AMBIVALENCE TOWARD PERSONALIZED TECHNOLOGY AND INTENTION TO USE LOCATION-BASED MOBILE COMMERCE: THE MODERATING ROLE OF GENDER

10.7903/ijecs.1526

Jin-Myong Lee；Jong-Youn Rha

Ambivalence ； Personalized Technology ； Mobile Commerce Internal Conflict ； Gender Difference

International Journal of Electronic Commerce Studies

8卷2期（2017 / 12 / 01）

197 - 218

英文

The personalized benefits consumers gain from technology often simultaneously increase their privacy risk, and thus their evaluation of such personalized technologies (PTs) could be ambivalent. This study aimed to examine the effects of ambivalence toward PTs on internal conflicts and intention to use location-based mobile commerce (LBMC) and the extent to which these relationships are moderated by gender. Data were collected from a self-administered online survey of South Korean mobile users (N = 500). The structural equation results revealed that ambivalence toward PTs had a direct positive effect on intention to use LBMC and an indirect negative effect mediated by internal conflict. Gender was found to moderate two paths in the model; a high level of ambivalence toward PTs increased the internal conflicts among females but not males, whereas internal conflicts decreased the intention to use LBMC among males but not females. Theoretical and managerial implications for researchers and marketing practitioners are then discussed.

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