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Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk

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  • Prasanta Kr. Chopdar
  • V. J. Sivakumar

Abstract

We drew on the unified theory of acceptance and use of technology (UTAUT2) model, and perceived risk construct to propose an integrated model to explain continuance usage of mobile shopping applications. Espoused national cultural values of individualism/collectivism, masculinity/femininity, power distance, uncertainty avoidance, and long-term/short-term orientation act as moderators to examine the influence of within-culture variation on app usage. Findings reveal habit as the strongest predictor of both continuance intention and use behaviour, but interestingly perceived risk did not influence the post-acceptance behaviour of users significantly. Individualism/collectivism, masculinity/femininity, and long-term/short-term orientation espoused cultural values significantly moderated the relationships in the model. Noteworthy theoretical and managerial implications of the research are discussed further.

Suggested Citation

  • Prasanta Kr. Chopdar & V. J. Sivakumar, 2019. "Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk," Behaviour and Information Technology, Taylor & Francis Journals, vol. 38(1), pages 42-64, January.
    • Handle: RePEc:taf:tbitxx:v:38:y:2019:i:1:p:42-64
    DOI: 10.1080/0144929X.2018.1513563
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    Cited by:

    1. Tang, Jia-Wei & Tsai, Pei-Hsuan, 2024. "Exploring critical determinants influencing businesses’ continuous usage of mobile payment in post-pandemic era: Based on the UTAUT2 perspective," Technology in Society, Elsevier, vol. 77(C).

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