Understanding the Determinants of Continuous Intention to Use M-Commerce: Application of the Adapted UTAUT Model
Razumevanje determinanti namere kontinuiranog korišćenja m-trgovine: primena adaptiranog UTAUT modela
Abstract
With the rise in mobile device use, m-commerce is becoming the preferred method for electronic transactions. Consequently, models explaining consumer behavior in technology adoption are evolving. Among these, the UTAUT model stands out as one of the most frequently used. The aim of this paper is to determine whether variables such as performance expectancy, effort expectancy, social influence, and trust influence consumers‘ intention to use mobile commerce services. Additionally, the paper examines whether personal innovativeness significantly moderates the relationship between these variables and the intention to use mobile commerce. The study employs descriptive statistical analysis, reliability analysis, correlation analysis, multiple regression analysis, and moderation regression analysis. The results show that performance expectancy, effort expectancy, social influence, and trust are drivers of the intention to use mobile commerce. Furthermore, the findings indicate that personal innovativeness significantly moderates the relationship between trust and the intention to use mobile commerce in the future. The research results may be useful for m-commerce service providers in terms of improving system security, promoting the utility value of these services. The originality of this paper lies in testing the moderating role of personal innovativeness in the relationship between the mentioned variables and the intention to use m-commerce.
Apstrakt
Sa porastom upotrebe mobilnih uređaja, m-trgovina postaje preferirani način za obavljanje elektronskih transakcija. Uporedo, dolazi do evoluiranja modela koji objašnjavaju ponašanje potrošača u domenu prihvatanja novih tehnologija. Među njima se, kao jedan od najčešće korišćenih, izdvaja UTAUT model. Cilj rada je utvrditi da li varijable -percipirane performanse, očekivani napor, društveni uticaj i poverenje, imaju uticaj na nameru potrošača za korišćenjem usluga mobilne trgovine. Pored toga, u radu se ispituje da li lična inovativnost ima signifikantnu moderatorsku ulogu u odnosu između pomenutih varijable i namere za korišćenjem mobilne trgovine. U radu je primenjena deskriptivna statistička analiza, analiza pouzdanosti, korelaciona analiza, višestruka regresiona analiza i moderacijska regresiona analiza. Rezultati pokazuju da su percipirane performanse, očekivani napor, društveni uticaj i poverenje pokretači namere budućeg korišćenja mobilne trgovine. Pored toga, pokazano je da postoji značajna moderatorska uloga lične inovativnosti u odnosu poverenja i namere budućeg korišćenja mobilne trgovine. Rezultati istraživanja mogu biti korisni za pružaoce usluga m-trgovine u pogledu unapređenja bezbed-nosti sistema i promovisanja upotrebnih vrednosti ovih usluga. Imajući u vidu da su prethodna istraživanja fokusirana više na testiranje glavnih nego moderatorskih efekata, originalnosti rada doprinosi testiranje moderatorske uloge lične inovativnosti u odnosu pomenutih varijabli i namere budućeg korišćenja m-trgovine.
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