Luận án tiến sĩ: Vai trò rủi ro cảm nhận và an toàn cảm nhận trong thương mại di động - Trường ĐH Kinh tế TP.HCM

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 luan an 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: 1. NGUYỄN ĐÔNG PHONG 2. LÊ NHẬT HẠNH Ho Chi Minh city – 2020 luan an 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 luan an ii ACKNOWLEDGMENTS 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 luan an iii TABLE OF CONTENT Declaration of authenticity.ii Table of content.iii List of abbreviations.vi List of tables.vii List of figures.

ix CHAPTER 1 - INTRODUCTION. Definition of key terms. Justification for the current research. Research objectives and research questions.

Research methodology and scope.13 CHAPTER 2 - LITERATURE REVIEW. Mobile commerce and its advantages. Continuance intention to use mobile commerce. Mobile commerce adoption in Vietnamese enterprises.

Previous studies on mobile commerce in a Vietnam and international context. Previous studies on mobile commerce context in a Vietnam context24 2. Previous studies on mobile commerce in an international context. Individual difference variables in mobile commerce research and consideration of future consequences.

Perceived risk and perceived security in mobile service adoption.44 luan an iv 2. Conclusion of the literature review. The selection of Vietnam as a research context for the current study.49 CHAPTER 3 - HYPOTHESES DEVELOPMENT. Theoretical frameworks to connect consideration of future consequences, perceived risk and security and continuance intention to use mobile commerce.

Regulatory focus theory. Regulatory fit theory. Research hypotheses and research model. Consideration of future consequences-Immediate versus consideration of future consequences-Future.

Perceived risk vs security and continuance intention to adopt mobile commerce. The relationships between time perspective and perceived risk versus perceived security. The moderating effects of CFCs. Proposed research model and hypotheses.64 CHAPTER 4 - RESEARCH METHOD.

Cronbach’s Alpha testing results. The main study. Data analysis method.93 CHAPTER 5 - DATA ANALYSIS AND RESULTS. Validation of measures: reliability and validity.

First-order and reflective – reflective second-order constructs. Reflective - formative second-order construct. Checking for common method bias. The strategy for testing the proposed moderating effects.

Product indicator approach. Two-stage approach. Justification for selecting the two-state approach in the current study. Testing hypotheses by applying PLS-SEM.

Research model quality. The direct effects. The moderating effects. Testing for asymmetric impact.

Post-hoc analysis. The summarization of hypothesis testing results. Hypothesis testing results summary.120 CHAPTER 6 - CONCLUSIONS AND IMPLICATIONS. Limitations and future research.130 List of author’s published papers.27 luan an vi luan an vii 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 The unified theory of acceptance and use of UTAUT technology The extended unified theory of acceptance and use of UTAUT2 technology VIF Variance inflation factor luan an viii LIST OF TABLES Table 1-1: Definition of key terms used in the present research.1 Table 2-1: Mobile commerce advantages over electronic commerce.15 Table 2-2: Previous studies on mobile commerce in a Vietnam context.25 Table 2-3: Some widely adopted theories of adoption.33 Table 3-1: The summary of regulatory focus theory.51 Table 3-2: Summarization of proposed hypotheses.63 Table 4-1: Constructs measurement.70 Table 4-2: Cronbach's Alpha testing results.76 Table 4-3: Final items of the questionnaire.82 Table 4-4: Respondents' characteristic.89 Table 5-1: Cronbach's Alpha and composite reliability.96 Table 5-2: Factor loadings and average variance extracted.97 Table 5-3: Fornell-Larcker and Heterotrait-Monotrait criterion.103 Table 5-4: Convergent testing results of reflective-formative second-order construct.

105 Table 5-5: The direct effect testing results.109 Table 5-6: The moderating effect testing results.110 Table 5-7: Testing the relative importance of direct effects.111 Table 5-8: ANOVA analysis results.112 Table 5-9: Summary of path analysis testing results.114 Table 5-10: Summary of hypothesis testing results.115 luan an ix LIST OF FIGURES Figure 2-1: Comparison between mobile commerce and other types of commerce.15 Figure 2-2: Websites with a mobile version.20 Figure 2-3: Enterprises with a mobile application for doing business.21 Figure 2-4: Average time-on-site of customers on the mobile versions of websites 21 Figure 2-5: Percentage of enterprises with a mobile application to support.22 Figure 2-6: Forms of advertising on websites/mobile applications.22 Figure 2-7: Advertising expenditure of the five cities.23 Figure 2-8: Evaluation of the effectiveness of online advertising forms.23 Figure 3-1: Regulatory fit between individual focus and risk vs security perception. 53 Figure 3-2: Proposed research model.64 Figure 4-1: Research process diagram.67 Figure 5-1: The reflective - reflective second-order construct of perceived risk.104 Figure 5-2: The reflective - formative second-order construct of perceived security. 104 Figure 5-3: Path analysis results (without lower-order constructs).116 Figure 5-4: Path analysis results (with lower-order constructs).117 luan an x ABSTRACT This study investigates how a specific domain consideration of future consequences i., consideration of future consequences-Immediate (CFC- Immediate) and consideration of future consequences-Future (CFC-Future) asymmetrically associate and interact with perceived risk and perceived security as trade-off constructs in predicting continuance intention to use mobile commerce. Based on a self-administered survey data set of 441 Vietnamese consumers, partial least square structural equation modeling is used to test the hypotheses.

The results show that CFC-Immediate and CFC-Future are important in explaining continuance intention to use mobile commerce, but their roles are different due to the asymmetric impact on perceived risk versus perceived security as well as their moderating effects on the perceived risk, security and continuance intention. This study is unique since it explores the different roles of CFC-Immediate and CFC- Future in explaining continuance intention to use mobile commerce under the trade- off role of perceived risk versus perceived security. Keywords: Consideration of future consequences; perceived risk and security; continuance intention; direct, asymmetric and moderating effects. TÓM TẮT Luận án này nghiên cứu cách thức biến số xem xét kết quả trong tương lai trong bối cảnh thương mại di động, cụ thể hơn là xem xét kết quả tương lai trong ngắn hạn (CFC-Immediate) và xem xét kết quả tương lại trong dài hạn (CFC- Future) tác động bất đối xứng đến rủi ro cảm nhận và an toàn cảm nhận cũng như tương tác với các biến số này trong việc dự báo ý định tiếp tục sử dụng thương mại di động.

Dựa trên một mẫu khảo sát tự quản lý gồm 441 người tiêu dùng Việt Nam, phương pháp mô hình cấu trúc tối thiểu bán phần được sử dụng để kiểm định giả thuyết. Kết quả cho thấy CFC-Immediate và CFC-Future có vài trò quan trọng trong việc giải thích ý định tiếp tục sử dụng thương mại di động, nhưng vai trò mỗi biến số là khác nhau do tác động bất đối xứng đến đến rủi ro cảm nhận và an toàn cảm nhận cũng tác động điều tiết lên mối quan hệ giữa rủi ro cảm nhận, an toàn cảm luan an xi nhận và ý định tiếp tục sử dụng thương mại di động. Luận án có những đóng góp quan trọng trong việc khám phá tác động của CFC-Immediate và CFC-Future đến ý định tiếp tục sử dụng thương mại di động dưới sự đánh đổi về cảm nhận giữa của rủi ro cảm nhận và an toàn cảm nhận. Từ khóa: Xem xét kết quả trong tương lai; rủi ro cảm nhận và an toàn cảm nhận; ý định tiếp tục; tác động trực tiếp, bất đối xứng và điều tiết.

luan an 1 CHAPTER 1 - INTRODUCTION This chapter aims to introduce the research background and to present research gaps. Accordingly, the literature review demonstrates that there still a lack of studies that simultaneously investigates both risk and security to form more comprehensive pictures of if and how opposite determinants are related to continuance intention to use mobile commerce. This literature review additionally demonstrates the need to investigate continuance intention to adopt MC from the perspective of consideration of future consequences. Based on the identified research gap, this chapter postulates four research objectives and four corresponding research questions.

Next, research methodology and scope are described. Finally, four expected research contributions are introduced in academic and practical ways. Definition of key terms Table 1-1 postulates key terms used in the current studies as well as their definition and source(s) Table 1-1: Definition of key terms used in the present research Key terms Definition Source(s) Mobile commerce Mobile commerce is considered as Khoi, Tuu conducting transactions on mobile and Olsen devices (smartphone, tablets) via (2018) wireless connections such as mobile internet (e., 3G, 4G) or wireless internet Consideration of An individual differences Strathman, future consequences characteristic reflecting the extent to Gleicher, which people consider the potential Boninger and distant outcomes of their current Edwards (1994) behaviors and are influenced by those potential outcomes Consideration of Consideration of future Joireman, future consequences- consequences scale contains questions Balliet, Sprott, Immediate tapping concern with immediate Spangenberg consequences and Schultz Consideration of Consideration of future (2008) future consequences- consequences scale contains questions Future tapping concern with future luan an 2 Key terms Definition Source(s) consequences Perceived risk Perceived risk is defined as Featherma potential negative outcomes or losses of n and Pavlou a decision to use mobile commerce (2003), Kim, Ferrin and Rao (2008), Luo, Li, Zhang and Shim (2010) Perceived Perceived security is defined as Cheung security positive results of safety process and and Lee (2006), store transaction information in relation Hartono, to using mobile commerce Holsapple, Kim, Na and Simpson (2014, p. 12), Kim, Tao, Shin and Kim (2010b) Continuance Continuance intention is defined Chong intention to use mobile as an individual’s subjective probability (2015) commerce that a consumer will continue using mobile commerce (Source: author’s summarization) 1.

Research background Previous studies have considered the significant evolvement of mobile devices and mobile internet technologies in recent year (Hanafizadeh, Behboudi, Koshksaray and Tabar, 2014, Malaquias and Hwang, 2016) as an important facilitator of the development and proliferation of mobile applications and mobile business (Celik, 2016, Lu, 2014). As a result, mobile commerce has emerged as an alternative and modern type of shopping among consumers (Khoi et al., 2018, Phong, Khoi and Le, 2018, Shao, Zhang, Li and Guo, 2019). Because mobile commerce use mobile devices and wireless internet connection, the key benefits of this modern type of commerces are ubiquity, accessibility, convenience, localization, instant connectivity, time sensitivity and security (Anil, Ting, Moe and Jonathan, 2003, Nassuora, 2013, Sanakulov and Karjaluoto, 2015, Zhang, Zhu and Liu, 2012).