Record Details

AMBIVALENCE TOWARD PERSONALIZED TECHNOLOGY AND INTENTION TO USE LOCATION-BASED MOBILE COMMERCE: THE MODERATING ROLE OF GENDER

International Journal of Electronic Commerce Studies

View Archive Info
 
 
Field Value
 
Title AMBIVALENCE TOWARD PERSONALIZED TECHNOLOGY AND INTENTION TO USE LOCATION-BASED MOBILE COMMERCE: THE MODERATING ROLE OF GENDER
 
Creator Lee, Jin-Myong; Chungnam National University
Rha, Jong-Youn; Seoul National University
 
Subject Ambivalence; Personalized Technology; Mobile Commerce; Internal Conflict; Gender Difference
 
Description Gaining personalized benefits from technology often simultaneously increases privacy risk and thus consumers’ evaluation of such personalized technologies (PTs) could be ambivalent. This study aimed to examine the effects of ambivalence toward PTs on internal conflicts and intention to use location–based mobile commerce (LBMC) and the extent to which these relationships were moderated by gender. Data were collected from a self-administered online survey of South Korean mobile users (N = 500). Structural equation results revealed that ambivalence toward PTs had a direct positive effect on intention to use LBMC and an indirect negative effect mediated by internal conflict. Gender was found to moderate two paths in the model; a high level of ambivalence toward PTs increased the internal conflicts among females but not males, whereas internal conflicts decreased the intention to use LBMC among males but not females. Theoretical and managerial implications for researchers and marketing practitioners are then discussed. To cite this document: Hsin-Yen Yen and Ching Li, "DIFFERENCES IN WALKABILITY INFLUENCE RESIDENTS’ HYPERTENSION IN TAIWAN: AN ANALYSIS OF OPEN GOVERNMENT DATA", International Journal of Electronic Commerce Studies, Vol.8, No.2, pp.158-179, 2017. Permanent link to this document:http://dx.doi.org/10.7903/ijecs.1526 
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor —
 
Date 2017-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
Questionnaire Survey
 
Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1526
 
Source International Journal of Electronic Commerce Studies; Vol 8, No 2 (2017); 158-179
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1526/344
http://academic-pub.org/ojs/index.php/ijecs/article/downloadSuppFile/1526/39
 
Rights Copyright (c) 2018 International Journal of Electronic Commerce Studies