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 Major : Business administration Code : 9340101 DISSERTATION Academic advisors: 1. NGUYỄN ĐÔNG PHONG 2. LÊ NHẬT HẠNH Ho Chi Minh city – 2020 i DECLARATION OF AUTHENTICITY This thesis is the result of work done during the period of registration and is wholly the work of the author. Nguyen Huu Khoi ii ACKNOWLEDGEMENTS I would like to thank my first supervisor, Professor Nguyen Dong Phong, for making me a better reader, a better thinker, and a better writer.
I am also grateful to my second supervisor Doctor Le Nhat Hanh for her challenging observations on my ideas and proposals. Their constant guidance, invaluable suggestions and deep insights in research have immensely shaped this thesis. This dissertation would never have been written without their kind and patient assistance. 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. Nguyen Huu Khoi iii TABLE OF CONTENT Declaration of authenticity.
ii Table of content. iii List of abbreviations. vi List of tables. vii List of figures.
ix CHAPTER 1 - INTRODUCTION. Definition of key terms. Time perspective and consideration of future consequences. Mobile commerce adoption in Vietnamese enterprises.
The selection of Vietnam as a research context for the current study12 1. Justification for the current research. Research objectives and research questions. Research methodology and scope .22 CHAPTER 2 - LITERATURE REVIEW.
Mobile commerce and its advantages. Continuance intention to use mobile commerce. Previous studies on mobile commerce. Previous studies on mobile commerce context in a Vietnam context 29 2.
Previous studies on mobile commerce in an international context. Individual difference variables in mobile commerce research and consideration of future consequences. Perceived risk and perceived security in mobile service adoption. Conclusion of the literature review .52 CHAPTER 3 - HYPOTHESES DEVELOPMENT.
Theoretical frameworks to connect consideration of future consequences, perceived risk and security and continuance intention to use mobile commerce. Regulatory focus theory. Regulatory fit theory. Research hypotheses and research model.
Consideration of future consequences-Immediate versus consideration of future consequences-Future. Perceived risk vs security and continuance intention to adopt mobile commerce. The relationships between time perspective and perceived risk versus perceived security. The moderating effects of CFCs.
Proposed research model and hypotheses .68 CHAPTER 4 - RESEARCH METHODOLOGY. Cronbach’s Alpha testing results. The main study. Data analysis method.96 v CHAPTER 5 - RESULTS AND DISCUSSION.
Validation of measures: reliability and validity. First-order and reflective – reflective second-order constructs. Reflective - formative second-order construct. Checking for common method bias.
The strategy for testing the proposed moderating effects. Product indicator approach. Two-stage approach. Justification for selecting the two-state approach.
Testing hypotheses by applying PLS-SEM. Research model quality. The direct effects. The moderating effects.
Testing for asymmetric impact. Post-hoc analysis. The summarization of hypothesis testing results. Hypothesis testing results summary.
Limitations and future research .134 List of author’s published papers .29 vi LIST OF ABBREVIATIONS CFC Consideration of future consequences CFC-Future Consideration of future consequences - Future CFC-Immediate Consideration of future consequences - Immediate CMB Common method bias DTPB Decomposed Theory of Planned Behavior EC Electronic commerce IDT Innovation diffusion theory MC Mobile commerce MISS Information systems success PLS-SEM Partial least square structural equation modeling SCT Social cognitive theory PR Perceived risk PS Perceived security TAM Technology acceptance model TTF Task – technology fit TPB Theory of planned behavior TRA Theory of reasoned action UTAUT The unified theory of acceptance and use of technology The extended unified theory of acceptance and use of UTAUT2 technology VIF Variance inflation factor vii 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 viii 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 ix ABSTRACT This study investigates how a specific domain consideration of future consequences i., 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 x 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. 1 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.
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 Key terms Definition Source(s) Mobile commerce Mobile commerce is considered as Khoi, Tuu and conducting transactions on mobile Olsen (2018) devices (smartphone, tablets) via wireless connections such as mobile internet (e., 3G, 4G) or wireless internet Consideration of future An individual differences characteristic Strathman, consequences reflecting the extent to which people Gleicher, consider the potential distant outcomes Boninger and of their current behaviors and are Edwards (1994) influenced by those potential outcomes 2 Key terms Definition Source(s) Consideration of future Consideration of future consequences Joireman, consequences- scale contains questions tapping concern Balliet, Sprott, Immediate with immediate consequences Spangenberg Consideration of future Consideration of future consequences and Schultz consequences-Future scale contains questions tapping concern (2008) with future consequences Perceived risk Perceived risk is defined as potential Featherman and negative outcomes or losses of a Pavlou (2003), decision to use mobile commerce Kim, Ferrin and Rao (2008), Luo, Li, Zhang and Shim (2010) Perceived security Perceived security is defined as positive Cheung and Lee results of safety process and store (2006), Hartono, transaction information in relation to Holsapple, Kim, using mobile commerce Na and Simpson (2014, p. 12), Kim, Tao, Shin and Kim (2010b) Continuance intention Continuance intention is defined as an Chong (2015) to use mobile individual’s subjective probability that a commerce consumer will continue using mobile commerce (Source: author’s summarization) 3 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).