Understanding Consumers' Continuance Intention and Word of Mouth in Mobile Commerce Based on Extended UTAUT Model

Abstract

Although until recently considered a novelty, mobile commerce (m-commerce) is nowadays one of the most popular mobile services, becoming mainstream in digital commerce. The objective of this study is to determine the predictors of consumers' continuance intention in m-commerce. In addition, it is well known that word of mouth communication is a very effective marketing technique, particularly for new products and services. Therefore, the study also models and examines the determinants of consumers' willingness to recommend m-commerce as a valuable service to their relatives, friends, and peers. The research model is based on unified theory of acceptance and use of technology (UTAUT) model, extended with additional variables like perceived trust and individual mobility. The results show that the main antecedent of continuance intentions towards m-commerce is social influence, while continuance intention was found as the most important predictor of word-of-mouth.