The e-consumer in light of the perceived value theory: A study on the acceptance of mobile commerce

Authors

  • Dayvisson Emanoel Silva de Souza Universidade Federal da Paraíba (UFPB)
  • Renata F. Baldanza Universidade Federal da Paraíba (UFPB) Professora Adjunta III e Pesquisadora do Programa de Pós-Graduação em Administração - PPGA/UFPB Líder Grupo/CNPq: Consumo e Cibercultura - GPCiber (Twitter: @GPCiber) Universidade Federal da Paraíba - UFPB + 55 (83) 3216-7454

Abstract

With the advancement of technologies and devices such as smartphones that allow connection to the internet, other forms of online consumption have emerged. E-commerce, once defined as a computer-mediated trading market, has turned into mobile commerce, or m-commerce, an abbreviated form of the term. However, not all consumers are willing to adopt this new format to consume products and services. The consumer tends to have the intention to consume products and services in which he or she perceives added value in the exchange process. Therefore, this study sought to analyze the antecedent factors of the perceived value and how these factors influence the intention to purchase m-commerce via cell phones. In methodological terms, the data collection was performed through the application of online questionnaires with the help of the Google Forms tool, with 452 of the questionnaires being validated. Constructs from Theories and Models of acceptance of technology are viewed in this study as the prism through which to analyze the acceptance of m-commerce by consumers. Moreover, they are the predictors for the perceived value. The results showed that the constructs perceived utility, perceived ease of use, relative advantage, compatibility, pleasure, and perceived security have a direct influence on the perceived value.

Keywords: smartphones, e-consumer, m-commerce, perceived value.

Author Biographies

Dayvisson Emanoel Silva de Souza, Universidade Federal da Paraíba (UFPB)

Mestre em Administração pela Universidade Federal da Paraíba (UFPB). Graduado em Administração pela Universidade Federal da Paraíba (UFPB). Desenvolve pesquisas em marketing e sociedade, consumo, redes sociais virtuais e dispositivos móveis.

Renata F. Baldanza, Universidade Federal da Paraíba (UFPB) Professora Adjunta III e Pesquisadora do Programa de Pós-Graduação em Administração - PPGA/UFPB Líder Grupo/CNPq: Consumo e Cibercultura - GPCiber (Twitter: @GPCiber) Universidade Federal da Paraíba - UFPB + 55 (83) 3216-7454

Doutora em Comunicação pela Universidade Federal da Bahia - UFBA. Mestre em Comunicação pela Universidade do Estado do Rio de Janeiro - UERJ, Especialista em Administração de Empresas com ênfase em Marketing e Graduada em Filosofia pela Faculdade de Ciências e Letras Santa Marcelina / MG. Atualmente atua como docente no curso de Administração na Universidade Federal da Paraíba, com as disciplinas de Publicidade e Propaganda e Pesquisa Aplicada. Realiza pesquisas com enfoque nas áreas Cibercultura, Tecnologias Móveis e Redes Sociais, Comunicação Organizacional, Marketing e Consumo.

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Published

2018-11-14

Issue

Vol. 15 No. 3 (2018): Jul/Sep

Section

Articles

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