IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v76y2024ics0969698923003533.html
   My bibliography  Save this article

Customization at a glance: Investigating consumer experiences in mobile commerce applications

Author

Listed:
  • Siyal, Abdul Waheed
  • Chen, Hongzhuan
  • Jamal Shah, Syed
  • Shahzad, Fakhar
  • Bano, Shaher

Abstract

The study strives to examine how customization (CUS) affects customers' acceptance of m-commerce applications (MCA) and explore conditions where CUS would strengthen consumers' behavioral intention (BI). The study aimed to bring insights for mobile commerce applications by testing the unified theory of acceptance and use of technology 2 (UTAUT2) factors as mediators between customization and behavioral use. Our findings manifest that CUS positively impacts BI; this effect, meanwhile, has been partially mediated by the mediators illustrated in our model. Most importantly, all our evidence points out that CUS is key to understanding a customer's intention to adopt MCA. Unsurprisingly, products and services will be more helpful with CUS than with homogeneity in enhancing customers' BI to adopt MCA. Indeed, CUS's effect on BI is mediated by a wide range of mediated factors. Our results indicate that UTAUT2 factors influence customers' intentions to adopt MCA. Hence, this study considers it a significant value addition to the theory and practice.

Suggested Citation

  • Siyal, Abdul Waheed & Chen, Hongzhuan & Jamal Shah, Syed & Shahzad, Fakhar & Bano, Shaher, 2024. "Customization at a glance: Investigating consumer experiences in mobile commerce applications," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003533
    DOI: 10.1016/j.jretconser.2023.103602
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923003533
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103602?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kim, Sanghyun & Park, Hyunsun, 2013. "Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance," International Journal of Information Management, Elsevier, vol. 33(2), pages 318-332.
    2. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Duan, Yongrui & Liu, Tonghui & Mao, Zhixin, 2022. "How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Zoran Kalinic & Veljko Marinkovic, 2016. "Determinants of users’ intention to adopt m-commerce: an empirical analysis," Information Systems and e-Business Management, Springer, vol. 14(2), pages 367-387, May.
    5. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Limaj, Everist & Bernroider, Edward W.N., 2019. "The roles of absorptive capacity and cultural balance for exploratory and exploitative innovation in SMEs," Journal of Business Research, Elsevier, vol. 94(C), pages 137-153.
    7. Syed Abdul Rehman Khan & Zhang Yu & Muhammad Umar & Muhammad Tanveer, 2022. "Green capabilities and green purchasing practices: A strategy striving towards sustainable operations," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1719-1729, May.
    8. Cai, Xiaowei & Cebollada, Javier & Cortiñas, Mónica, 2023. "Impact of seller- and buyer-created content on product sales in the electronic commerce platform: The role of informativeness, readability, multimedia richness, and extreme valence," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    9. Tamilmani, Kuttimani & Rana, Nripendra P. & Wamba, Samuel Fosso & Dwivedi, Rohita, 2021. "The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation," International Journal of Information Management, Elsevier, vol. 57(C).
    10. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    11. Pop, Rebeka-Anna & Hlédik, Erika & Dabija, Dan-Cristian, 2023. "Predicting consumers' purchase intention through fast fashion mobile apps: The mediating role of attitude and the moderating role of COVID-19," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    12. Escobar-Rodríguez, Tomás & Carvajal-Trujillo, Elena, 2013. "Online drivers of consumer purchase of website airline tickets," Journal of Air Transport Management, Elsevier, vol. 32(C), pages 58-64.
    13. João Luiz Soares & Juliana Maria Magalhães Christino & Marlusa De Sevilha Gosling & Luciana Alves Rodas Vera & Érico Aurélio Abreu Cardozo, 2020. "Acceptance and use of e-hailing technology: a study of Uber based on the UTAUT2 model," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 34(4), pages 512-535.
    14. Wang, Jiawei, 2023. "The relationship between loneliness and consumer shopping channel choice: Evidence from China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    15. Sarkar, Subhro & Chauhan, Sumedha & Khare, Arpita, 2020. "A meta-analysis of antecedents and consequences of trust in mobile commerce," International Journal of Information Management, Elsevier, vol. 50(C), pages 286-301.
    16. Yuyang Lu & Alaaddin Colak & Jinxin Zhang & Jehad Ali, 2022. "What Motivates Tourists’ Responsible Behavior? An Investigation Based on the Extensive Socialized Model of UTAUT," Mathematical Problems in Engineering, Hindawi, vol. 2022, pages 1-11, June.
    17. Mousa Albashrawi & Luvai Motiwalla, 2019. "Privacy and Personalization in Continued Usage Intention of Mobile Banking: An Integrative Perspective," Information Systems Frontiers, Springer, vol. 21(5), pages 1031-1043, October.
    18. Hyeon-Mo Jeon & Faizan Ali & Shin-Woo Lee, 2019. "Determinants of consumers’ intentions to use smartphones apps for flight ticket bookings," The Service Industries Journal, Taylor & Francis Journals, vol. 39(5-6), pages 385-402, April.
    19. Shaw, Norman & Sergueeva, Ksenia, 2019. "The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value," International Journal of Information Management, Elsevier, vol. 45(C), pages 44-55.
    20. Arpaci, Ibrahim & Karatas, Kasim & Kusci, Ismail & Al-Emran, Mostafa, 2022. "Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach," Technology in Society, Elsevier, vol. 71(C).
    21. Chen, Bo, 2020. "The effect of attribute originality on consumers’ adoption intention of customization: The role of construal level," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    22. Leong, Lai-Ying & Hew, Teck-Soon & Ooi, Keng-Boon & Chong, Alain Yee-Loong, 2020. "Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach," Journal of Business Research, Elsevier, vol. 110(C), pages 24-40.
    23. Seungjae Shin & Won-Jun Lee, 2021. "Factors affecting user acceptance for NFC mobile wallets in the U.S. and Korea," Innovation & Management Review, Emerald Group Publishing Limited, vol. 18(4), pages 417-433, June.
    24. Malaquias, Rodrigo F. & Hwang, Yujong, 2019. "Mobile banking use: A comparative study with Brazilian and U.S. participants," International Journal of Information Management, Elsevier, vol. 44(C), pages 132-140.
    25. de Blanes Sebastián, María García & Antonovica, Arta & Sarmiento Guede, José Ramón, 2023. "What are the leading factors for using Spanish peer-to-peer mobile payment platform Bizum? The applied analysis of the UTAUT2 model," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    26. Giacomo Migliore & Ralf Wagner & Felipe Schneider Cechella & Francisco Liébana-Cabanillas, 2022. "Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory," Information Systems Frontiers, Springer, vol. 24(6), pages 2099-2122, December.
    27. Hamzah, Muhammad Iskandar & Ramli, Faten Aisyah Ahmad & Shaw, Norman, 2023. "The moderating influence of brand image on consumers' adoption of QR-code e-wallets," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    28. Pallant, Jessica & Sands, Sean & Karpen, Ingo, 2020. "Product customization: A profile of consumer demand," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    29. Astrachan, Claudia Binz & Patel, Vijay K. & Wanzenried, Gabrielle, 2014. "A comparative study of CB-SEM and PLS-SEM for theory development in family firm research," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 116-128.
    30. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    31. Alalwan, Ali Abdallah & Dwivedi, Yogesh K. & Rana, Nripendra P., 2017. "Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust," International Journal of Information Management, Elsevier, vol. 37(3), pages 99-110.
    32. Pallant, Jessica L. & Karpen, Ingo O. & Sands, Sean J., 2022. "What drives consumers to customize products? The mediating role of brand experience," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    33. Suk Won Lee & Hye Jin Sung & Hyeon Mo Jeon, 2019. "Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    34. Amoroso, Donald & Lim, Ricardo, 2017. "The mediating effects of habit on continuance intention," International Journal of Information Management, Elsevier, vol. 37(6), pages 693-702.
    35. Vinodh Krishnaraju & Saji K Mathew & Vijayan Sugumaran, 2016. "Web personalization for user acceptance of technology: An empirical investigation of E-government services," Information Systems Frontiers, Springer, vol. 18(3), pages 579-595, June.
    36. Donatas Cvirka & Elzė Rudienė & Mangirdas Morkūnas, 2022. "Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform," Economies, MDPI, vol. 10(2), pages 1-21, February.
    37. Gleim, Mark R. & McCullough, Heath & Sreen, Naman & Pant, Logan G., 2023. "Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    38. Liébana-Cabanillas, Francisco & Marinković, Veljko & Kalinić, Zoran, 2017. "A SEM-neural network approach for predicting antecedents of m-commerce acceptance," International Journal of Information Management, Elsevier, vol. 37(2), pages 14-24.
    39. Patil, Pushp & Tamilmani, Kuttimani & Rana, Nripendra P. & Raghavan, Vishnupriya, 2020. "Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal," International Journal of Information Management, Elsevier, vol. 54(C).
    40. Ashraf, Abdul R. & Thongpapanl Tek, Narongsak & Anwar, Ali & Lapa, Luciano & Venkatesh, Viswanath, 2021. "Perceived values and motivations influencing m-commerce use: A nine-country comparative study," International Journal of Information Management, Elsevier, vol. 59(C).
    41. Röding, Tobias & Steinmann, Sascha & Wagner, Gerhard & Schramm-Klein, Hanna, 2023. "A classification of information-oriented PoS technology from customer perception," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    42. Huang, Yung-Chuan, 2023. "Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    43. Erjavec, Jure & Manfreda, Anton, 2022. "Online shopping adoption during COVID-19 and social isolation: Extending the UTAUT model with herd behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    44. Prasanta Kr. Chopdar & V.J. Sivakumar, 2019. "Impulsiveness and its impact on behavioural intention and use of mobile shopping apps: a mediation model," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 19(1), pages 29-56.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hauff, Sven & Richter, Nicole Franziska & Sarstedt, Marko & Ringle, Christian M., 2024. "Importance and performance in PLS-SEM and NCA: Introducing the combined importance-performance map analysis (cIPMA)," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. de Blanes Sebastián, María García & Antonovica, Arta & Sarmiento Guede, José Ramón, 2023. "What are the leading factors for using Spanish peer-to-peer mobile payment platform Bizum? The applied analysis of the UTAUT2 model," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    2. Kamal Abubker Abrahim Sleiman & Wang Jin & Lan Juanli & Hong Zhen Lei & Jingyi Cheng & Yuanxin Ouyang & Wenge Rong, 2022. "The Factors of Continuance Intention to Use Mobile Payments in Sudan," SAGE Open, , vol. 12(3), pages 21582440221, August.
    3. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).
    4. Khan, Ikram Ullah, 2022. "How does culture influence digital banking? A comparative study based on the unified model," Technology in Society, Elsevier, vol. 68(C).
    5. Hossain, Akram & Quaresma, Rui & Rahman, Habibur, 2019. "Investigating factors influencing the physicians’ adoption of electronic health record (EHR) in healthcare system of Bangladesh: An empirical study," International Journal of Information Management, Elsevier, vol. 44(C), pages 76-87.
    6. Jiang, Yi & Lai, Po-Lin & Yang, Ching-Chiao & Wang, Xinchen, 2023. "Exploring the factors that drive consumers to use contactless delivery services in the context of the continued COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Hamzah, Muhammad Iskandar & Ramli, Faten Aisyah Ahmad & Shaw, Norman, 2023. "The moderating influence of brand image on consumers' adoption of QR-code e-wallets," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    8. Abdalwali Lutfi, 2022. "Factors Influencing the Continuance Intention to Use Accounting Information System in Jordanian SMEs from the Perspectives of UTAUT: Top Management Support and Self-Efficacy as Predictor Factors," Economies, MDPI, vol. 10(4), pages 1-17, March.
    9. Tamilmani, Kuttimani & Rana, Nripendra P. & Prakasam, Naveena & Dwivedi, Yogesh K., 2019. "The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2," International Journal of Information Management, Elsevier, vol. 46(C), pages 222-235.
    10. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    11. Zhong, Junying & Chen, Tiao, 2023. "Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    12. Hiran, Kamal Kant & Dadhich, Manish, 2024. "Predicting the core determinants of cloud-edge computing adoption (CECA) for sustainable development in the higher education institutions of Africa: A high order SEM-ANN analytical approach," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    13. Queiroz, Maciel M. & Fosso Wamba, Samuel, 2019. "Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA," International Journal of Information Management, Elsevier, vol. 46(C), pages 70-82.
    14. Bindu K. Nambiar & Kartikeya Bolar, 2023. "Factors influencing customer preference of cardless technology over the card for cash withdrawals: an extended technology acceptance model," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 58-73, March.
    15. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    16. Leonie Kuen & Fiona Schürmann & Daniel Westmattelmann & Sophie Hartwig & Shay Tzafrir & Gerhard Schewe, 2023. "Trust transfer effects and associated risks in telemedicine adoption," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    17. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    18. Nenad Tomić & Zoran Kalinić & Violeta Todorović, 2023. "Using the UTAUT model to analyze user intention to accept electronic payment systems in Serbia," Portuguese Economic Journal, Springer;Instituto Superior de Economia e Gestao, vol. 22(2), pages 251-270, May.
    19. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    20. Francisco Liébana-Cabanillas & Francisco Muñoz-Leiva & Sebastián Molinillo & Elena Higueras-Castillo, 2022. "Do biometric payment systems work during the COVID-19 pandemic? Insights from the Spanish users' viewpoint," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-25, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003533. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.