(LUẬN văn THẠC sĩ) 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 PERCEIVED RISK AND SECURITY DISSERTATION Ho Chi Minh city – 2020 TIEU LUAN MOI download : skknchat@gmail.com 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: PROF DR NGUYỄN ĐÔNG PHONG DR LÊ NHẬT HẠNH Ho Chi Minh city – 2020 TIEU LUAN MOI download : skknchat@gmail.com 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 TIEU LUAN MOI download : skknchat@gmail.com 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 TIEU LUAN MOI download : skknchat@gmail.com iii 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 - INTRODUCTION 1.1 Definition of key terms 1.2 Research background 1.2.1 Time perspective and consideration of future consequences .3 1.2.2 Research gap 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 - 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 TIEU LUAN MOI download : skknchat@gmail.com iv 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 - 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 - 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 TIEU LUAN MOI download : skknchat@gmail.com v CHAPTER - 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 - 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 REFERENCES APPENDICES 29 TIEU LUAN MOI download : skknchat@gmail.com 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 TIEU LUAN MOI download : skknchat@gmail.com vii LIST OF TABLES Table 1-1: Definition of key terms used in the present research 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 TIEU LUAN MOI download : skknchat@gmail.com viii LIST OF FIGURES Figure 1-1: Websites with a mobile version .9 Figure 1-2: Enterprises with a mobile application for doing business 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 TIEU LUAN MOI download : skknchat@gmail.com 11 Figure 5-1: Path analysis results (without lower-order constructs) (Source: author’s calculation) 5.6 Discussion The testing results indicated that CFC-Immediate and CFC-Future had positive effects on continuance intention to use mobile Although the previous literature does not exist any studies that investigate the association between CFCs and continuance intention in mobile commerce context, the findings of Olsen and Tuu (2017) in (un)healthy eating behavior domain seem to support this finding Accordingly, these authors have demonstrated that individuals with CFC-Immediate are more likely to focus on hedonic values such as fun, enjoyment, and excitement while ones with CFC-Future are more likely to concern themselves with utilitarian values, including weight control or keeping a good health status Previous studies have contented that mobile commerce is a dual-purposed system (Wu and Lu, 2013) that provides consumers with both hedonic and utilitarian values Thus, the impacts of both CFC-Immediate and Future on continuance intention to use mobile commerce are as expected These impacts are also consistent with the suggestions of Joireman et al (2008) and Joireman et al (2012) which argues that consumers may consider the future consequences or the immediate consequences of their actions, or both Previous studies in B2C electronic commerce context have proved the prevention role of perceived risk (Chen, 2013, Shao et al., 2019, Wu and Wang, 2005, Yuan et al., 2014) and the promotion role of perceived security (Chang and Chen, 2009, Cheng et al., 2006, Lian and Lin, 2008, Salisbury et al., 2001) As such, the negative impact of perceived risk and the positive influence of perceived security on continuance intention to use mobile commerce is consistent with previous findings It is worthy to note that the magnitude of the effect TIEU LUAN MOI download : skknchat@gmail.com 12 of perceived risk on continuance intention to use mobile commerce seems to be larger than the one of perceived security on continuance intention to use mobile commerce This implies that consumers of mobile commerce may put more importance on risk over security when evaluating whether they should keep using mobile commerce or not The testing results showed that CFC-Immediate has a positive effect on perceived risk while CFC-Future has a positive effect on perceived security These findings are consistent with regulatory focus theory (Higgins, 1997), which suggests that consumers’ regulatory focus is related to an online shopping environment and consideration of future consequences (Joireman et al., 2012, van Noort et al., 2007) More specifically, while the perceived risk is considered as a prevention focus (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012), perceived security can be seen as a promotion focus Joireman et al (2012) clarified that promotion-oriented consumers are likely driven by the consideration of future consequences, while preventionoriented consumers are likely to be affected by the consideration of immediate consequences Thus, the results are expected and explainable Also, the testing result indicated that CFC-Immediate had a positive relationship with perceived security This is consistent with a previous argument of Joireman et al (2008) which argues that consumers with CFC-Immediate may think about both the prevention and promotion foci, and empirical finding of Joireman et al (2012), which shows that CFC can be related to both prevention and promotion foci However, the impact of CFC-Future on perceived risk was not supported by data This may be because consumers with CFC-Future are more like to focus on promotion focus such as perceived security, and thus, put less concern for prevention focus such as perceived risk The testing results supported two over four moderating hypotheses More specifically, the negatively moderating effect of CFC-Immediate and the positively moderating effect of CFC-Future on the relationship between perceived security and continuance intention to use mobile commerce were confirmed These findings are consistent with regulatory fit theory (Aaker and Lee, 2006, Higgins et al., 2003), which suggests that individual with CFC-Future will have a feeling of “fit” when thinking about security and individuals with a high level of CFC-Immediate will have a feeling of “mismatch” when thinking about security However, we fail to prove the buffering role of CFC-Immediate on perceived risk – continuance intention to use mobile commerce relationship This is unexpected yet is explainable As mentioned above, mobile commerce comprises of immediate hedonic consequences such as fun, enjoyment that promote mobile commerce use These hedonic motivations are stronger than the perceived risk in explaining mobile commerce usage intention and thus, neutralize the negative moderating effect of CFC-Immediate on risk – continuance intention association Also, we fail to prove the weakening effect of CFC-Future on this relationship This can be explained by the suggestion that consumers may adopt both time orientation (i.e., CFC-Immediate and CFCFuture) in order to achieve the desired results and balance (Joireman et al., 2012) Thus, CFC-Future does not show a strong conflict with risk perception, leading to termination of the moderating effect of this variable on risk – continuance intention relationship TIEU LUAN MOI download : skknchat@gmail.com 13 CHAPTER - CONCLUSIONS AND IMPLICATIONS 6.1 Conclusion This study explored the relative role of CFC-Immediate and CFC-Future in explaining continuance intention to use mobile commerce under the trade-off role of perceived risk and perceived security Accordingly, CFC-Immediate versus CFC-Future and perceived risk versus perceived security were hypothesized to simultaneously affect continuance intention to use mobile commerce This study further explored the interactions between those constructs as well as the asymmetric effects of CFC-Immediate versus CFC-Future on perceived risk versus perceived security Based on a sample of 441 mobile commerce consumers in Vietnam, we adopted PLS to test the proposed hypotheses and found the results supported most of the proposed hypotheses With those interesting findings, this study proposed some significant implications for both academics and practice 6.2 Theoretical implications Studies in the psychological area have contended that individual differences and personality traits are strongly related to personal values and thus, exert a significant effect on consumer behavior (Parks-Leduc, Feldman and Bardi, 2014) In a mobile commerce context, previous studies have demonstrated that individual difference variables have an important role in explaining consumers’ behavior (Gerpott and Thomas, 2014, Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012) This generates a call for further studies to discover and explore more individual difference variables such as personality traits in predicting continuance intention to use mobile commerce (Hong et al., 2017, Mohamed et al., 2014, Zhou, 2013d, Zhou, 2014) By proposing, investigating and confirming the role of CFC in explaining continuance intention to use mobile commerce, this study responses to the above call and contributes to the literature to form a more comprehensive picture of how and why individual differences in CFC influence continuance intention to use mobile commerce This is because the adoption of CFC to explain continuance intention to use mobile commerce is largely ignored in the literature Also, the finding that both CFC-Immediate and CFC-Future have positive effects on continuance intention to use mobile commerce demonstrates that CFC is a promising variable in explaining consumer behavior in an online context in general and a mobile commerce context in specific Future studies investigating factors affecting mobile commerce in Vietnam and global contexts can adapt CFC to increase the predictive power of the research model For example, because CFC is a trait rather than a state, it can act as a moderator to moderate the relationship in question Moreover, the finding contributes to the debate of how CFC is structured (Joireman et al., 2008, Joireman et al., 2012) by validating the two-factors construct of CFC (Dassen et al., 2015, Dassen et al., 2016, Joireman et al., 2008, Joireman et al., 2012, Olsen and Tuu, 2017) Strathman et al (1994) developed a 12item scale measuring the individual differences in CFC This scale has been derived and adopted in many studies to explain a wide range of behaviors such as health behavior, financial decision-making, work behavior, ethical decision-making in organizational contexts and environmental decision-making (Joireman and King, 2016) Most of these studies have considered CFC as a uni-dimensional construct (i.e., a sum of the items of CFC-Future and reverse-coded CFC-Immediate) However, an emerging argument that the two-factor structure of CFC best explains responses has received the attention from scholars (Adams, 2012, Joireman et al., 2008, Joireman et al., 2012, Rappange et al., 2009, Toepoel, 2010) because this distinction provides both important theoretical and practical implication (Joireman et al., 2012) Following this approach, we used the two-factor structure of CFC to investigate its role in explaining continuance intention to use mobile commerce The testing results of reliability, convergent and discriminant validity and correlation analysis indicated that TIEU LUAN MOI download : skknchat@gmail.com 14 mobile commerce-adapted CFC-Immediate and CFC-Future are two distinct constructs and independently predict continuance intention to use mobile commerce This implies that time orientations vary among consumers and that consumers with different time perspectives may have different behavioral tendencies regarding mobile commerce use (Joireman et al., 2012) Furthermore, both CFC-Immediate and CFC-Future contribute equally to continuance intention to use mobile commerce, suggesting that their effective mechanisms could jointly contribute to mobile commerce use, which helps clarity CFC’s relationship with a given outcome (Joireman et al., 2012) such as continuance intention to use mobile commerce In other words, the continuance intention to use mobile commerce is driven by both a concern with future consequences and by a concern with immediate consequences Clearly, this implication will be overlooked when one adopts a uni-dimensional structure of CFC As such, future studies on mobile commerce in both Vietnamese and international contexts should utilize the two-factor solution to provide a deeper and broader understanding While there is a call for integrating both facilitator and barrier factors into a research model to shed more useful insights on consumers’ adoption intention and behavior (Hanafizadeh et al., 2014, Malaquias and Hwang, 2016, Phong et al., 2018), the simultaneous investigation of the impact of perceived risk versus perceived security on continuance intention is ignored in the mobile commerce context Thus, the findings regarding the effects of perceived risk and security on continuance intention to use mobile commerce yield some interesting implications Firstly, the findings demonstrated that both perceived risk and perceived security have impact on continuance intention to use mobile commerce with opposite valence This indicated that continuance intention to use mobile commerce can be seen as a trade-off between avoiding negative outcomes (e.g., losing time and money) and achieving positive results (e.g., gaining security while saving money) Secondly, while perceived risk has a negative effect on the continuance intention, perceived security show a positive impact on this variable, and thus, confirming the barrier role of perceived risk and facilitator role of perceived security in mobile commerce setting Finally, the effect of perceived risk on the continuance intention seems to be stronger than the one of perceived security, providing evidence that perceived risk may have a stronger link to mobile commerce use in consumers’ minds (Zhang et al., 2012) In other words, when thinking about mobile commerce, consumers may feel risky rather than secure and therefore, trying to avoid risk by not confirming mobile commerce use This has important implications that lose (e.g., time, effort, money) may have a stronger effect on consumers’ behavior than gains in mobile commerce context Thus, future studies should not only investigate promotion factors but should also cover prevention variables to generate a deeper and broader understanding of the opposite impacts of these determinants and thus, develop more effective and efficient policies to foster mobile commerce use Joireman et al (2012) have argued that consumers may develop a dominant time orientation which concentrates on immediate or future result However, both concerns are not polar opposites In other words, consumers may consider risk perception is important, security perception is important, or both They have further recommended that future studies should compare the effect of each component of CFC on a given outcome Following this recommendation, we adopted the two-components structure of CFC to investigate the different (asymmetric) effects that they have on perceived risk and security The testing results demonstrate that the two sub-scales of CFC (i.e., CFC-Immediate and CFC-Future) have different (asymmetric) influences on perceived risk versus perceived security Specifically, while both CFC-Immediate and CFC-Future have positive effects on perceived risk, CFC-Immediate emerges as the best predictor of this variable CFC-Future appears to be the unique determinant of perceived security while CFC-Immediate does not exert a significant impact on this variable The findings, while further confirms the two-factor distinction of CFC, also TIEU LUAN MOI download : skknchat@gmail.com 15 theoretically and empirically validate the advantages suggested by Joireman et al (2012) of this distinction The results also provide additional insight into if and how individual differences in CFC relate to the perception of risk and security That is, from the individual difference perspectives, consumers with CFC-Future develop a promotion-oriented regulatory style and concern on positive consequences such as security, primarily aim to promote positive outcomes and thus are more likely to use mobile commerce Thus, interventions should focus on encouraging consumers to value and become aware of the positive consequences (e.g., security) in order to advance mobile commerce use By comparison, consumers with CFC-Immediate develop a preventionoriented regulatory style and focusing on negative results such as risk, primarily aim to avoid negative outcomes and are less likely to use mobile commerce Thus, intervention should focus on reducing a concern with the negative consequences (i.e., perceived risk) of mobile commerce use (Joireman et al., 2012, Olsen and Tuu, 2017) Put in broader theoretical terms, the findings regarding asymmetric effects imply that activation of positive conscious as a promotion focus will promote continuance intention to use mobile commerce, whereas the increasing perception of negative outcomes as a prevention focus will lower the likelihood of continuance intention to use mobile commerce Generally, the findings might converge with the conclusion that consumers in the mobile commerce context dominate negative outcomes or positive results to support their decision The current findings are different from previous studies in the areas of health or environment behaviors due to the differences in contexts or the differences in how to operationalize CFC (Joireman et al., 2012, Olsen and Tuu, 2017) Also, Joireman et al (2012, p 1283) have suggested that “those scoring high on CFC-Future primarily aim to promote positive outcomes but are also attuned to preventing negative outcomes” Consistent with this finding, the testing result shows that CFC-Immediate has positive effects on both perceived risk and security This provides preliminary evidence that mobile commerce consumers may develop a mechanism involving possible outcomes that meet both goals simultaneously This generates a better understanding of the link between CFC, regulatory focus, and behavior in the mobile commerce context As such, future studies in a mobile commerce context (Vietnamese and international) should adopt the mechanism through which CFCs have different or asymmetric impacts on promotion focus and prevention focus (e.g., individualism and collectivism) to effectively explain consumers’ behaviors (e.g., impulsive buying) While the interactions between CFC and individual foci have been suggested in previous studies in proenvironmental behaviors and health behaviors (Joireman et al., 2012, Kees et al., 2010, O'Connor, Warttig, Conner and Lawton, 2009, Orbell and Hagger, 2006, Orbell and Kyriakaki, 2008, Ouellette et al., 2005, Strathman et al., 1994), there is still a lack of such understanding in mobile commerce context Thus, in order to broaden and deepen previous understanding of the interaction between CFC and individual foci, this pioneering study extends previous studies by proposing and testing the interaction between CFCs, in particular, mobile commerce context, with the trade-off constructs, the perceived risk versus perceived security, in explaining continuance intention to use mobile commerce Specifically, while CFC-Immediate weakens the relationship between perceived security and continuance intention to use mobile commerce, CFC-Future strengthens the perceived security – continuance intention to use mobile commerce relationship These findings suggest that mobile commerce consumers may consider security as a regular positive goal, and it is weakened by avoiding negative outcomes, such as avoiding risk Also, mobile commerce consumers may consider mobile commerce as a positive outcome, and this outcome is strengthened by considering positive results, for example, gaining security Furthermore, the findings are significant because they turn a simple main effect into a conditional or contingent effect It means that consumers who have a high level of mobile TIEU LUAN MOI download : skknchat@gmail.com 16 commerce’s security perception are less likely to continue using mobile commerce if they are more concerned with immediate consequences On the contrary, consumers who have a high level of mobile commerce’s security perception are more likely to continue using mobile commerce if they are more concerned with future consequences These findings are important since it provides scholars and marketers with more insight on how to promote mobile commerce use Also, the buffering effect of CFC-Future on perceived security – continuance intention to use mobile commerce implies that consumers scoring high on CFC-Future are more likely to think about positive consequences and develop promotion focus, and thus, have more possibilities to adopt mobile commerce In other words, CFC-Future consumers place more importance on perceived security, making them more sensitive to it and thus, have a high level of propensity to use mobile commerce Given that individual difference variable in this study (i.e., CFCs) play a key role in moderating the influences of individual foci (i.e., perceived security) on behavior in a mobile commerce context, future research, and interventions should also cover other individual difference factors that might moderate the relationship between perception variables and consumers’ behavior 6.3 Practical implications This study explains continuance intention to use mobile commerce from individual differences in CFC and a trade-off between perceived risk and security The results confirm the role of CFC, risk versus security as well as their interaction in predicting this research phenomenon As such, this study has some significant practical implications to foster continuance intention to use mobile commerce Firstly, CFC-Future has a positive impact on perceived security which in turn, has a positive influence on continuance intention to use mobile commerce Also, this variable interacts with perceived security to exert a positive effect on continuance intention to use mobile commerce As such, CFC-Future has an important role in fostering mobile commerce In other words, consumers with a high score of CFC-Future are more likely to continue using mobile commerce Since CFC-Future is a trait, it is relatively stable and enduring (Joireman et al., 2012, Strathman et al., 1994) Thus, it can be used as a segmentation criterion (Kotler, 2009) and consumers with a high level of CFC-Future is an attractive segment As a result, instead of conducting undifferentiated marketing strategies on all mobile commerce users, marketers now can develop differentiated or focused marketing on this segment to increase effectiveness In these marketing strategies, marketers should emphasize positive aspects (e.g., security, time and money-saving) of mobile commerce because these aspects are fitter with CFC-Future and thus, are more easily to be absorbed and buffered via the process of selective attention and selective retention Therefore, identifying and the subsequent targeting of consumers with a high score of CFC-Future may well represent an appropriate strategy for developing and consolidating mobile commerce Secondly, while CFC-Immediate has a positive effect on perceived risk which in turn, has a negative impact on continuance intention to use mobile commerce, it also has a positive influence on continuance intention to use mobile commerce Furthermore, it has a positive association with perceived security which in turn, leads to continuance intention to use mobile commerce As such, consumers with a high score of CFCImmediate can also be a segment that needs marketers’ attention However, this potential segment requires special marketing campaigns in order to shift consumers from prevention focus to promotion focus Also, these marketing campaigns should emphasize the hedonic values (Babin et al., 1994, Khoi et al., 2018, Zhang et al., 2012) of mobile commerce such as fun, flow, fantasy, and enjoyment because these values attract consumers scoring high on CFC-Immediate Thirdly, this study confirms the positive influence of perceived security on continuance intention to use mobile commerce As such, marketers and policymakers should pay attention to increase consumers’ security TIEU LUAN MOI download : skknchat@gmail.com 17 perception To this, the Vietnamese Government should enact laws and statutes that clearly delineate the rights and obligations of parties involved in mobile commerce transactions and activities, along with penalties for those that break the law Also, the Vietnamese Government should have policies to develop information communication and technology such as high-speed mobile internet, cloud computing, digital signature, and encryption in order to increase the reliability and security of mobile commerce information systems Furthermore, marketers and policymakers can use the three-factor measurement as a more comprehensive metric of the perceived security of mobile websites/apps This metric allows marketers and policymakers to achieve a richer and deeper understanding of how security is perceived, evaluated and how it impacts consumers’ continuance intention to use mobile commerce Such knowledge does not only help mobile website/apps owners identify problems with perceived security and subsequently develop strategic decisions to improve perceived security among consumers Finally, the finding confirms the negative effect of perceived risk on continuance intention to use mobile commerce Thus, mobile commerce practice requires marketers and policymakers not only focus on promotion factors but also need to address resources to inhibit prevention and barrier determinants Similar to perceived security, this study adopts a multi-dimensional structure that better measure and explain consumers’ risk perception Based on this structure, marketers and policymakers can form a more comprehensive understanding of what consumers concern about as a risk in mobile commerce and thus, develop a more effective and efficient to decrease this perception Furthermore, the perception of risk measurement adopted in the current study can also be used as a metric to measure and evaluate the performance of a mobile website/app in reducing perceived risk 6.4 Limitations and future research This study has some limitations that should be noted First, the current data is collected from a single self-administered, correlational survey Thus, using panel data to test the relationships between CFC, perceived risk and perceived security and continuance intention to use mobile commerce over time would benefit scholars in terms of consolidating the findings Also, the findings would more general if the sample is collected from different countries (i.e., cross-culture) Second, while continuance intention to use mobile commerce is widely confirmed as an important determinant of actual mobile commerce use, it is not the replacement for this variable Thus, future studies should cover actual mobile commerce use in a research model to increase confidence in the findings Third, the current data are based on self-reports perception, therefore, response biases could be problematic This issue could be addressed by adopting a design experiment Finally, this study adapts CFC as a measurement of time perspective, which considers immediate and future consequences and ignores the past Therefore, future studies should consider adapting and improving different scales that include different time orientations for assessing consumer behavior TIEU LUAN MOI download : skknchat@gmail.com CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc lập - Tự - Hạnh phúc TP Hồ Chí Minh, ngày 28 tháng 02 năm 2020 TRANG THƠNG TIN VỀ NHỮNG ĐĨNG GĨP MỚI VỀ MẶT HỌC THUẬT, LÝ LUẬN CỦA LUẬN ÁN Tên luận án: Khía cạnh thời gian ý định tiếp tục sử dụng thương mại di động: vai trò rủi ro cảm nhận an toàn cảm nhận Chuyên ngành: Quản trị kinh doanh Mã số: 9340101 Nghiên cứu sinh: Nguyễn Hữu Khơi Khóa: 2017.1 Cơ sở đào tạo: Trường Đại học Kinh tế TP Hồ Chí Minh Người hướng dẫn luận án: GS TS Nguyễn Đông Phong TS Lê Nhật Hạnh Đóng góp mặt học thuật lý luận: Các nghiên cứu khứ kêu gọi nghiên cứu thảo luận khám phá thêm biến số cá nhân tính cách cá nhân 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 xác nhận vai trò biến số xem xét kết tương lai (Consideration of future consequences – CFC), nghiên cứu đáp lại kêu gọi nói đóng góp vào việc hình thành tranh hồn chỉnh cách khác biết CFC tác động đến ý định tiếp tục sử dụng thương mai di động Bên cạnh đó, kết cho thấy xem xét kết tương lai ngắn hạn (CFC-Immediate) xem xét tương lai dài hạn có tác động tích cực đến ý định tiếp tục sử dụng thương mại di động, gợi ý CFC biến số có tiếm việc giải thích hành vi người tiêu dùng nói chung bối cảnh thương mại di động Hơn nữa, kết nghiên cứu đóng góp vào tranh luận cấu trúc CFC (Joireman & cộng sự, 2008; Joireman & cộng sự, 2012) việc xác nhận phù hợp cấu trúc hai thành phần biến số (Dassen & cộng sự, 2015; Dassen & cộng sự, 2016; Joireman & cộng sự, 2008; Joireman & cộng sự, 2012; Olsen & Tuu, 2017) Trong hầu hết nghiên cứu trước xem CFC cấu trúc đơn hướng, lập luận gần cấu trúc hai thành phần CFC giải thích tốt phản hỏi đáp viên nhận quan tâm học giả (Adams, 2012; Joireman & cộng sự, 2008; Joireman & cộng sự, 2012; Rappange & cộng sự, 2009; TIEU LUAN MOI download : skknchat@gmail.com Toepoel, 2010), (Joireman & cộng sự, 2012) Theo cách tiếp cận trên, nghiên cứu sử dụng cấu trúc hai thành phần CFC để khám phá vai trò biến số việc giải thích ý định tiếp tục sử dụng thương mại di động Kết kiểm định độ tin cậy, độ giá trị hội tụ phân biệt phân tích tương quan cho thấy CFC-Immediate CFC-Future bối cảnh thương mại di động hai cấu trúc phân biệt có tác động độc lập lên ý định tiếp tục sử dụng thương mại di động Vì vậy, ý định tiếp tục sử dụng thương mại di động hình thành kết dài hạn ngắn hạn Trong nghiên cứu trước khuyến khích việc tích hợp biến số thúc đẩy rào cản vào mơ hình nghiên cứu nhằm mang lại nhiều hiểu biết hữu ích liên quan đến ý định hành vi chấp nhận công nghệ (Hanafizadeh & cộng sự, 2014; Malaquias & Hwang, 2016; Phong & cộng sự, 2018), việc nghiên cứu đồng thời tác động rủi ro cảm nhận an toàn cảm nhận đến ý định tiếp tục sử dụng bị bỏ qua bối cảnh thương mại di động Vì vậy, kết liên quan đến tác động rủi ro cảm nhận an toàn cảm nhận đến ý định tiếp tục sử dụng thương mại di động mạng lại số hàm ý đáng quan tâm Nghiên cứu sử dụng cấu trúc hai thành phần CFC để khám phá tác động bất đối xứng biến số đến rủi ro an toàn cảm nhận Kết kiểm định cho thấy hai thành phần CFC (CFC-Immediate CFC-Future) có tác động bất đối xứng lên rủi ro cảm nhận an toàn cảm nhận Kết cho thấy, xác nhận thêm phân biệt hai thành phần CFC, đồng thời củng cố đề xuất lợi ích phân biệt hai thành phần Joireman & cộng (2012) Kết mang lại thêm hiểu biết liên quan đến cách biến số phản ánh khác biệt cá nhân có liên quan đến cảm nhận rủi ro an toàn Trong tương tác CFC tập trung cá nhân gợi ý nghiên cứu trước bối cảnh bảo vệ môi trường sức khỏe (Joireman & cộng sự, 2012; Kees & cộng sự, 2010; O'Connor & cộng sự, 2009; Orbell & Hagger, 2006; Orbell & Kyriakaki, 2008; Ouellette & cộng sự, 2005; Strathman & cộng sự, 1994), hiểu biết tương tác bối cảnh thương mai di động cịn thiếu vắng Vì vậy, nhằm mục đích mở rộng củng cố hiểu biết trước tương tác CFC tập trung cá nhân, nghiên cứu mở rộng nghiên cứu khư thông qua việc đề xuất kiểm định tương tác CFC cảm nhận rủi ro an toàn bối cảnh thương mại động việc giải thích ý định tiếp tục sử dụng thương mại di động Kết nghiên cứu có ý nghĩa quan trọng kết biến tác động trực tiếp đơn giản thành tác động có điều kiện Điều có ý nghĩa người tiêu dùng có mức độ cảm nhận cao rủi ro có khả tiếp tục sử dụng thương mại di động họ quan tâm nhiều đến kết ngắn hạn Ngược lại, người tiêu dùng có mức độ cảm TIEU LUAN MOI download : skknchat@gmail.com nhận cao an tồn có nhiều khả tiếp tục sử dụng thương mại di động họ quan tâm nhiều đến kết dài hạn Tài liệu tham khảo: Adams, J (2012) Consideration of immediate and future consequences, smoking status, and body mass index Health Psychology, 31(2), 260-263 Dassen, F C., Houben, K., & Jansen, A (2015) Time orientation and eating behavior: Unhealthy eaters consider immediate consequences, while healthy eaters focus on future health Appetite, 91, 13-19 Dassen, F C M., Jansen, A., Nederkoorn, C., & Houben, K (2016) Focus on the future: Episodic future thinking reduces discount rate and snacking Appetite, 96, 327-332 Hanafizadeh, P., Behboudi, M., Koshksaray, A A., & Tabar, M J S (2014) Mobile-banking adoption by Iranian bank clients Telematics and Informatics, 31(1), 62-78 Hong, J.-C., Lin, P.-H., & Hsieh, P.-C (2017) The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch Computers in Human Behavior, 67, 264-272 Joireman, J., Balliet, D., Sprott, D., Spangenberg, E., & Schultz, J (2008) Consideration of future consequences, ego-depletion, and self-control: Support for distinguishing between CFCImmediate and CFC-Future sub-scales Personality and Individual Differences, 45(1), 1521 Joireman, J., Shaffer, M J., Balliet, D., & Strathman, A (2012) Promotion orientation explains why future-oriented people exercise and eat healthy: evidence from the two-factor consideration of future consequences-14 scale Personality and Social Psychology Bulletin, 38(10), 1272-1287 Kees, J., Burton, S., & Tangari, A H (2010) The impact of regulatory focus, temporal orientation, and fit on consumer responses to health-related advertising Journal of Advertising, 39(1), 19-34 Malaquias, R F., & Hwang, Y (2016) An empirical study on trust in mobile banking: A developing country perspective Computers in Human Behavior, 54, 453-461 Mohamed, N., Hussein, R., Hidayah Ahmad Zamzuri, N., & Haghshenas, H (2014) Insights into individual's online shopping continuance intention Industrial Management & Data Systems, 114(9), 1453-1476 O'Connor, D B., Warttig, S., Conner, M., & Lawton, R (2009) Raising awareness of hypertension risk through a web-based framing intervention: does consideration of future consequences make a difference? Psychology, Health & Medicine, 14(2), 213-219 TIEU LUAN MOI download : skknchat@gmail.com Olsen, S O., & Tuu, H H (2017) Time perspectives and convenience food consumption among teenagers in Vietnam: The dual role of hedonic and healthy eating values Food Research International, 99(1), 98-105 Orbell, S., & Hagger, M (2006) Temporal framing and the decision to take part in type diabetes screening: Effects of individual differences in consideration of future consequences on persuasion Health Psychology, 25(4), 537-548 Orbell, S., & Kyriakaki, M (2008) Temporal framing and persuasion to adopt preventive health behavior: Moderating effects of individual differences in consideration of future consequences on sunscreen use Health Psychology, 27(6), 770-779 Ouellette, J A., Hessling, R., Gibbons, F X., Reis-Bergan, M., & Gerrard, M (2005) Using images to increase exercise behavior: Prototypes versus possible selves Personality and Social Psychology Bulletin, 31(5), 610-620 Tác giả (2018) Factors affecting mobile shopping: a Vietnamese perspective Rappange, D R., Brouwer, W B., & van Exel, N J (2009) Back to the Consideration of Future Consequences Scale: time to reconsider? The Journal of Social Psychology, 149(5), 562584 Strathman, A., Gleicher, F., Boninger, D S., & Edwards, C S (1994) The consideration of future consequences: weighing immediate and distant outcomes of behavior Journal of Personality and Social Psychology, 66(4), 742-752 Toepoel, V (2010) Is consideration of future consequences a changeable construct? Personality and Individual Differences, 48(8), 951-956 Zhou, T (2013) Understanding continuance usage of mobile sites Industrial Management & Data Systems, 113(9), 1286–1299 Zhou, T (2014) Understanding the determinants of mobile payment continuance usage Industrial Management & Data Systems, 114(6), 936–948 Nghiên cứu sinh ký tên TIEU LUAN MOI download : skknchat@gmail.com SOCIALIST REPUBLIC OF VIETNAM Independence – Liberty - Happiness Ho Chi Minh City, 28 February, 2020 THEORETICAL CONTRIBUTIONS OF THE DISSERTATION Dissertation: TIME PERSPECTIVE AND CONTINUANCE INTENTION TO USE MOBILE COMMERCE: THE DUAL ROLE OF PERCEIVED RISK AND SECURITY Major: Business administration Code: 9340101 Doctoral student: Nguyễn Hữu Khôi PhD Course: 2017.1 Education center: University of Economics Ho Chi Minh city Academic advisors: Prof Dr Nguyễn Đông Phong Dr Lê Nhật Hạnh Theoretical contributions: Previous studies have called for further studies to discover and explore more individual difference variables such as personality traits in predicting continuance intention to use mobile commerce (Hong et al., 2017, Mohamed et al., 2014, Zhou, 2013d, Zhou, 2014) Thus, by proposing, investigating and confirming the role of consideration of future consequences (CFC) in explaining continuance intention to use mobile commerce, this study responses to the above call and contributes to the literature to form a more comprehensive picture of how and why individual differences in CFC influence continuance intention to use mobile commerce Also, the finding that both CFC-Immediate and CFC-Future have positive effects on continuance intention to use mobile commerce demonstrates that CFC is a promising variable in explaining consumer behavior in an online context in general and a mobile commerce context in specific Moreover, the finding contributes to the debate of how CFC is structured (Joireman et al., 2008, Joireman et al., 2012) by validating the two-factors construct of CFC (Dassen et al., 2015, Dassen et al., 2016, Joireman et al., 2008, Joireman et al., 2012, Olsen and Tuu, 2017) While most of previous studies have considered CFC as a uni-dimensional construct, an emerging argument that the two-factor structure of CFC best explains responses has received the attention from scholars (Adams, 2012, Joireman et al., 2008, Joireman et al., 2012, Rappange et al., 2009, TIEU LUAN MOI download : skknchat@gmail.com Toepoel, 2010)(Joireman et al., 2012) Following this approach, we used the two-factor structure of CFC to investigate its role in explaining continuance intention to use mobile commerce The testing results of reliability, convergent and discriminant validity and correlation analysis indicated that mobile commerce-adapted CFC-Immediate and CFC-Future are two distinct constructs and independently predict continuance intention to use mobile commerce As such, the continuance intention to use mobile commerce is driven by both a concern with future consequences and by a concern with immediate consequences While there is a call for integrating both facilitator and barrier factors into a research model to shed more useful insights on consumers’ adoption intention and behavior (Hanafizadeh et al., 2014, Malaquias and Hwang, 2016, tác giả et al., 2018), the simultaneous investigation of the impact of perceived risk versus perceived security on continuance intention is ignored in the mobile commerce context Thus, the findings regarding the effects of perceived risk and security on continuance intention to use mobile commerce yield some interesting implications We also adopted the two-components structure of CFC to investigate the different (asymmetric) effects that they have on perceived risk and security The testing results demonstrate that the two sub-scales of CFC (i.e., CFC-Immediate and CFC-Future) have different (asymmetric) influences on perceived risk versus perceived security The findings, while further confirms the two-factor distinction of CFC, also theoretically and empirically validate the advantages suggested by Joireman et al (2012) of this distinction The results also provide additional insight into if and how individual differences in CFC relate to the perception of risk and security While the interactions between CFC and individual foci have been suggested in previous studies in pro-environmental behaviors and health behaviors (Joireman et al., 2012, Kees et al., 2010, O'Connor, Warttig, Conner and Lawton, 2009, Orbell and Hagger, 2006, Orbell and Kyriakaki, 2008, Ouellette et al., 2005, Strathman et al., 1994), there is still a lack of such understanding in mobile commerce context Thus, in order to broaden and deepen previous understanding of the interaction between CFC and individual foci, this pioneering study extends previous studies by proposing and testing the interaction between CFCs, in particular, mobile commerce context, with the trade-off constructs, the perceived risk versus perceived security, in explaining continuance intention to use mobile commerce The findings are significant because they turn a simple main effect into a conditional or contingent effect It means that consumers who have a high level of mobile commerce’s risk perception are less likely to continue using mobile commerce if they are more concerned with immediate consequences On the contrary, consumers who have a high level of mobile commerce’s security perception are more likely to continue using mobile commerce if they are more concerned with future consequences TIEU LUAN MOI download : skknchat@gmail.com References: Adams, J., 2012 Consideration of immediate and future consequences, smoking status, and body mass index Health Psychology, 31(2): 260-263 Dassen, F.C., K Houben and A Jansen, 2015 Time orientation and eating behavior: Unhealthy eaters consider immediate consequences, while healthy eaters focus on future health Appetite, 91: 13-19 Dassen, F.C.M., A Jansen, C Nederkoorn and K Houben, 2016 Focus on the future: Episodic future thinking reduces discount rate and snacking Appetite, 96: 327-332 Hanafizadeh, P., M Behboudi, A.A Koshksaray and M.J.S Tabar, 2014 Mobile-banking adoption by Iranian bank clients Telematics and Informatics, 31(1): 62-78 Hong, J.-C., P.-H Lin and P.-C Hsieh, 2017 The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch Computers in Human Behavior, 67: 264272 Joireman, J., D Balliet, D Sprott, E Spangenberg and J Schultz, 2008 Consideration of future consequences, ego-depletion, and self-control: Support for distinguishing between CFCImmediate and CFC-Future sub-scales Personality and Individual Differences, 45(1): 1521 Joireman, J., M.J Shaffer, D Balliet and A Strathman, 2012 Promotion orientation explains why future-oriented people exercise and eat healthy: evidence from the two-factor consideration of future consequences-14 scale Personality and Social Psychology Bulletin, 38(10): 12721287 Kees, J., S Burton and A.H Tangari, 2010 The impact of regulatory focus, temporal orientation, and fit on consumer responses to health-related advertising Journal of Advertising, 39(1): 19-34 Malaquias, R.F., Y Hwang, 2016 An empirical study on trust in mobile banking: A developing country perspective Computers in Human Behavior, 54: 453-461 Mohamed, N., R Hussein, N Hidayah Ahmad Zamzuri and H Haghshenas, 2014 Insights into individual's online shopping continuance intention Industrial Management & Data Systems, 114(9): 1453-1476 O'Connor, D.B., S Warttig, M Conner and R Lawton, 2009 Raising awareness of hypertension risk through a web-based framing intervention: does consideration of future consequences make a difference? Psychology, Health & Medicine, 14(2): 213-219 TIEU LUAN MOI download : skknchat@gmail.com Olsen, S.O., H.H Tuu, 2017 Time perspectives and convenience food consumption among teenagers in Vietnam: The dual role of hedonic and healthy eating values Food Research International, 99(1): 98-105 Orbell, S., M Hagger, 2006 Temporal framing and the decision to take part in type diabetes screening: Effects of individual differences in consideration of future consequences on persuasion Health Psychology, 25(4): 537-548 Orbell, S., M Kyriakaki, 2008 Temporal framing and persuasion to adopt preventive health behavior: Moderating effects of individual differences in consideration of future consequences on sunscreen use Health Psychology, 27(6): 770-779 Ouellette, J.A., R Hessling, F.X Gibbons, M Reis-Bergan and M Gerrard, 2005 Using images to increase exercise behavior: Prototypes versus possible selves Personality and Social Psychology Bulletin, 31(5): 610-620 Tác giả, 2018 Factors affecting mobile shopping: a Vietnamese perspective Rappange, D.R., W.B Brouwer and N.J van Exel, 2009 Back to the Consideration of Future Consequences Scale: time to reconsider? The Journal of Social Psychology, 149(5): 562584 Strathman, A., F Gleicher, D.S Boninger and C.S Edwards, 1994 The consideration of future consequences: weighing immediate and distant outcomes of behavior Journal of Personality and Social Psychology, 66(4): 742-752 Toepoel, V., 2010 Is consideration of future consequences a changeable construct? Personality and Individual Differences, 48(8): 951-956 Zhou, T., 2013 Understanding continuance usage of mobile sites Industrial Management & Data Systems, 113(9): 1286–1299 Zhou, T., 2014 Understanding the determinants of mobile payment continuance usage Industrial Management & Data Systems, 114(6): 936–948 Signature TIEU LUAN MOI download : skknchat@gmail.com ... 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... 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. .. explaining continuance intention to use mobile commerce Finally, we also explain continuance intention to use mobile commerce and consumers’ perception of risk and security from a consideration of future