How Espoused Cultural Values Affect Smartphone-based Mobile Payment Users in China?

摘要

This study examines the impacts of social influence and privacy protection on mobile commerce continuance and the moderation effects of espoused cultural values. A research model rooted in expectation-confirmation theory was tested using 356 usable responses from Android mobile payment users in China. The results revealed that both post-usage privacy protection and social influence beliefs drove Android user continuous intentions direct and indirect via user satisfaction. The espoused cultural value, masculinity/femininity, moderates the effect of social influence over continuous intentions. Limitations and future research directions are also discussed.