The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce

Nguyen Huu Khoi (Nha Trang University, Nha Trang, Vietnam) (University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Ho Huy Tuu (Department of Economics, Nha Trang University, Nha Trang, Vietnam)
Svein Ottar Olsen (School of Business and Economics, UiT The Arctic University of Norway, Tromsø, Norway)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 10 September 2018

Abstract

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.

Keywords

Citation

Nguyen Huu Khoi, Ho Huy Tuu and Svein Ottar Olsen (2018) "The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 4, pp. 1112-1134

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DOI

: https://doi.org/10.1108/APJML-11-2017-0301

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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