Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk

Abstract

We drew on the unified theory of acceptance and use of technology (UTAUT2) model, and perceived risk construct to propose an integrated model to explain continuance usage of mobile shopping applications. Espoused national cultural values of individualism/collectivism, masculinity/femininity, power distance, uncertainty avoidance, and long-term/short-term orientation act as moderators to examine the influence of within-culture variation on app usage. Findings reveal habit as the strongest predictor of both continuance intention and use behaviour, but interestingly perceived risk did not influence the post-acceptance behaviour of users significantly. Individualism/collectivism, masculinity/femininity, and long-term/short-term orientation espoused cultural values significantly moderated the relationships in the model. Noteworthy theoretical and managerial implications of the research are discussed further.