; perceived risk and security;

continuance intention; direct, asymmetric and moderating effects

TÓM TẮT

Luận án này nghiên cứu cách thức biến số xem xét kết quả trong tương laitrong bối cảnh thương mại di động, cụ thể hơn là xem xét kết quả tương lai trongngắn hạn (CFC-Immediate) và xem xét kết quả tương lại trong dài hạn (CFC-Future) tác động bất đối xứng đến rủi ro cảm nhận và an toàn cảm nhận cũng nhưtương tác với các biến số này trong việc dự báo ý định tiếp tục sử dụng thương mại

di động Dựa trên một mẫu khảo sát tự quản lý gồm 441 người tiêu dùng Việt Nam,phương pháp mô hình cấu trúc tối thiểu bán phần được sử dụng để kiểm định giảthuyết Kết quả cho thấy CFC-Immediate và CFC-Future có vài trò quan trọng trongviệc giải thích ý định tiếp tục sử dụng thương mại di động, nhưng vai trò mỗi biến

số là khác nhau do tác động bất đối xứng đến đến rủi ro cảm nhận và an toàn cảmnhận cũng tác động điều tiết lên mối quan hệ giữa rủi ro cảm nhận, an toàn cảm

nhận và ý định tiếp tục sử dụng thương mại di động Luận án có những đóng gópquan trọng trong việc khám phá tác động của CFC-Immediate và CFC-Future đến ýđịnh tiếp tục sử dụng thương mại di động dưới sự đánh đổi về cảm nhận giữa củarủi ro cảm nhận và an toàn cảm nhận.

Từ khóa: Xem xét kết quả trong tương lai; rủi ro cảm nhận và an toàn cảm nhận; ý

định tiếp tục; tác động trực tiếp, bất đối xứng và điều tiết

CHAPTER 1 - INTRODUCTION

This chapter aims to introduce the research background and to present researchgaps Accordingly, the literature review demonstrates that there still a lack of studiesthat simultaneously investigates both risk and security to form more comprehensivepictures of if and how opposite determinants are related to continuance intention to usemobile commerce This literature review additionally demonstrates the need toinvestigate continuance intention to adopt MC from the perspective of consideration offuture consequences Based on the identified research gap, this chapter postulates fourresearch objectives and four corresponding research questions Next, researchmethodology and scope are described Finally, four expected research contributionsare introduced in academic and practical ways

1.1 Definition of key terms

Table 1-1 postulates key terms used in the current studies as well as theirdefinition and source(s)

Table 1-1: Definition of key terms used in the present research

as conducting transactions on mobiledevices (smartphone, tablets) viawireless connections such as mobileinternet (e.g., 3G, 4G) or wirelessinternet

Khoi, Tuu

(2018)

Consideration of

future consequences characteristic reflecting the extent toAn individual differences

which people consider the potentialdistant outcomes of their currentbehaviors and are influenced by thosepotential outcomes

Strathman,Gleicher,

Boninger andEdwards (1994)

Joireman,Balliet, Sprott,Spangenbergand Schultz(2008)

Key terms Definition Source(s)

consequences

potential negative outcomes or losses of

a decision to use mobile commerce

Featherma

n and Pavlou(2003), Kim,Ferrin and Rao(2008), Luo, Li,Zhang and Shim(2010)

Perceived

security

Perceived security is defined aspositive results of safety process andstore transaction information in relation

to using mobile commerce

Cheungand Lee (2006),Hartono,

Holsapple, Kim,

Na and Simpson(2014, p 12),Kim, Tao, Shin

Continuance intention is defined

as an individual’s subjective probabilitythat a consumer will continue usingmobile commerce

Chong(2015)

(Source: author’s summarization)

1.2 Research background

Previous studies have considered the significant evolvement of mobile devicesand mobile internet technologies in recent year (Hanafizadeh, Behboudi, Koshksarayand Tabar, 2014, Malaquias and Hwang, 2016) as an important facilitator of thedevelopment and proliferation of mobile applications and mobile business (Celik,

2016, Lu, 2014) As a result, mobile commerce has emerged as an alternative andmodern type of shopping among consumers (Khoi et al., 2018, Phong, Khoi and Le,

2018, Shao, Zhang, Li and Guo, 2019) Because mobile commerce use mobile devicesand wireless internet connection, the key benefits of this modern type of commercesare ubiquity, accessibility, convenience, localization, instant connectivity, timesensitivity and security (Anil, Ting, Moe and Jonathan, 2003, Nassuora, 2013,Sanakulov and Karjaluoto, 2015, Zhang, Zhu and Liu, 2012) Also, mobile commerce

is faster, more powerful and more effective than computer-based e-commerce (Hsieh,2014).

With no exception, the development of mobile commerce depends on theattraction of new consumers (Ovčjak, Heričko and Polančič, 2015, Sanakulov andKarjaluoto, 2015, Zhang et al., 2012) This issue also attracts the interest of academiaall over the world Indeed, previous studies have revealed that one of the main topics iswhat determinants of customer intention to use this modern type of shopping Previousstudies have categorized online shopping into mobile commerce, electronic commerce,social commerce and Facebook commerce (Khoi et al., 2018, Lam, Yeung, Lo andCheng, 2019, Wu, Shen and Chang, 2015) While mobile commerce refers toconducting transactions on mobile devices, electronic commerce is defined asconducting an online transaction via the Internet in a computer-mediated environment(Vladimir, 1996), social commerce can be seen as a subset of electronic commerce thatincludes conducting various types of commercial activities on social media (Lam et al.,2019) such as Facebook, Twitter As such Facebook commerce is social commercethat is conducted in a specific social network of Facebook (Chen, Su and Widjaja,2016) With the increasing competition between mobile commerce and other types ofcommerce, maintaining existing consumers seems to be more effective and efficient(Yuan, Liu, Yao and Liu, 2014, Zhou, 2013c, Zhou, 2013e, Zhou, 2014)

In other words, nurturing and fostering continuance intention of mobilecommerce use also is a significant issue to discover (Bhattacherjee, Perols andSanford, 2015, Yuan et al., 2014, Zhou, 2014) However, previous studies in a mobilecommerce context mainly focus on initial adoption while continuance adoption orrepurchase loyalty receives less attention and interest (Shao et al., 2019, Zhou, 2014).Also, prior studies have largely adopted technology’s characteristics driving factorsthat are derived from well-established models such as the technology acceptancemodel (TAM; Davis, 1989), innovation diffusion theory (IDT; Rogers, 1995) and theunified theory of acceptance and usage of technology (UATUT; Venkatesh, Morris,Davis and Davis, 2003) to increase the predictive power of models explaining and

predicting consumer continuance intention to use mobile commerce (Shao et al., 2019,Zhou, 2013b, Zhou, 2013e, Zhou, 2014) Most of prior research focus on eitherpromotion or barrier factors, for example, Chong (2015) adopts two constructs oftechnology acceptance model, which are perceived usefulness and perceived ease ofuse, to explain an increase in continuance intention to use mobile commerce whileZhou (2014) uses two variables (i.e., Information quality and system quality) derivedfrom the model of information system success to explain a decrease in continuanceusage of mobile payment However, there still a lack of studies that simultaneouslyinvestigates both promotion and barrier factors, for example risk and security to form amore comprehensive pictures of if and how opposite determinants are related tocontinuance intention to use mobile commerce (Hanafizadeh et al., 2014, Malaquiasand Hwang, 2016, Phong et al., 2018) From the practical perspective, thoseunderstanding provide policy makers and companies with insights into thedevelopment of appropriate marketing strategies to promote the mobile commerceservices use (Hsieh, 2014).

Furthermore, previous studies have documented that consumer behavior isaffected by individual differences (Hong, Lin and Hsieh, 2017, Mohamed, Hussein,Hidayah Ahmad Zamzuri and Haghshenas, 2014, Wang, Ngai and Wei, 2012) Ingeneral, individual difference factors have been extensively divided into personality,cognitive style, and demographic/situational variables (Hirschberg, 1978) Amongthem, personality traits are stable characteristics that have important roles inexplaining behavior (Liu, Zhao, Chau and Tang, 2015) Personality traits such as BigFive and personal values, perceived values, risk-taking propensity, personalinnovativeness are adopted to explain continuance to use innovative products andservices (Hong et al., 2017, Mohamed et al., 2014, Wang et al., 2012) However, timeperspective - one personality traits factor that have potential to explain behavioralcontinuance intention – is largely ignored in a mobile commerce context (Joiremanand King, 2016) From the academic perspective, the investigating of if and how timeperspective is related to continuance intention to use mobile commerce contributes to

the understanding of the relationship between personality traits and behavioralintention while from the practical aspect, this understanding would provide managerswith more insights into consumer segmenting and targeting (Olsen and Tuu, 2017,Pozolotina and Olsen, 2019)

1.3 Justification for the current research

Consideration of future consequences CFC is defined as the extent to whichindividuals consider the potential distant outcomes (i.e., immediate and futurebenefits) of their current behaviors and the extent to which they are influenced bythese potential outcomes (Strathman et al., 1994) Most previous studies also adapt theconceptualization and operationalization of CFC including two distinct factors, whichare CFC-Immediate and CFC-Future (Arnocky, Milfont and Nicol, 2013, Joireman,Shaffer, Balliet and Strathman, 2012, Olsen and Tuu, 2017) Recently well-establishedstudies in different areas such as food behaviors (Dassen, Houben and Jansen, 2015,

pro-environmental behaviors (Arnocky et al., 2013, Joireman et al., 2012, van Beek,Antonides and Handgraaf, 2013) have focused on consumers’ time perspective togenerate interventions toward expected outcomes for both individuals and societies.Also, previous studies suggest that CFC can be regarded as a domain-specific conceptsince individuals can be time-oriented in some spheres of life, but not in others(McKay, Perry, Cole and Magee, 2017, Olsen and Tuu, 2017, van Beek et al., 2013).Furthermore, CFC has been largely ignored in mobile commerce context Therefore,while in responding to a call for research on the unique contributions of CFC-Immediate and CFC-Future (Joireman et al., 2008, Joireman and King, 2016), thecurrent research also contributes the the exisiting literature by extending the two-factorstructure of CFC into a domain-specific immediate and future time perspective of anew context of mobile commerce

Consumers’ continuance intention to use mobile commerce is an importantbehavior that has attracted substantial attention from both e-commerce academia andpractitioners (Lin and Shih, 2008, Shao et al., 2019, Zhou, 2011) It is defined as an

individual’s subjective probability to continue using mobile commerce (Bhattacherjee,2001a, Bhattacherjee et al., 2015) Continuance intention to use mobile commercecould reflect a consideration of a trade-off between focusing on negative results/risk(e.g., monetary loss, status loss, privacy threat) versus emphasizing positive outcomes/security (e.g., service personalization, convenience, secured financial transaction)(Ashraf, Razzaque and Thongpapanl, 2016, Kalinic and Marinkovic, 2015) thatdepend on individual differences regarding their immediate and future perspectives(Joireman et al., 2008, Joireman, Kees and Sprott, 2010, Joireman et al., 2012,Joireman, Strathman and Balliet, 2006, Olsen and Tuu, 2017) Therefore, this studyhelps to respond to a call for filling the gaps in exploring individual differences topredict consumer behaviors in mobile commerce context (Ovčjak et al., 2015,Sanakulov and Karjaluoto, 2015, Zhang et al., 2012) Particularly, the relative role ofCFC-Immediate and CFC-Future in relation with perceived risk and perceivedsecurity, to predict consumer continuance intention to use mobile commerce isinvestigated in the current study A knowledge on how to shift consumers from a focus

on immediate benefits and negative/risk perceptions to an emphasis on future benefitsand positive/security perspective can be important for developing effective messages

to convince consumers in increasing mobile commerce usage

Both perceived risk and perceived security are important constructs in consumerliterature, particularly in a mobile commerce area (Flavián and Guinalíu, 2006,Hartono et al., 2014, Schierz, Schilke and Wirtz, 2010) While perceived risk has longbeen defined as negative perceptions and losses (Ovčjak et al., 2015, Sanakulov andKarjaluoto, 2015, Zhang et al., 2012), perceived security has emerged to be understood

as positive cognitions and potential prospect of online services (Flavián and Guinalíu,

2006, Hartono et al., 2014, Schierz et al., 2010) According to the regulatory focustheory (Higgins, 1997), perceived risk is considered to be closely associated withprevention focus (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al.,2012), while perceived security is usually connected to promotion focus (Flavián andGuinalíu, 2006, Hartono et al., 2014, Schierz et al., 2010, Shin, 2009) Since

individuals with CFC-Immediate tend to focus more on losses, negative results,pessimistic thoughts and prevention orientation, while those with CFC-Future tend tofocus on gains, positive consequences, optimistic thoughts and promotion orientation

as guides for their current actions (Joireman et al., 2012), Immediate and Future may have asymmetric effects on perceived risk versus perceived security.Therefore, this study makes an effort to extend the previous studies on CFCs (e.g.,Olsen and Tuu, 2017) in a mobile commerce context by exploring if and why bothCFC-Immediate and CFC-Future can asymmetrically influence perceived risk andperceived security The investigation of asymmetric impacts of CFC-Immediate andCFC-Future on both perceived risk and perceived security is expected to provide adeeper insight into how to consolidate positive benefits and to weaken negativeperceptions or losses to promote consumers’ expected behaviors (e.g., Olsen and Tuu,2017)

CFC-Furthermore, it is more likely that CFC-Immediate better fits with perceived riskthan with perceived security while CFC-Future is more congruent with perceivedsecurity than perceived risk (Aaker and Lee, 2006, Higgins, 1997, Higgins, Friedman,Harlow, Idson, Ayduk and Taylor, 2001) Therefore, CFC-Immediate would makeconsumers become more and less sensitive to risk and security respectively,meanwhile, consumers with CFC-Future tend to be less sensitive to risk and moresensitive to security This implies CFC-Immediate and CFC-Future could havecontradicting interactions with perceived risk and security to influence behavioralconsequences (c.f Kees, Burton and Tangari, 2010, Strathman et al., 1994) For thisreason, this study goes a further step to explore these moderating effects to give a morecomprehensive picture of if and why CFC can interact with perceived risk and security

to impact on continuance intention to use mobile commerce A more comprehensiveunderstanding of perceived risk and perceived security is also provided by structuringthose two constructs as reflective second-order construct versus formative second-order construct (Hartono et al., 2014, Park and Tussyadiah, 2016)

This study has some important contributions by combining CFC-Immediate andCFC-Future with perceived risk and perceived security to explain consumercontinuance intention to use mobile commerce by answering some ignored questions

in a mobile commerce context By addressing these questions, this study contributes tothe body of knowledge regarding the different effects of an important individualdifference characteristic (CFC) on risk vs security trade-off and behavioral intentionand thus, provide some implications for improving mobile commerce adoption Fromthe practical perspective, this study provides managers with significant insights of how

to develop and promote mobile commerce in Vietnam

1.4 Research objectives and research questions

The general objective of this work is to extends previous findings of Joireman et

al (2012) and Olsen and Tuu (2017) in (un)healthy behavior domain into mobilecommerce context to test the simultaneous impact of risk vs security on continuanceintention to use mobile commerce under the influence of consideration of futureconsequences Accordingly, the specific objectives of this research are:

Objective 1: This study aims at testing the simultaneously direct influence ofconsideration of future consequences – immediate and consideration of futureconsequences of future consequences – future on continuance intention to use mobilecommerce

Objective 2: This study aims at testing the simultaneous impact of perceived riskand security on consumer continuance intention to use mobile commerce

Objective 3: This study aims to test the simultaneous and different (asymmetric)influences of consideration of future consequences – immediate and consideration offuture consequences of future consequences – future on the perception of risk andsecurity

Objective 4: This study aims to discuss and test if and how consideration offuture consequences - immediate and consideration of future consequences - futureinteract with the perception of security and risk to influence continuance intention touse mobile commerce

In order to achieve the above objectives, this research postulates fourcorresponding research questions as follows:

Question 1: What is the mechanism through which CFCs simultaneously anddirectly affect continuance intention to use mobile commerce?

Question 2: What is the mechanism through which perception of risk and securityjointly influence continuance intention to adopt mobile commerce?

Question 3: What is the mechanism through which CFCs have simultaneouslyand differently effects on the perception of risk and security?

Question 4: What is the mechanism through which CFC-Future buffers(weakens) the security (risk) – continuance intention while CFC-Immediatestrengthens (dampens) the risk (security) – continuance intention relationship?

1.5 Research methodology and scope

This research is divided into two studies: the pilot study and the main study Thepilot study is conducted in order to refine the instrument (i.e., the questionnaire) withregard to arrangement, wording accuracy, and relevance The main study aims atensuring the reliability, convergent validity, discriminant validity of constructmeasurements as well as testing the proposed hypotheses

Cronbach’s Alpha test is adopted in the pilot while in the main studies, theconvergent and discriminant validity of measurements are assessed and the proposedhypotheses, including direct, moderating and relative important hypotheses are testedusing SmartPLS 3.2.8

Since we investigated consumers’ continuance intention to use mobilecommerce, it was necessary that respondents should have a mobile phone, use mobileinternet services (e.g., 4G) and have used mobile commerce before Thus, respondentsare customers of the three biggest communication service providers in Vietnam(VNPT, Mobifone, and Viettel) They are selected by asking a screening question inorder to ensure they have used mobile commerce before Data is collected in a self-administered survey and a questionnaire takes about 10-20 minutes to complete

of perception of risk and security on consumer behavioral intention While risk iswidely investigated, security is an emerging factor in a mobile commerce context.Thus, it is argued that the research results will attract more attention of researchers todiscover and examine emerging factors as well as compares the effects betweenopposite determinants From the practical perspective, the research results providemanagers with more tools to foster positive impact while weakening negative impact

on continuance intention to use mobile commerce

Secondly, this study is expected to contribute to the mobile commerce literature

by proposing and confirming the role of an emerging individual differences factor –consideration of future consequences – in explaining and predicting continuanceintention to use mobile commerce The results are anticipated that while confirms thetwo underlying factors of consideration of future consequences, also providedadditional insight into if and how individual differences in consideration of futureconsequences relate to continuance intention to use mobile commerce The impact ofthis variable on continuance intention to use mobile commerce should be covered infuture studies since it is considered as a promising factor in explaining consumerbehavior in prior studies In terms of managerial implication, the research resultsprovide a guide for managers to conduct, for example, interventions to encourageconsumers to value and become aware of the positive consequences such as securitywhile reducing concern with the negative consequences such as risk in order toadvance mobile commerce use

Third, the results will help to clarify the mechanism of increasing/reducingcontinuance intention to use mobile commerce in which, regulation focuses

(promotion vs prevention) play an important role It can be that a promotion focussuch as activation of positive conscious will promote continuance intention to usemobile commerce, whereas a prevention focus such as an increase of negativelyimmediate outcomes will reduce continuance intention to use mobile commerce Fromthe academic perspective, this generates the need to conduct more studies to betterunderstand the link between CFCs, regulatory focus, and behavioral intention inmobile commerce context while from a practical perspective, CFCs and regulationfocus can be used as a criterion to segment and target consumers.

Finally, this pioneering study is expected to provide deep and broad knowledge

of the role of consideration of future consequences in explaining continuance intention

to use mobile commerce by investigating moderating effects consideration of futureconsequences on this dependent variable The moderating effects provide evidence ofhow personality traits interact with the cognitive evaluation to influence behavior

1.7 Research structure

This study’s structure includes six chapters The first chapter aims at introducingthe research background and present the research problem Next, this chapterpostulates research objectives and corresponding research questions This chapter alsodescribes research methodology and scope and finally, introduces the researchcontributions in academic and practical ways

In the second chapter, the effort is put into doing a literature review to clarify theresearch gap and provide clearer arguments for integrating consideration of futureconsequences, perception of risk and security and continuance intention to use mobilecommerce to form the research model

The third chapter, research hypotheses, and research model are developed andproposed

This chapter also describes the methodology to conduct pilot and main studies.Specifically, this chapter delineates the process of research questionnaire development,data collection, and data screening Also, this chapter is concerned with analysisresults such as Cronbach’s Alpha, composite reliability, average variance extracted to

ensure the reliability, convergent and discriminant validity of the measurements.Finally, in this chapter, how the partial least square structural equation modeling (PLS-SEM) technique is adopted to test the direct and moderating effects is also clarified.

In the fourth chapter, the results of the present study are demonstrated, includingthe descriptive statistics of observed items; reliability, convergent and discriminantvalidity of the measurements; and hypotheses testing results

The final chapter provides the conclusions of this research Also, this chapterpostulates some significant theoretical and practical implications for both scholars andmarketers who have motivations to promote the developments of mobile commerce.Finally, in this chapter, some limitations for future studies are presented

1.8 Research limitations

The current study has some limitations Firstly, the current data is collected from

a single self-administered, correlational data Thus, the findings would more general ifthe sample is collected from different countries (i.e., cross-culture) Second, thecurrent study does not cover actual mobile commerce use, which can be seen as a moreinsightful variable Third, the current data are based on self-reports perception,therefore, response biases could be problematic Finally, this study adapts CFC as ameasurement of time perspective, which considers immediate and future consequencesand ignores the past

1.9 Summary

This chapter aims at providing a research background on mobile commerce.Also, this chapter postulates the research gaps Briefly, it is the if and how theperception of risk and security simultaneously affects continuance intention to usemobile commerce under the influence of considerations of future consequences thatgenerates the need to conduct this study Also, based on the research gap, this studydelineates the research methodology and research scope Regarding the researchmethodology, this research includes two studies: the pilot study and the main study.The pilot study aims at developing and testing the draft scale while the main studyaims at testing the reliability, convergent and discriminant validity of the construct

measurements PLS-SEM technique with SmartPLS 3.2.8 is adopted to test thehypotheses This chapter also outlines some significant contributions in both academicand practical ways Finally, the structure of this thesis is demonstrated and researchlimitations are presented.

CHAPTER 2 - LITERATURE REVIEW

In this chapter, the effort is put into doing a literature review to clarify theresearch gap which provides clearer arguments for investigating if and how theperception of risks and security are related to continuance intention to use mobilecommerce under the influence of consideration of future consequences This includes(1) mobile commerce and its advantages, (2) mobile commerce in Vietnam, (3)theories of adoption, (4) individual difference variables in mobile commerce researchand (5) mobile commerce research in Vietnam

2.1 Mobile commerce and its advantages

Mobile commerce is considered as conducting transactions on mobile devices(smartphones, tablets) via wireless connections such as mobile internet (e.g., 3G, 4G)

or wireless internet (Khoi et al., 2018) Mobile commerce allows consumers toconduct monetary transactions anywhere via mobile devices and mobile internet(Hsieh, 2014, Khoi et al., 2018) Compared to traditional electronic commerce, which

is defined as conducting online transactions via the Internet in a computer-mediatedenvironment (Vladimir, 1996), mobile commerce could be considered as a naturalextension of traditional e-commerce (Chong, Chan and Ooi, 2012, Kourouthanassisand Giaglis, 2012) Previous studies have also mentioned social commerce, whichrefers to utilizing Web 2.0 features such as user-generated content and sharing ofcontent in e-commerce or the use of social network(s) such as Facebook, Twitter in thecontext of e-commerce transactions (Lam et al., 2019, Wu et al., 2015) Thus, socialcommerce is a subset of traditional commerce and Facebook commerce is a subset ofsocial commerce Therefore, in this study, electronic commerce refers to not onlyelectronic commerce but also social and Facebook commerce One of the keyadvantages of social commerce and Facebook commerce is that they consumers mayconsult their social community to seek advice in their purchasing decisions, shareproduct information with their friends or sell products or services via social media(Lam et al., 2019, Wu et al., 2015)

Figure 2-1 summarizes the similarities and differences between mobile

commerce and other types of commerce Accordingly, Facebook commerce can beseen as a subset of social commerce, which in turn, a subset of electronic commerce(Lam et al., 2019, Wu et al., 2015) Mobile commerce can be seen as an extension ofelectronic commerce (Chong et al., 2012, Kourouthanassis and Giaglis, 2012).However, there is an intersection between Facebook commerce and mobile commercesince consumers may use mobile devices to conduct online purchases on socialnetworks such as Facebook.

Figure 2-1: Comparison between mobile commerce and other types of commerce

However, mobile commerce has many advantages over electronic commerce,such as ubiquity, accessibility, convenience, and localization In Table 2-1, wesummarize some of the unique advantages of mobile commerce compared totraditional EC

Table 2-2: Mobile commerce advantages over electronic commerce

Ubiquity: mobile commerce allows customers to conduct

transactions without depending on time and places

Unique chacteristics Source

Accessibility: mobile commerce users can be received

information from a store without depending on time and

places

Karjaluoto (2015)Convenience: mobile commerce enables portability as

well as allow consumers to store data to use later

Karjaluoto (2015)Localization: mobile commerce enables consumers to

receive relevant information based on their language,

culture, etc

Zhang et al (2012)

Instant connectivity: mobile commerce enables the

"always-on" of Internet access due to the emergence and

development of mobile data networks (3G, 4G)

Therefore, mobile commerce users can conduct mobile

commerce transaction more effective and more efficiently

Nassuora (2013)

Time sensitivity: mobile commerce users can access to

real-time information For example, they can know

exactly how many items in stock or which stores are on

sale

Anil et al (2003)

Security: Mobile devices have more security

characteristics compared to PC and laptop

Nabavi, Taghavi-Fard,

Taghva (2016)(Source: author’s summarization)These unique advantages, together with the number of smartphone users israpidly increasing, it is expected that mobile commerce would benefit consumersmuch more than e-commerce (Chong et al., 2012) Mobile commerce services offerinnovative and advanced features that provide a new way of application and datapresentation, process, and interaction compared to a PC or laptop computer that hasgenerated a whole new set of services such as location-based services, context sensingservices and push delivery Furthermore, the development of mobile devices andmobile Internet technologies have fostered the development of super apps, which bringconsumer with more additional benefits such as epistemic and conditional value This

has sparked wholly new service categories that do not exist in electronic commerce(Hsieh, 2014, Kourouthanassis and Giaglis, 2012), attracting the interest of bothscholars and practitioners to deeply explore and investigate more about mobilecommerce (Kourouthanassis and Giaglis, 2012).

It is worthy to note that mobile commerce also has several disadvantages Morespecifically, the conduct of online shopping on mobile devices may contain more risksthan traditional and electronic commerce due to the various issues, for example,hidden and unconscious computing, location awareness services, and instant activities

as well as small screens and limited computing capability of mobile devices (Yang andZhang, 2009) Furthermore, since mobile services are considered as self-servicetechnologies (Cunningham, Gerlach, Harper and Young, 2005), consumers expected tohave responsibilities on their behaviors and actions, thus generating a psychologicalburden on them For example, before making an online purchase on mobile devices,consumers need to ensure that their decisions are proper by conducting an extensivesearch for product information, sellers and intermediaries in order to compare pricesand product quality (Law and Leung, 2000) Finally, the development of mobiledevices’ viruses and malware has put privacy and financial information on danger(Hartono et al., 2014) For example, hackers can steal credit card information andconducting fraudulent transactions without consumers’ awareness Hackers can alsosell consumers’ personal information such as email to an advertising company to sendspam As such, perceived security and perceived risk are becoming a major researchtopic among information systems professionals and academics (Hartono et al., 2014,Luo et al., 2010, Park and Tussyadiah, 2016) This generates a call for investigatingboth perceived risk and perceived security in explaining consumers’ intention andbehavior on a mobile commerce context (Phong et al., 2018)

2.2 Continuance intention to use mobile commerce

Mobile service adoption includes initial adoption which is concerned with time usage and post-adoption which is concerned with continuance usage(Bhattacherjee et al., 2015, Zhou, 2014) In an increasingly competitive market such as

first-mobile commerce, it is critical for first-mobile commerce service providers to retain usersand facilitate consumer continuance usage (Yuan et al., 2014, Zhou, 2013e, Zhou,2014) However, compared to the abundant research on initial adoption, post-adoption(i.e., continuance intention and usage) has received relatively less attention fromresearchers (Yuan et al., 2014, Zhou, 2013c, Zhou, 2014), especially in the domain ofmobile commerce In this study, continuance intention refers to individuals' intention

to continue mobile commerce use (Bhattacherjee, 2001a, Bhattacherjee, 2001b,Bhattacherjee et al., 2015)

Previous studies have adopted a wide range of theory to explain and predictcontinuance intention to use MC, including theory of reasoned action (Ajzen andFishbein, 1980, Fishbein and Ajzen, 1977), Theory of Planned Behavior (Ajzen,1991), technology acceptance model (Davis, 1989), information systems success(DeLone and McLean, 1992, Delone and McLean, 2003), innovation diffusion theory(Rogers, 1995), the unified theory of acceptance and use of technology (Venkatesh etal., 2003), and extended models based on these theories (e.g., Khalifa, Cheng andShen, 2012, Khalifa and Shen, 2008b) Recent studies on continuance intention to usemobile commerce (Shao et al., 2019, Yuan et al., 2014, Zhou, 2013b, Zhou, 2013d,Zhou, 2013e, Zhou, 2014) have shifted the focus from classical models to personalitytraits as well as novelty structure of well-know variables For example, Zhou (2013c)investigates how the trait of resistence to change affect continuance to use mobileinternet service, and Hartono et al (2014) repecify and validate a new reflective –formative measurement of perceived security in electronic commerce context whilePark and Tussyadiah (2016) review different dimensions of perceived risk and validatethat a multi-dimensional operationalization provides better understanding of risk Assuch, personality traits and multi-dimensional structure of well-established variablesmay have important roles in explaining continuance intention to use mobile commerce.This study focuses on CFC, a personality trait has been largely ignored in a MCcontext, and investigate how CFC is related to high-order constructs of risk andsecurity to influence continuance intention to use MC

2.3 Mobile commerce adoption in Vietnamese enterprises

According to the Vietnam Ministry of Industry and Trade (2015), thedevelopment and application of mobile applications in business are becoming a newtrend being adopted by many enterprises Overall, it can be seen that the application ofthe mobile platform seems to be limited to enterprises that have large size, long-termstrategies, and plentiful resources This implies that the majority of enterprises such asSMEs seem to be not ready for this change (Vietnam E-Commerce Association, 2019).More specifically, according to Vietnam E-Commerce Association (2019), a surveyindicated that in 2018, the percentage of enterprises that have mobile-based websiteswas 17% and this figure is not different in the last 3 years Among enterprises withmobile-based websites or applications, 43% allowed consumers to conduct the entireshopping process on mobile devices, 31% specially launched promotion program and45% received orders through mobile websites or applications These figures have notchanged much over the past 3 years Also, the rate of enterprises possessing mobilesales applications accounted for only 14% in 2018 and witnessed no change compared

to previous years Finally, the report also indicated that the average amount of timethat customers stayed when accessing to mobile-based e-commerce websites orapplications in 2018 was not really remarkable However, mobile commerce inVietnam is still in its early stage and so far, have failed to attract potential consumers

customer’ trust, electronic commerce exchange platforms such as Lazada and Shopeehave continuously improved their privacy policies These pravacy policies cover awide range of topics, including personal information, financial information, transactionhistory and refund policies Recently, Vietnamese customers put more focus on riskwhen conducting online transaction such as delivering wrong products, products withunidentified originality, wrong specification and refund policies among otthers, evenwith well-established brand such as Lazada or Shopee (Như Bình, 2018) TakingLazada for example, many customers have complained about its new delivery and

1 http://vov.vn/kinh-te/thuong-mai-dien-tu-niem-tin-nguoi-su-dung-van-la-rao-can-lon-509750.vov

inspection policies Accordingly, the buyer is entitled to open the package only afterpayment has been made to the shipper This new policy undoubtedly increases the riskperception by customers and thus, many customers have abandon this brand (MaiPhương, 2019)

More specifically, according to the Vietnam E-Commerce Association (2018),the year 2015 witnessed the boom of the mobile commerce trend Enterprises have notonly invested in mobile infrastructure but also have further developed businessoperations on this new platform Vietnamese companies have recognized theimportance of the new business channel and therefore conducting websites upgradecompatible with mobile devices and developing mobile applications for doingbusiness This trend, however, seemed to promote in developed cities such as Hanoiand Ho Chi Minh city while appeared to slow down in other regions It looks likemany companies are not seeing the benefits of mobile commerce, and the demand toshop on mobile platforms seems to be significant only in urban In Vietnam overall,the development levels are not high and unstable

Figure 2-2: Websites with a mobile version

(Source: Vietnam E-Commerce Association, 2018)Similarly, the proportion of enterprises having a mobile application forconducting transactions in 2017 was 15%, which was the same as the one in 2016

Figure 2-3: Enterprises with a mobile application for doing business

(Source: Vietnam E-Commerce Association, 2018)The average time-on-site of customers on mobile e-commerce websites orapplications was not high, ranging from 14% (over 20 minutes) to 41% (5 to 10minutes)

Regarding enterprises with a mobile website or mobile application, 42% allowedconsumers to conduct buying process from pre-purchase to post-purchase, 29%provided promotion programs for customers buying products with mobile devices, and47% accepted orders via mobile applications These figures were mostly unchanged incomparing with the ones in 2016

Figure 2-4: Average time-on-site of customers on the mobile versions of websites

(Source: Vietnam E-Commerce Association, 2018)

Figure 2-5: Percentage of enterprises with a mobile application to support

(Source: Vietnam E-Commerce Association, 2018)

In 2017, social networks were the most widely used platform for advertising(43%) Advertising via search tools was 31%, which was considerably lower than in

2016 The adoption of mobile applications as an advertising platform had a slightincrement from 8% (2015) to 11% (2017)

Figure 2-6: Forms of advertising on websites/mobile applications

(Source: Vietnam E-Commerce Association, 2018)

Regarding the cost for website/mobile application advertising, 56% of enterprisesrevealed that they have paid less than 10 million VND for the service, while 36% paidfrom 10 to 50 million VND and only 8% paid more than 50 million VND foradvertising Ho Chi Minh city and Hanoi were the two regions with the highestproportion of enterprises paying more than 50 million VND for online advertising,which are 14% and 12% respectively.

Figure 2-7: Advertising expenditure of the five cities

(Source: Vietnam E-Commerce Association, 2018)Social networks and search tools were the two-advertising platforms that had thehighest perception of effectiveness for enterprises, 46% and 39% respectively

Figure 2-8: Evaluation of the effectiveness of online advertising forms

(Source: Vietnam E-Commerce Association, 2018)

2.4 Previous studies on mobile commerce in a Vietnam and international context 2.4.1 Previous studies on mobile commerce context in a Vietnam context

Although mobile commerce is becoming a global phenomenon, attracting theimmense interest of scholars, Vietnam still lacks academic studies regarding how theintention to use mobile commerce is formed and consolidated Table 2-2 summarizesnotable research on mobile commerce adoption which is conducted in a Vietnamcontext These includes the studies of Phong et al (2018), Khoi et al (2018), NguyễnHữu Khôi (2019), Choi and Mai (2018), Dinh, Nguyen and Nguyen (2018), Lin andNguyen (2011), Nguyen and Anh Nguyen (2016) and Phuong, Ngoc and Dai Trang(2018)

Phong et al (2018) use the Theory of Reason Action as a fundamentalframework to investigate not only the driving forces of mobile shopping behaviors butalso the barrier sides of the mobile business In particular, this study treats attitude,subjective norm, trust and self-efficacy as promoters while the perception of risk andcost as barriers To test the hypotheses, they adopt a structural equation modelingapproach on a survey data of 208 Vietnamese consumers The results of this studydemonstrate that TRA has predictive power in explaining consumer behavior in amobile shopping context Also, additional promotion and barrier variables demonstrate

a strong influence on the intention to adopt mobile shopping Khoi et al (2018)integrate three types of perceived values including utilitarian, hedonic and social valueinto the Theory of Planned Behavior to test the direct and indirect effects of thesevalues on behavioral intention This study is conducted to understand how consumers’intention to adopt mobile commerce is formed in a developing country, Vietnam Totest the hypotheses, they adopt a structural equation modeling approach on sample of

382 Vietnamese consumers The testing results indicate that three types of value have

a direct and indirect influence on attitudes and intention to adopt mobile commerce.Nguyễn Hữu Khôi (2019) conducted a study to fill the gap in generating a morecomprehensive understanding regarding the relationship between perceived valuecomponents and between perceived values and behavioral intention in mobile

commerce context Accordingly, epistemic value and conditional value arehypothesized to have impacts on utilitarian, hedonic and social value Also, theseperceived values are hypothesized to have an influence on the intention to use mobilecommerce The testing results on a sample of 350 mobile services consumers withSmartPLS indicate that except the impact of social value on behavioral intention andthe influence of conditional value on hedonic value are insignificant, the remaininghypotheses are supported by data With those interesting results, this study hascontributions in both academic and practical ways.

The summarization of previous studies in a Vietnam context, includingindependent variables, mediator and/or moderator variables and dependent variables aswell as key findings are examined and presented in Table 2-2 to form a comprehensiveview of mobile commerce research in the Vietnam context

Table 2-3: Previous studies on mobile commerce in a Vietnam context N

o.

Aut

hor(s)

Indepen dent

variable(s)

Mediato r/

Moderat

or variable(s)

Depe ndent variable(s)

perceived trust,self-efficacy;

barrier factors:

perceived riskand perceivedcost

Intent

adoptmobilecommerce

TRA’svariables havepositive effects

on intention toadopt mobilecommerce;

promotion factorshave positiveeffects while

negative effects

on intention toadopt mobilecommerce

(2018)

Perceivedbehavioralcontrolutilitarian,hedonic andsocial values

Mediators: Attitudetoward mobilecommerce,subjectivenorms

Intent

adoptmobilecommerce

TPB’svariables havepositive effects

on intention to

commerce;

o hor(s) Aut dent Indepen

variable(s)

Mediato r/

Moderat

or variable(s)

Depe ndent variable(s)

Findings

Utilitarianand hedonic havedirect and indirect

intention to adoptmobile

conditionalvalue

Mediators: Utilitarian,hedonic andsocial values

Intention to usemobilecommerce

Except forthe impact ofsocial value onthe intention to

commerce andthe influence ofconditional value

on hedonic value,the remaining

supported bydata

and Mai

(2018)

e-servicequality:

usefulness,convenience,security,responsiveness, assurance

umerloyalty

Except forthe impact of

loyalty, all theremaining

influences aresupported bydata

integratedmarketingcommunicationscan foster the

mobile paymentservices in

Moderators: personalinnovativenes

paymentuse

E-Motivation

positive effects

o hor(s) Aut dent Indepen

variable(s)

Mediato r/

Moderat

or variable(s)

Depe ndent variable(s)

Findings

of useUncertainty: perceivedrisk,

information one-payment

Mediators: perceivedusefulness,perceived ease

perceivedplayfulness

Moderators: gender,hedonic andutilitariantendencies

Intention to use,mobilecommerceusage

Perceivedusefulness,perceived ease ofuse and perceivedplayfulness havepositive effects

on intention to

commerce whileperceived costhas a negativeeffect on mobilecommerce use.Personalinnovativeness,system quality,

positive effects

on perceivedusefulness,

perceived ease ofuse and perceivedplayfulness.Themoderatingeffects of gender,utilitarian andhedonic

tendencies arealso supported