Time perspective and continuance intention to use mobile commerce the dual role of perceived risk and security

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY --- NGUYEN HUU KHOI TIME PERSPECTIVE AND CONTINUANCE INTENTION TO USE MOBILE COMMERCE: THE DUAL ROLE OF PE

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY

-

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

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY

-

NGUYEN HUU KHOI

TIME PERSPECTIVE AND CONTINUANCE INTENTION

TO USE MOBILE COMMERCE:

THE DUAL ROLE OF PERCEIVED RISK AND SECURITY

Academic advisors:

1 PROF DR NGUYỄN ĐÔNG PHONG

2 DR LÊ NHẬT HẠNH

Ho Chi Minh city – 2020

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

I would also like to thank you to my colleagues and friends who have given encouragement and advice

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

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

1.2.1 Time perspective and consideration of future consequences 3

1.2.2 Research gap 4

1.2.3 Mobile commerce adoption in Vietnamese enterprises 7

1.2.4 The selection of Vietnam as a research context for the current study12 1.3 Justification for the current research 14

1.4 Research objectives and research questions 18

1.5 Research methodology and scope 19

1.6 Research contributions 20

1.7 Research structure 21

1.8 Research limitations 22

1.9 Summary 22

CHAPTER 2 - LITERATURE REVIEW 24

2.1 Mobile commerce and its advantages 24

2.2 Continuance intention to use mobile commerce 27

2.3 Previous studies on mobile commerce 29

2.3.1 Previous studies on mobile commerce context in a Vietnam context 29 2.3.2 Previous studies on mobile commerce in an international context 37

2.3.3 Individual difference variables in mobile commerce research and

consideration of future consequences 46

2.3.4 Perceived risk and perceived security in mobile service adoption 49

2.4 Conclusion of the literature review 51

2.5 Summary 52

CHAPTER 3 - HYPOTHESES DEVELOPMENT 53

3.1 Theoretical frameworks to connect consideration of future consequences, perceived risk and security and continuance intention to use mobile commerce 53 3.1.1 Regulatory focus theory 53

3.1.2 Regulatory fit theory 55

3.2 Research hypotheses and research model 57

3.2.1 Consideration of future consequences-Immediate versus consideration of future consequences-Future 57

3.2.2 Perceived risk vs security and continuance intention to adopt mobile commerce 58

3.2.3 The relationships between time perspective and perceived risk versus perceived security 62

3.2.4 The moderating effects of CFCs 64

3.2.5 Proposed research model and hypotheses 66

3.3 Summary 68

CHAPTER 4 - RESEARCH METHODOLOGY 69

4.1 Research process 69

4.2 Pilot study 75

4.2.1 Questionnaire design 75

4.2.2 Cronbach’s Alpha testing results 80

4.3 The main study 90

4.3.1 Data collection 90

4.3.2 Data analysis method 93

4.4 Summary 96

CHAPTER 5 - RESULTS AND DISCUSSION 98

5.1 Validation of measures: reliability and validity 98

5.1.1 First-order and reflective – reflective second-order constructs 98

5.1.2 Reflective - formative second-order construct 107

5.2 Checking for common method bias 108

5.3 The strategy for testing the proposed moderating effects 109

5.3.1 Product indicator approach 109

5.3.2 Orthogonalizing approach 109

5.3.3 Two-stage approach 110

5.3.4 Justification for selecting the two-state approach 111

5.4 Testing hypotheses by applying PLS-SEM 111

5.4.1 Research model quality 112

5.4.2 The direct effects 112

5.4.3 The moderating effects 113

5.4.4 Testing for asymmetric impact 114

5.4.5 Post-hoc analysis 115

5.4.6 The summarization of hypothesis testing results 116

5.5 Hypothesis testing results summary 118

5.6 Discussion 120

5.7 Summary 123

CHAPTER 6 - CONCLUSIONS 124

6.1 Conclusion 124

6.2 Theoretical implications 125

6.3 Practical implications 130

6.4 Limitations and future research 132

6.5 Summary 134

List of author’s published papers 1

REFERENCES 3

APPENDICES 29

LIST OF ABBREVIATIONS

CFC-Future Consideration of future consequences - Future

CFC-Immediate Consideration of future consequences - Immediate

PLS-SEM Partial least square structural equation modeling

UTAUT The unified theory of acceptance and use of technology

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 25

Table 2-2: Previous studies on mobile commerce in a Vietnam context 30

Table 2-3: Some widely adopted theories of adoption 38

Table 3-1: The summary of regulatory focus theory 54

Table 3-2: Summarization of proposed hypotheses 66

Table 4-1: Constructs measurement 75

Table 4-2: Cronbach's Alpha testing results 80

Table 4-3: Final items of the questionnaire 86

Table 4-4: Respondents' characteristic 93

Table 5-1: Cronbach's Alpha and composite reliability 99

Table 5-2: Factor loadings and average variance extracted 100

Table 5-3: Fornell-Larcker and Heterotrait-Monotrait criterion 106

Table 5-4: Convergent testing results of reflective-formative second-order construct 108

Table 5-5: The direct effect testing results 112

Table 5-6: The moderating effect testing results 113

Table 5-7: Testing the relative importance of direct effects 114

Table 5-8: ANOVA analysis results 115

Table 5-9: Summary of path analysis testing results 117

Table 5-10: Summary of hypothesis testing results 118

LIST OF FIGURES

Figure 1-1: Websites with a mobile version 9

Figure 1-2: Enterprises with a mobile application for doing business 9

Figure 1-3: Average time-on-site of customers on the mobile versions of websites 10 Figure 1-4: Percentage of enterprises with a mobile application to support 10

Figure 1-5: Forms of advertising on websites/mobile applications 11

Figure 1-6: Advertising expenditure of the five cities 11

Figure 1-7: Evaluation of the effectiveness of online advertising forms 12

Figure 2-1: Comparison between mobile commerce and other types of commerce 25 Figure 3-1: Regulatory fit between individual focus and risk vs security perception 56

Figure 3-2: Conceptual model of consideration of future consequences 57

Figure 3-3: Proposed research model 68

Figure 4-1: Research process diagram 73

Figure 5-1: The reflective - reflective second-order construct of perceived risk 107

Figure 5-2: The reflective - formative second-order construct of perceived security 107

Figure 5-3: Path analysis results (without lower-order constructs) 119

Figure 5-4: Path analysis results (with lower-order constructs) 120

ABSTRACT

This study investigates how a specific domain consideration of future consequences 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 as trade-off constructs in predicting continuance intention to use mobile commerce Based on a self-administered survey data set of 441 Vietnamese consumers, partial least square structural equation modeling is used to test the hypotheses The results show that CFC-Immediate and CFC-Future are important in explaining continuance intention to use mobile commerce, but their roles are different due to the asymmetric impact on perceived risk versus perceived security as well as their moderating effects

on the perceived risk, security and continuance intention This study 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 lai trong bối cảnh thương mại di động, cụ thể hơn là xem xét kết quả tương lai trong ngắn 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 như tương 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 giả thuyết Kết quả cho thấy CFC-Immediate và CFC-Future có vài trò quan trọng trong việc 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 cảm nhận 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 góp quan trọng trong việc khám phá tác động của CFC-Immediate và CFC-Future đến ý định tiếp tục sử dụng thương mại di động dưới sự đánh đổi về cảm nhận giữa của rủi 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 research gaps Accordingly, the literature review demonstrates that there still a lack of studies that simultaneously investigates both risk and security to form more comprehensive pictures of if and how opposite determinants are related to continuance intention to use mobile commerce This literature review additionally demonstrates the need to investigate continuance intention to adopt MC from the perspective of consideration of future consequences Based on the identified research gap, this chapter postulates four research objectives and four corresponding research questions Next, research methodology and scope are described Finally, four expected research contributions are 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 their definition and source(s)

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

Mobile commerce Mobile commerce is considered as

conducting transactions on mobile devices (smartphone, tablets) via wireless connections such as mobile internet (e.g., 3G, 4G) or wireless internet

Khoi, Tuu and Olsen (2018)

Consideration of future

consequences

An individual differences characteristic reflecting the extent to which people consider the potential distant outcomes

of their current behaviors and are influenced by those potential outcomes

Strathman, Gleicher, Boninger and Edwards (1994)

Key terms Definition Source(s)

Joireman, Balliet, Sprott, Spangenberg and Schultz (2008)

Consideration of future

consequences-Future

Consideration of future consequences scale contains questions tapping concern with future consequences

Perceived risk Perceived risk is defined as potential

negative outcomes or losses of a decision to use mobile commerce

Featherman and Pavlou (2003), Kim, Ferrin and Rao (2008), Luo,

Li, Zhang and Shim (2010)

Perceived security Perceived security is defined as positive

results of safety process and store transaction information in relation to using mobile commerce

Cheung and Lee (2006), Hartono, Holsapple, Kim,

Na and Simpson (2014, p 12), Kim, Tao, Shin and Kim (2010b)

Chong (2015)

(Source: author’s summarization)

1.2 Research background

1.2.1 Time perspective and consideration of future consequences

According to Zimbardo, Keough and Boyd (1997), time perspective refers to an individual's concentration on particular dimensions of time The authors categorize time perspective into different dimensions, including Past Positive, Past Negative, Present Hedonistic, Present Fatalistic, and Future As such, time perspective can be considered

as an umbrella concept that contains ideas about the self, others and the world as well

as one’s goals, expectation and memories (Przepiorka and Blachnio, 2016)

Previous studies have established a link between time perspective and a wide range

of human behaviors and states, such as well-being (Boniwell, Osin, Alex Linley and Ivanchenko, 2010, Drake, Duncan, Sutherland, Abernethy and Henry, 2008, Zhang, Howell and Stolarski, 2012a), impulsivity and impulsive behavior (Ferguson, 2006, Stolarski, Bitner and Zimbardo, 2011), health behavior (Hamilton, Kives, Micevski and Grace, 2003, Olsen and Tuu, 2017a), academic achievement (Adelabu, 2007), cannabis use (Apostolidis, Fieulaine, Simonin and Rolland, 2006), environmental attitudes and behaviors (Milfont and Gouveia, 2006, Milfont, Wilson and Diniz, 2012c) However, the role of time perspective in explaining individuals’ and consumers’ behavior in online context seem to received less attention (Przepiorka and Blachnio, 2016, Xu-Priour, Cliquet and Palmer, 2017)

Notably, a large amount of previous research has focused on future time perspective (Andre, van Vianen, Peetsma and Oort, 2018, Baltes, Wynne, Sirabian, Krenn and Lange, 2014, Guignard, Apostolidis and Demarque, 2014, Milfont, Harré, Sibley and Duckitt, 2012a) For example, Andre et al (2018) conduct a series of meta-analyses to validate the motivational role of future time perspective on education, work and health Milfont et al (2012a) examine and find that future time perspective has a stronger impact on sustainable behaviors than does a combination of past–present perspective Baltes et al (2014) conduct a longitudinal study to investigate and found the relationship between future time perspective and regulatory focus, and selection, optimization, and compensation The previous results may reflect that individuals with

future-oriented have a more accurate goal and thus, they are able to keep themselves on thinking about the benefits and costs of a behavior As such, we expect that future time perspective may have an important role in explaining consumer behavior in an online context, in which consumers may have to trade-off between benefits (e.g., security) and costs (e.g., risk)

One of the most widely adopted measurement scales of future time perspective is consideration of future consequences (CFC; Joireman, Shaffer, Balliet and Strathman,

2012, Strathman et al., 1994) Previous studies suggested that CFC is related to regulatory focus (Joireman et al., 2012, Strathman et al., 1994), which in turn, is associated with online shopping behavior (van Noort, Kerkhof and Fennis, 2007, van Noort, Kerkhof and Fennis, 2008) Thus, we expect that CFC has an important role in explaining consumers’ online shopping behavior, including mobile commerce

1.2.2 Research gap

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

Lu, 2014) As a result, mobile commerce has emerged as an alternative and modern type

of shopping among consumers (Khoi et al., 2018, Phong, Khoi and Le, 2018, Shao, Zhang, Li and Guo, 2019) Because mobile commerce uses mobile devices and wireless internet connection, the key benefits of this modern type of commerces are ubiquity, accessibility, convenience, localization, instant connectivity, time sensitivity and security (Anil, Ting, Moe and Jonathan, 2003, Nassuora, 2013, Sanakulov and Karjaluoto, 2015, Zhang, Zhu and Liu, 2012b) 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 the attraction

of new consumers (Ovčjak, Heričko and Polančič, 2015, Sanakulov and Karjaluoto,

2015, Zhang et al., 2012b) This issue also attracts the interest of academia all over the world Indeed, previous studies have revealed that one of the main topics is what

determinants of customer intention to use this modern type of shopping Previous studies have categorized online shopping into mobile commerce, electronic commerce, social commerce and Facebook commerce (Khoi et al., 2018, Lam, Yeung, Lo and Cheng,

2019, Wu, Shen and Chang, 2015) While mobile commerce refers to conducting transactions on mobile devices, electronic commerce is defined as conducting an online transaction via the Internet in a computer-mediated environment (Vladimir, 1996), social commerce can be seen as a subset of electronic commerce that includes conducting various types of commercial activities on social media (Lam et al., 2019) such as Facebook, Twitter As such Facebook commerce is social commerce that is conducted in a specific social network of Facebook (Chen, Su and Widjaja, 2016) With the increasing competition between mobile commerce and other types of commerce, 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 mobile commerce use also is a significant issue to discover (Bhattacherjee, Perols and Sanford, 2015, Yuan

et al., 2014, Zhou, 2014) However, previous studies in a mobile commerce context mainly focus on initial adoption while continuance adoption or repurchase loyalty receives less attention and interest (Shao et al., 2019, Zhou, 2014) Also, prior studies have largely adopted technology’s characteristics driving factors that are derived from well-established models such as the technology acceptance model (TAM; Davis, 1989), innovation diffusion theory (IDT; Rogers, 1995) and the unified 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 either promotion or barrier factors, for example, Chong (2015) adopts two constructs of technology acceptance model, which are perceived usefulness and perceived ease of use, to explain an increase in continuance intention to use mobile commerce while Zhou (2014) uses two variables (i.e., Information quality and system quality) derived from the model of information

system success to explain a decrease in continuance usage of mobile payment However, there still a lack of studies that simultaneously investigates both promotion and barrier factors, for example risk and security to form a more comprehensive pictures of if and how opposite determinants are related to continuance intention to use mobile commerce (Hanafizadeh et al., 2014, Malaquias and Hwang, 2016, Phong et al., 2018) From the practical perspective, those understanding provide policy makers and companies with insights into the development of appropriate marketing strategies to promote the mobile commerce services use (Hsieh, 2014)

Furthermore, previous studies have documented that consumer behavior is affected

by individual differences (Hong, Lin and Hsieh, 2017, Mohamed, Hussein, Hidayah Ahmad Zamzuri and Haghshenas, 2014, Wang, Ngai and Wei, 2012) In general, individual difference factors have been extensively divided into personality, cognitive style, and demographic/situational variables (Hirschberg, 1978) Among them, personality traits are stable characteristics that have important roles in explaining behavior (Liu, Zhao, Chau and Tang, 2015) Personality traits such as Big Five and personal values, perceived values, risk-taking propensity, personal innovativeness are adopted to explain continuance to use innovative products and services (Hong et al.,

2017, Mohamed et al., 2014, Wang et al., 2012) However, time perspective - one personality traits factor that have potential to explain behavioral continuance intention – is largely ignored in a mobile commerce context (Joireman and King, 2016) From the academic perspective, the investigating of if and how time perspective is related to continuance intention to use mobile commerce contributes to the understanding of the relationship between personality traits and behavioral intention while from the practical aspect, this understanding would provide managers with more insights into consumer segmenting and targeting (Olsen and Tuu, 2017b, Pozolotina and Olsen, 2019)

In a Vietnam context, previous studies (Choi and Mai, 2018, Dinh, Nguyen and Nguyen, 2018, Han, Thao Nguyen and Anh Nguyen, 2016, Khoi et al., 2018, Lin and Nguyen, 2011, Nguyễn Hữu Khôi, 2019, Phong et al., 2018, Phuong, Ngoc and Dai Trang, 2018) indicates that consumers’ perceptions also have influences on continuance

intention to use mobile commerce Also, the findings of these studies have suggested that promotion and barrier factors should be investigated in one research in order to clearly understand how these contradicted determinants behavioral intention (Phong et al., 2018) As risk and security perception are widely accepted as important determinants

of behavioral intention (Chong, 2015, Nabavi, Taghavi-Fard, Hanafizadeh and Taghva,

2016, Zhou, 2014), and perceived risk has been investigated in some studies (Nguyễn Hữu Khôi and Hồ Huy Tựu, 2017, Phong et al., 2018) while perceived security has been largely ignored in a Vietnam context, this study adopts perceived risk and security to delineate a research model to explain continuance intention to use mobile commerce Besides, personality traits have been received less attention of Vietnamese scholars, generating a gap in understanding if and how individual difference or personality trait variables directly and interactively affects consumers’ perception and consumer behavioral intention As such, this study focuses on time perspective, more specifically CFCs, an important variable in explaining consumer behavior (Joireman et al., 2012, Strathman et al., 1994) which is largely ignored in a Vietnam context

1.2.3 Mobile commerce adoption in Vietnamese enterprises

According to the Vietnam Ministry of Industry and Trade (2015), the development and application of mobile applications in business are becoming a new trend being adopted by many enterprises Overall, it can be seen that the application of the mobile platform seems to be limited to enterprises that have large size, long-term strategies, and plentiful resources This implies that the majority of enterprises such as SMEs seem to

be not ready for this change (Vietnam E-Commerce Association, 2019) More specifically, according to Vietnam E-Commerce Association (2019), a survey indicated that in 2018, the percentage of enterprises that have mobile-based websites was 17% and this figure is not different in the last 3 years Among enterprises with mobile-based websites or applications, 43% allowed consumers to conduct the entire shopping process

on mobile devices, 31% specially launched promotion program, and 45% received orders through mobile websites or applications These figures have not changed much over the past 3 years Also, the rate of enterprises possessing mobile sales 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 time that customers stayed when accessing to mobile-based e-commerce websites or applications in 2018 was not remarkable However, mobile commerce in Vietnam is still in its early stage and so far, have failed to attract potential consumers because of many barriers, for example, high risk as well as lacking trust1 To win customer’ trust, electronic commerce exchange platforms such as Lazada and Shopee have continuously improved their privacy policies These privacy policies cover a wide range of topics, including personal information, financial information, transaction history and refund policies Recently, Vietnamese customers put more focus on risk when conducting online transaction such

as delivering wrong products, products with unidentified originality, wrong specification and refund policies among others, even with a well-established brand such

as Lazada or Shopee (Như Bình, 2018) Taking Lazada for example, many customers have complained about its new delivery and inspection policies Accordingly, the buyer

is entitled to open the package only after payment has been made to the shipper This new policy undoubtedly increases the risk perception by customers and thus, many customers have abandoned this brand (Mai Phương, 2019)

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

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

Figure 1-1: Websites with a mobile version

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

Figure 1-2: 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 or applications was not high, ranging from 14% (over 20 minutes) to 41% (5 to 10 minutes)

Regarding enterprises with a mobile website or mobile application, 42% allowed consumers to conduct buying process from pre-purchase to post-purchase, 29% provided promotion programs for customers purchase products with mobile devices, and

47% accepted orders via mobile applications These figures were mostly unchanged in comparing with the ones in 2016

Figure 1-3: Average time-on-site of customers on the mobile versions of websites

(Source: Vietnam E-Commerce Association, 2018)

Figure 1-4: 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 slight increment from 8% (2015) to 11% (2017)

Figure 1-5: Forms of advertising on websites/mobile applications

(Source: Vietnam E-Commerce Association, 2018) Regarding the cost for website/mobile application advertising, 56% of enterprises revealed that they have paid less than 10 million VND for the service, while 36% paid from 10 to 50 million VND and only 8% paid more than 50 million VND for advertising

Ho Chi Minh city and Hanoi were the two regions with the highest proportion of enterprises paying more than 50 million VND for online advertising, which are 14% and 12% respectively

Figure 1-6: Advertising expenditure of the five cities

(Source: Vietnam E-Commerce Association, 2018)

Social networks and search tools were the two-advertising platforms that had the highest perception of effectiveness for enterprises, 46% and 39% respectively

Figure 1-7: Evaluation of the effectiveness of online advertising forms

(Source: Vietnam E-Commerce Association, 2018)

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

Vietnam is an interesting context for investigating continuance intention to use mobile commerce since it is considered as a promising mobile commerce market This

is because the use of smartphones in Vietnam is rapidly increasing, and consumers/users gradually form the habit of conducting research and purchases on their mobile phones (eMarketer, 2016) More specifically, among mobile phone users, the proportion of smartphone users has rapidly increased from 78% to 84% in the period 2016 - 2017 in the key cities of Vietnam Also, among individuals under the age of 35, there exists up

to 75 percent use smartphones for a wide range of purposes, including entertainment, seeking information, listening to music, watching videos, joining social networks and doing shopping (Nielsen, 2017) Thus, the increase of smartphone users and the development of mobile internet (3G, 4G, and 5G in near future) is expected to create a solid background for mobile commerce to flourish and expand in Vietnam In addition, Vietnam is considered as a promising country for developing mobile advertising with about 35% per year (Appota, 2017) Furthermore, the application of mobile commerce into business to increase productivity is becoming a trend in Vietnam As demonstrated

in a report by Vietnam E-Commerce Association (2018), there is over 49 percent of Vietnam’s enterprises adopt mobile apps and websites to received orders from customers More interestingly, it is expected that this proportion will increase rapidly in the future Thus, adopting mobile commerce in business activities is a trend that must

be adopted among e-commerce enterprises in Vietnam, especially when mobile commerce is a new, innovative and trendy among consumers all over the world As such, Vietnam emerges as an interesting case for scholars to investigate the determinants of adoption behavior (Le, Koo and Sargent, 2013, Lin, Wu and Tran, 2014) such as continuance intention to use mobile commerce Thus, this study selects Vietnam as a research context for investigating how CFCs and perceived risk and security are related

to continuance intention to use mobile commerce

Furthermore, previous studies have emphasized the differences in consumers’ perception of online shopping between developed and developing countries, due to the differences in cultural, social, political, economic, and technological aspects For example, Slade, Dwivedi, Piercy and Williams (2015) state that developed countries have highly developed infrastructure technologies for online shopping which in turn, drastically reduce the perceived risk and highly increase perceived security Also, Hanafizadeh et al (2014) content that in developed countries, electronic shopping in general and mobile shopping in specific have integrated deeply into consumers’ lives, leading to high levels of perceived security in contrast to a low level of perceived risk There is evidence suggesting that consumers have a different perception of promotion such as security and barrier factors such as risk between developed and developing countries (Hanafizadeh et al., 2014, Malaquias and Hwang, 2016) However, most of the previous studies have been conducted in developed countries while developing countries have received less attention from scholars (Khoi et al., 2018, Phong et al., 2018) This generates a call for investigating factors affecting consumers’ behavior in a mobile commerce context in a developing country Thus, this study selects Vietnam as

an emerging research context to examine determinants of continuance intention of

mobile commerce in order to help policy makers and companies in Vietnam to develop suitable strategies to foster mobile commerce use (Hsieh, 2014)

Finally, scholars have a consensus that consumers’ loyalty is essential to the sustainable development of online shopping (Chang and Chen, 2009) In other words, the ultimate success of mobile commerce is based on the background of consumers’ perceptions and whether they are willing to continue using this innovative commerce Therefore, it is crucial to understand how and why Vietnamese consumers decide to continue using mobile commerce from the perspective of, for example, consumers’ personality traits and perception, and thus, a study is needed to explain continuance intention to use mobile commerce in a Vietnam context The current study not only contributes by providing scholars and practitioners with some insights into how to promote mobile commerce in Vietnam but also has a potential to extend and enhance the current knowledge regarding how and why consumers’ personality traits and perceptions are associated with continuance intention to use mobile commerce

1.3 Justification for the current research

Recently, Industry 4.0 has a great impact on how businesses serve consumers This

is because it not only influences the way companies sell products and services via platforms such as mobile commerce but also the way to develop and consolidate a strong relationship with consumers (Theorin, Bengtsson, Provost, Lieder, Johnsson, Lundholm and Lennartson, 2016) Also, the Industry 4.0 drastically increases the competition between businesses in the field of mobile commerce as well as between mobile commerce and other types of commerce, including traditional electronic commerce, social commerce and brick-and-motar commerce (Lin, Lee, Lau and Yang, 2018) Furthermore, the Industry 4.0 increases the requirements regarding the level of peronalized and customized products and services In other words, it changes the customers’ expectation about the offered products and services and thus the decision-making process of buying According to Kotler, Kartajaya and Setiawan (2016), consumers’ decision-making process is becoming more and more sophisticated and strongly influenced by personality traits, especially in the case of experienced ones

e-Also, Tupa, Simota and Steiner (2017) stress that in the era of Industry 4.0, consumers are more concerned about risk and security due to the inescapable changes and transformation causing a very high probability of new risks occurring Thus, a better understanding of how personality traits and perception of risk/security affect consumers’ decision-making process is vital and necessary

CFC is defined as the extent to which individuals consider the potential distant outcomes (i.e., immediate and future benefits) of their current behaviors and the extent

to which they are influenced by these potential outcomes (Strathman et al., 1994) Most previous studies also adapt the conceptualization and operationalization of CFC including two distinct factors, which are CFC-Immediate and CFC-Future (Arnocky, Milfont and Nicol, 2013, Joireman et al., 2012, Olsen and Tuu, 2017b) Recently well-established studies in different areas such as food behaviors (Dassen, Houben and Jansen, 2015, Dassen, Jansen, Nederkoorn and Houben, 2016, Olsen and Tuu, 2017b)

or pro-environmentalbehaviors (Arnocky et al., 2013, Joireman et al., 2012, van Beek, Antonides and Handgraaf, 2013) have focused on consumers’ time perspective to generate interventions toward expected outcomes for both individuals and societies Also, previous studies suggest that CFC can be regarded as a domain-specific concept since individuals can be time-oriented in some spheres of life, but not in others (McKay, Perry, Cole and Magee, 2017, Olsen and Tuu, 2017b, 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), the current research also contributes the exisiting literature by extending the two-factor structure of CFC into

a domain-specific immediate and future time perspective of a new context of mobile commerce

Consumers’ continuance intention to use mobile commerce is an important behavior that has attracted substantial attention from both e-commerce academia and practitioners (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 commerce could 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) that depend 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, 2017b) Therefore, this study helps to respond to a call for filling the gaps in exploring individual differences to predict consumer behaviors in mobile commerce context (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012b) Particularly, the relative role of CFC-Immediate and CFC-Future in relation with perceived risk and perceived security, to predict consumer continuance intention to use mobile commerce is investigated 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 benefits and 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 consumer literature, particularly in a mobile commerce area (Flavián and Guinalíu, 2006, Hartono

et al., 2014, Schierz, Schilke and Wirtz, 2010) While perceived risk has long been defined as negative perceptions and losses (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012b), 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 focus theory (Higgins, 1997), perceived risk is considered to be closely associated with prevention focus (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012b), while perceived security is usually connected to promotion focus (Flavián and Guinalíu, 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 to focus on gains, positive consequences, optimistic thoughts and promotion orientation as guides for their current actions (Joireman et al., 2012), CFC-Immediate and CFC-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, 2017b) in a mobile commerce context by exploring if and why both CFC-Immediate and CFC-Future can asymmetrically influence perceived risk and perceived security The investigation of asymmetric impacts of CFC-Immediate and CFC-Future on both perceived risk and perceived security is expected to provide a deeper insight into how to consolidate positive benefits and to weaken negative perceptions or losses to promote consumers’ expected behaviors (e.g., Olsen and Tuu, 2017b)

Furthermore, it is more likely that CFC-Immediate better fits with perceived risk than with perceived security while CFC-Future is more congruent with perceived security than perceived risk (Aaker and Lee, 2006, Higgins, 1997, Higgins, Friedman, Harlow, Idson, Ayduk and Taylor, 2001) Therefore, CFC-Immediate would make consumers become more and less sensitive to risk and security, respectively, meanwhile, consumers with CFC-Future tend to be less sensitive to risk and more sensitive to security This implies CFC-Immediate and CFC-Future could have contradicting interactions with perceived risk and security to influence behavioral consequences (c.f Kees, Burton and Tangari, 2010, Strathman et al., 1994) For this reason, this study goes

a further step to explore these moderating effects to give a more comprehensive picture

of if and why CFC can interact with perceived risk and security to impact on continuance intention to use mobile commerce A more comprehensive understanding of perceived risk and perceived security is also provided by structuring those 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 and CFC-Future with perceived risk and perceived security to explain consumer continuance intention to use mobile commerce by answering some ignored questions in a mobile

commerce context By addressing these questions, this study contributes to the body of knowledge regarding the different effects of an important individual difference characteristic (CFC) on risk vs security trade-off and behavioral intention and thus, provide some implications for improving mobile commerce adoption From a practical perspective, this study provides managers with significant insights into how to develop and promote mobile commerce in Vietnam

1.4 Research objectives and research questions

The general objective of this work is to extend previous findings of Joireman et al (2012) and Olsen and Tuu (2017b) in (un)healthy behavior domain into mobile commerce context to test the simultaneous impact of risk versus security on continuance intention to use mobile commerce under the influence of consideration of future consequences Accordingly, the specific objectives of this research are:

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

Objective 2: This study aims at testing the simultaneous impact of perceived risk and 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 of future consequences – future on the perception of risk and security

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

In order to achieve the above objectives, this research postulates four corresponding research questions as follow:

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

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

Question 3: What is the mechanism through which CFCs have simultaneously and 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-Immediate strengthens (dampens) the risk (security) – continuance intention relationship?

To achieve the research objectives and address the research questions, this study uses a quantitative method The more detail of the research method is presented in the next section

1.5 Research methodology and scope

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

Cronbach’s Alpha test is adopted in the pilot while in the main studies, the convergent and discriminant validity of measurements are assessed and the proposed hypotheses, including direct, moderating and relative important hypotheses are tested using SmartPLS 3.2.8 Since we investigated consumers’ continuance intention to use mobile commerce, it was necessary that respondents should have a mobile phone, use mobile internet services (e.g., 4G) and have used mobile commerce before Thus, respondents are customers of the three biggest communication service providers in Vietnam (VNPT, Mobifone, and Viettel) They are selected by asking a screening question in order 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

1.6 Research contributions

This research had some significant contributions in both academic and practical ways Firstly, this study contributed to the deeper and broader understanding of if and how the facilitator and barrier simultaneously influence and explain continuance intention to use mobile commerce This study contrasted the impact of perception of risk and security on consumer behavioral intention While risk is widely 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 to discover and examine emerging factors as well as compares the effects between opposite determinants From the practical perspective, the research results provided managers with more tools to foster positive impact while weakening negative impact on continuance intention to use mobile commerce

Secondly, this study contributed 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 continuance intention to use mobile commerce The results demonstrated that while confirms the two underlying factors of consideration of future consequences, also provided additional insight into if and how individual differences in consideration of future consequences relate to continuance intention to use mobile commerce The impact of this variable on continuance intention

to use mobile commerce should be covered in future studies since it is considered as a promising factor in explaining consumer behavior in prior studies In terms of managerial implication, the research results provided a guide for managers to conduct, for example, interventions to encourage consumers to value and become aware of the positive consequences such as security while reducing concern with the negative consequences such as risk in order to advance mobile commerce use

Third, the results helped clarify the mechanism of increasing/reducing continuance intention to use mobile commerce in which, regulation focuses (promotion vs prevention) play an important role It can be that a promotion focus such as activation

of positive conscious will promote continuance intention to use mobile commerce,

whereas a prevention focus such as an increase of negatively immediate outcomes will reduce continuance intention to use mobile commerce From the academic perspective, this generated the need to conduct more studies to better understand the link between CFCs, regulatory focus, and behavioral intention in mobile commerce context while from a practical perspective, CFCs and regulation focus can be used as a criterion to segment and target consumers

Finally, this pioneering study provided a 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 future consequences on this dependent variable The moderating effects provided evidence of how personality traits interact with cognitive evaluation to influence behavior

1.7 Research structure

This study’s structure includes six chapters The first chapter aims at introducing the research background and present the research problem Next, this chapter postulates research objectives and corresponding research questions This chapter also describes research methodology and scope and finally, introduces the research contributions in academic and practical ways

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

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

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 analysis results 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, including the descriptive statistics of observed items; reliability, convergent and discriminant validity of the measurements; and hypotheses testing results

The final chapter provides the conclusions of this research Also, this chapter postulates some significant theoretical and practical implications for both scholars and marketers 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 if the sample is collected from different countries (i.e., cross-culture) Second, the current study does not cover actual mobile commerce use, which can be seen as a more insightful variable Third, the current data are based on self-reports perception; therefore, response biases could be problematic Finally, this study adapts CFC as a measurement of time perspective, which considers immediate and future consequences and 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 the perception of risk and security simultaneously affects continuance intention to use mobile commerce under the influence of considerations of future consequences that generates the need to conduct this study Also, based on the research gap, this study delineates the research methodology and research scope Regarding the research methodology, 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 study aims at testing the reliability, convergent and discriminant validity of the construct measurements PLS-SEM technique with SmartPLS 3.2.8 is adopted to test the hypotheses This chapter also

outlines some significant contributions in both academic and practical ways Finally, the structure of this thesis is demonstrated and research limitations are presented

CHAPTER 2 - LITERATURE REVIEW

In this chapter, the effort is put into doing a literature review to clarify the research gap which provides clearer arguments for investigating if and how the perception of risks and security are related to continuance intention to use mobile commerce 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 research and (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 to conduct 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-mediated environment (Vladimir, 1996), mobile commerce could be considered as a natural extension of traditional e-commerce (Chong, Chan and Ooi, 2012, Kourouthanassis and Giaglis, 2012) Previous studies have also mentioned social commerce, which refers to utilizing Web 2.0 features such as user-generated content and sharing of content in e-commerce

or the use of the social network(s) such as Facebook, Twitter in the context of commerce transactions (Lam et al., 2019, Wu et al., 2015) Thus, social commerce is a subset of traditional commerce and Facebook commerce is a subset of social commerce Therefore, in this study, electronic commerce refers to not only electronic commerce but also social and Facebook commerce One of the key advantages of social commerce and Facebook commerce is that they consumers may consult their social community to seek advice in their purchasing decisions, share product information with their friends or sell products or services via social media (Lam et al., 2019, Wu et al., 2015)

e-Figure 2-1 summarizes the similarities and differences between mobile commerce and other types of commerce Accordingly, Facebook commerce can be seen 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 of electronic commerce (Chong et al., 2012, Kourouthanassis and Giaglis, 2012) However, there is an intersection between Facebook commerce and mobile commerce since consumers may use mobile devices to conduct online purchases on social networks 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, we summarize some of the unique advantages of mobile commerce compared to traditional EC

Table 2-1: Mobile commerce advantages over electronic commerce

Ubiquity: mobile commerce allows customers to conduct

transactions without depending on time and places

Nassuora (2013), Zhang

et al (2012b) Accessibility: mobile commerce users can be received

information from a store without depending on time and

Social commerce

Facebook commerce

Unique characteristics Source

places

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 (2012b)

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 et al (2016)

(Source: author’s summarization) These unique advantages, together with the number of smartphone users is rapidly increasing, it is expected that mobile commerce would benefit consumers much more than e-commerce (Chong et al., 2012) Mobile commerce services offer innovative and advanced features that provide a new way of application and data presentation, process, and interaction compared to a PC or laptop computer that has generated a whole new set

of services such as location-based services, context sensing services and push delivery Furthermore, the development of mobile devices and mobile Internet technologies have fostered the development of super apps, which bring consumer 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 both scholars and practitioners to deeply explore and investigate more about mobile commerce (Kourouthanassis and Giaglis, 2012)

It is worthy to note that mobile commerce also has several disadvantages More specifically, the conduct of online shopping on mobile devices may contain more risks than 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 and Zhang, 2009) Furthermore, since mobile services are considered as self-service technologies (Cunningham, Gerlach, Harper and Young, 2005), consumers expected to have responsibilities on their behaviors and actions, thus generating a psychological burden

on them For example, before making an online purchase on mobile devices, consumers need to ensure that their decisions are proper by conducting an extensive search for product information, sellers and intermediaries in order to compare prices and product quality (Law and Leung, 2000) Finally, the development of mobile devices’ viruses and malware has put privacy and financial information on danger (Hartono et al., 2014) For example, hackers can steal credit card information and conducting fraudulent transactions without consumers’ awareness Hackers can also sell consumers’ personal information such as email to an advertising company to send spam As such, perceived security and perceived risk are becoming a major research topic among information systems professionals and academics (Hartono et al., 2014, Luo et al., 2010, Park and Tussyadiah, 2016) This generates a call for investigating both perceived risk and perceived security in explaining consumers’ intention and behavior 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 mobile commerce, it is critical for mobile commerce service providers to retain users and facilitate consumer continuance usage (Yuan et al., 2014, Zhou, 2013e, Zhou, 2014)

first-However, compared to the abundant research on initial adoption, post-adoption (i.e., continuance intention and usage) has received relatively less attention from researchers (Yuan et al., 2014, Zhou, 2013c, Zhou, 2014), especially in the domain of mobile 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 predict continuance intention to use MC, including theory of reasoned action (Ajzen and Fishbein, 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 et al., 2003), and extended models based on these theories (e.g., Khalifa, Cheng and Shen, 2012, Khalifa and Shen, 2008b) Recent studies on continuance intention to use mobile 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 personality traits as well as novelty structure of well-know variables For example, Zhou (2013c) investigates how the trait

of resistance to change affects continuance to use mobile internet service, and Hartono

et al (2014) repecify and validate a new reflective – formative measurement of perceived security in electronic commerce context while Park and Tussyadiah (2016) review different dimensions of perceived risk and validate that a multi-dimensional operationalization provides a better understanding of risk As such, personality traits and multi-dimensional structure of well-established variables may 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 MC context, and investigate how CFC

is related to high-order constructs of risk and security to influence continuance intention

to use MC