The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce
Purpose: The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt mobile commerce (MC) in the context of a develo...
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| Định dạng: | Journal Article |
| Ngôn ngữ: | English |
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Emerald Publishing Limited
2020
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| Truy cập trực tuyến: | http://digital.lib.ueh.edu.vn/handle/UEH/59719 https://doi.org/10.1108/APJML-11-2017-0301 |
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oai:localhost:UEH-597192020-01-02T02:13:36Z The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce Nguyen Huu Khoi Ho Huy Tuu Olsen Svein Ottar Vietnam Mobile Commerce Social value Social value Utilitarian value Intention to adopt Purpose: The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt mobile commerce (MC) in the context of a developing country, Vietnam. Design/methodology/approach: Based on self-administered survey data of 382 Vietnamese consumers, a structural equation modelling approach with latent constructs is used to test the hypotheses. Findings: Perceived values explain consumer attitudes, subjective norms and behavioural intentions in the MC context. In particular, they help to increase the explained variance of the intention to adopt MC by about 9.58 per cent compared with the TPB. Finally, a cross-effect on consumer attitudes from subjective norms is also found. Research limitations/implications: Future studies would benefit from investigating other variables (e.g. innovativeness or trust) and using actual behaviour (e.g. online purchases). Practical implications: Business managers should pay attention to different forms of consumer values to understand how and why consumers adopt MC in a developing country. Originality/value: This study fills the gap in the literature by simultaneously investigating the role of utilitarian, hedonic and social value in a TPB model in the MC context. 2020-01-02T02:13:36Z 2020-01-02T02:13:36Z 2018 Journal Article 1355-5855 http://digital.lib.ueh.edu.vn/handle/UEH/59719 https://doi.org/10.1108/APJML-11-2017-0301 en Asia Pacific Journal Of Marketing And Logistics Vol. 30, No. 4 none Portable Document Format (PDF) 1112 1134 Emerald Publishing Limited |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
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DSpaceUEH |
| language |
English |
| topic |
Vietnam Mobile Commerce Social value Social value Utilitarian value Intention to adopt |
| spellingShingle |
Vietnam Mobile Commerce Social value Social value Utilitarian value Intention to adopt Nguyen Huu Khoi The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce |
| description |
Purpose: The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt mobile commerce (MC) in the context of a developing country, Vietnam. Design/methodology/approach: Based on self-administered survey data of 382 Vietnamese consumers, a structural equation modelling approach with latent constructs is used to test the hypotheses. Findings: Perceived values explain consumer attitudes, subjective norms and behavioural intentions in the MC context. In particular, they help to increase the explained variance of the intention to adopt MC by about 9.58 per cent compared with the TPB. Finally, a cross-effect on consumer attitudes from subjective norms is also found. Research limitations/implications: Future studies would benefit from investigating other variables (e.g. innovativeness or trust) and using actual behaviour (e.g. online purchases). Practical implications: Business managers should pay attention to different forms of consumer values to understand how and why consumers adopt MC in a developing country. Originality/value: This study fills the gap in the literature by simultaneously investigating the role of utilitarian, hedonic and social value in a TPB model in the MC context. |
| author2 |
Ho Huy Tuu |
| author_facet |
Ho Huy Tuu Nguyen Huu Khoi |
| format |
Journal Article |
| author |
Nguyen Huu Khoi |
| author_sort |
Nguyen Huu Khoi |
| title |
The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce |
| title_short |
The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce |
| title_full |
The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce |
| title_fullStr |
The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce |
| title_full_unstemmed |
The role of perceived values in explaining Vietnamese consumers' attitude and intention to adopt mobile commerce |
| title_sort |
role of perceived values in explaining vietnamese consumers' attitude and intention to adopt mobile commerce |
| publisher |
Emerald Publishing Limited |
| publishDate |
2020 |
| url |
http://digital.lib.ueh.edu.vn/handle/UEH/59719 https://doi.org/10.1108/APJML-11-2017-0301 |
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AT nguyenhuukhoi theroleofperceivedvaluesinexplainingvietnameseconsumersattitudeandintentiontoadoptmobilecommerce AT nguyenhuukhoi roleofperceivedvaluesinexplainingvietnameseconsumersattitudeandintentiontoadoptmobilecommerce |
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