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

Authors

  • Jin-Myong Lee Chungnam National University
  • Jong-Youn Rha Seoul National University

DOI:

https://doi.org/10.7903/ijecs.1526

Keywords:

Ambivalence, Personalized Technology, Mobile Commerce, Internal Conflict, Gender Difference

Abstract

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

 

Author Biographies

Jin-Myong Lee, Chungnam National University

Jin-Myong Lee is an Assistant Professor in the Department of Consumers' Life Information at the Chungnam National University. She received a Ph.D. in Consumer Science from Seoul National University. Her current research interests include the computer-human interaction, consumers' technology adoption, electronic commerce and media convergence, and consumer privacy issues.

Jong-Youn Rha, Seoul National University

Jong-Youn Rha is a Professor and Head in the Department of Consumer Science at the Seoul National University. She received a Ph.D. in Consumer Science from The Ohio State University. She was an Assistant Professor at the University of Delaware and completed 'The Art and Practice of Leadership Development' at the Harvard University. Her current research interests include the consumer satisfaction and well-being, technology innovation and market change, and consumer behavior in ICT environment.

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Published

2017-12-31

Issue

Vol. 8 No. 2 (2017)

Section

Ethic and behavior issues for e-commerce