Predicting m-Commerce Continuance Intention and Price Sensitivity in Indonesia by Integrating of Expectation-Confirmation and Post-acceptance Model

Abstract

This study explored the antecedents of m-commerce continuance usage intention and their impact on the price sensitivity of Indonesian m-commerce customers. The study also incorporates contextual factors, such as perceived risk, trust, efficiency, and functional benefits, into the model to investigate their impact on the satisfaction of m-commerce users. Moreover, it examines how the efficient and functional benefits of m-commerce affect price sensitivity. The study employed online questionnaires to gather data from m-commerce users in Indonesia. The hypothesis was tested using a partial least squares technique with Smart-PLS. This study demonstrates that user satisfaction with mobile commerce has a significant impact on their intention to continue using it, which in turn affects their price sensitivity. The study found perceived risk, trust, efficiency, and functional benefit to be significant determinants of satisfaction in m-commerce usage. The study also found that trust, efficiency, and functional benefits influence the continuance use of m-commerce, while perceived risk is not an intervening variable for continuance intention among m-commerce users. Furthermore, the results show that perceived risk, trust, and functional benefit influence a user’s price sensitivity, whereas efficiency was not found to be a determinant in influencing price sensitivity. However, the study found that continuance usage intention and satisfaction serially mediated the link between efficiency and price sensitivity, as well as the link between functional benefit and price sensitivity. The outcome of this study would be useful for managers and practitioners who find it difficult to retain their customers’ continued intention to purchase their products and services.