Ambivalence toward Personalized Technology and Intention to Use Location-Based Mobile Commerce: The Moderating Role of Gender

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2017-12-31 DOI:10.7903/IJECS.1526

Jin-Myong Lee, Jong-Youn Rha

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引用次数: 9

Abstract

Gaining personalized benefits from technology often simultaneously increases privacy risk and thus consumersâ€™ 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 locationâ€“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

查看原文本刊更多论文

对个性化技术的歧义和使用基于位置的移动商务的意愿：性别的调节作用

从技术中获得个性化利益往往会同时增加隐私风险，从而增加消费者的™ 对这种个性化技术（PT）的评估可能是矛盾的。本研究旨在检验对PT的矛盾心理对内部冲突和使用基于位置的移动商务（LBMC）的意图的影响，以及这些关系在多大程度上受到性别的调节结构方程结果显示，对PT的矛盾心理对使用LBMC的意图有直接的积极影响，而由内部冲突介导的间接的消极影响。在模型中，性别被发现调节了两条路径；对PT的高度矛盾心理增加了女性而非男性之间的内部冲突，而内部冲突降低了男性而非女性使用LBMC的意愿。然后讨论了对研究人员和营销从业者的理论和管理启示。引用本文件：辛彦彦、李，“台湾地区居民高血压的行为能力差异影响：政府开放数据分析”，《国际电子商务研究杂志》，2017年第8卷，第2期，第158-179页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1526

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.