User behaviour on continuance intention to use M-commerce in African context: mediating effect of perceived value

Abstract

Purpose – There has been a huge fluctuation in online marketplace that suggests inconsistencies of m-commerce usage. The study investigates user behaviour to continued patronage of m-commerce and the mediating role of perceived value. Design/methodology/approach – The study aimed to use adapted questionnaire and online version to pool data from respondents that has internet profile and conducts m-commerce. The hypotheses were proven through the use of structural equation model. Findings – In this paper performance expectancy and user satisfaction are major determinants of continuance intention to use m-commerce in African context while perceived value partially mediate the relationship between the variables. Research limitations/implications – Cross-sectional survey and the small sample size that was used calls for caution in generalisation. Practical implications – With the mediating influence of perceived value, attention is directed to the role of value perception of m-commerce users. Keeping and increasing continuance usage requires pleasurable offerings and value indices that influence their subjective perceptions. Social implications – The significance of the mediating variable highlights the social value dimension of users' value perception given that it can help to deepen the continuous usage of m-commerce. Originality/value – The predictive power of 78.5% continuance intention demonstrates inclusion of factors with better predictive accuracy. Importantly, the significance of perceived value as a mediator demonstrates the importance of valuing not only the direct impacts of the variables but also the indirect roles that impacts continuance intention of m-commerce in African context.

Keywords

• Continuance intention
• User behaviour
• M-commerce
• Cashless market