Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user’s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW). In this study, we introduce playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context. # 2001 Elsevier Science B.V. All rights reserved.

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Beyond the Usefulness and Ease of Use : Extending the TAM for a World - Wide - Web Context

Researchers on online consumer behavior have rarely discussed the subjective well-being aspect or improving the life quality of the next billion as the bright side. Emerging technologies such as mobile payments have added to the life quality of people by enabling fast and convenient transactions online that can be performed anywhere and anytime. The studies on mobile payments adoption or continued use are majorly focused on the utilitarian aspects. While the firms face stiff competition and struggle to retain customers it is imperative to discuss both the psychological and behavioral aspects of technology use. The proposed theoretical framework integrates the expectation confirmation model, unified theory of acceptance and use of technology (UTAUT) model, and the subjective well-being aspect to explain the factors that affect the mobile payments continuance intention. This multidisciplinary study makes a novel contribution to the extant literature on online consumer behavior. Data were obtained by surveying 351 users of mobile payments. The structural equation modeling (SEM) revealed that continuance intention is influenced by subjective well-being, facilitating conditions, effort expectancy, and satisfaction. Performance expectancy and effort expectancy influence satisfaction that further influences continuance intention. The study deliberates several inferences for service providers for effective strategic advancement. Findings can be used for developing innovative solutions for improved online customer experience and retention. The positioning strategy must convey the life quality improvement as a bright side of technology for better chances of success. 

The bright side of online consumer behavior: Continuance intention for mobile payments

Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers

• App retention is a key challenge among online retailers, due to growth of mobile shopping. • Mobility, personalization, product assortment and hedonic motivation are key drivers of impulsive purchase on app platform. • Impulsiveness directly and indirectly affects multiple app installation and use behavior. • Intention to install other apps ensues multiple shopping app use among m-shoppers. Building on the stimulus-organism-response (S-O-R) theory, this study identifies and empirically tests the prominence of various technology-related, consumer characteristics, and situational variables (Stimuli) on fostering impulsive habits among mobile shoppers. We further examine the direct and indirect effects of consumer impulsiveness on the use of multiple shopping applications for online purchases. Data collected from 275 mobile shopping application (app) users through an online survey were analyzed using partial least square structural equation modeling (PLS-SEM). Results confirm the significant impact of mobility, personalization, product assortment, and hedonic motivation on impulsiveness, except the app's visual appeal. Impulsiveness was found to be strongly correlated with users' intention to install another shopping app, whereas consumers behavioral intention was a significant precursor of their multiple app usage behavior. The findings apprise managers of the role of impulsiveness in encouraging split loyalty among mobile shoppers and prescribe new strategies for sustained use of shopping platforms. 

Rajneesh Krishna

Papers

Understanding the adoption and willingness to pay for internet of things services