Determinants of Consumers‘ Intentions Regarding Future Use of Mobile Commerce - The Moderator's Effect of Personal Innovation
Determinante namera potrošača u pogledu budućeg korišćenja mobilne trgovine – moderatorski efekat lične inovativnosti
Abstract
Mobile phones have become a marketing instrument for advertising and promoting interactivity with consumers and conducting transactions. The increase in the number of mobile users is the basis for the development of mobile commerce, as an extension of e-commerce. The aim of the research is to identify factors that influence the intention of future use of mobile commerce by consumers. Also, the paper examines the moderator‘s effect of personal innovation. The Technology Acceptance Model (TAM) was used as the starting model for research. The model has been expanded by adding two more determinants, confidence and the influence of the environment, and in particular the moderatory effect of personal innovation is examined. The results of the research show that perceived utility, con fidence and environmental impact have a positive impact on consumers‘ intention regarding the future use of mobile commerce. Also, the results show that personal innovation has a positive moderator role in relation to the perceived utility and the intention of consumers to use mobile commerce in the future. This research goes a step further than the previous ones because it examines the moderatorial effect of personal innovation, which can be characterized as one of the main contributors to the work.
Apstrakt
Mobilni telefoni su postali marketinški instrument za oglašavanje, promovisanje interaktivnosti sa potrošačima i sprovođenje transakcija. Stalni porast broja mobilnih korisnika širom sveta predstavlja osnovu za razvoj mobilne trgovine, koja se generalno posmatra kao proširenje elektronske trgovine. Cilj istraživanja je identifikacija faktora koji imaju uticaj na nameru budućeg korišćenja mobilne trgovine od strane potrošača. Takođe, u radu se ispituje moderatorski efekat lične inovativnosti. Kao polazni model za istraživanje korišćen je model prihvatanja tehnologije (eng. Technology Acceptance Model-TAM), koji polazi od pretpostavke da su percipirana korisnost i lakoća korišćenja ključne determinante usvajanja mobilne trgovine. Model je proširen, tako što su dodate još dve determinante, poverenje i uticaj okoline, a posebno se ispituje moderatorski efekat lične inovativnosti. Rezultati istraživanja pokazuju da percipirana korisnost, poverenje i uticaj okoline imaju pozitivan uticaj na nameru potrošača u pogledu budućeg korišćenja mobilne trgovine. Takođe, rezultati pokazuju da lična inovativnost ima pozitivnu moderatorsku ulogu u odnosu percipirane korisnosti i namere potrošača da u budućnosti koriste mobilnu trgovinu. Ovo istraživanje ide korak dalje u odnosu na prethodna jer ispituje moderatorski efekat lične inovativnosti, što se može okarakterisati i kao jedan od glavnih doprinosa rada.
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