Note: CR = Composite reliability; AVE = Average variance extracted Table 3: Demographic analysis Item No. % Item No. % Gender Experience with online shopping Male 137 56.15% Below 1 year 77 31.56% Female 107 43.85% Year 1-2 80 32.79% Age Year 3-4 72 29.51% Below age 20 62 25.41% Above 4 years 15 6.14% Age 21-30 154 63.11% Age 31-40 22 9.02% Experience with m-shopping Above age 41 6 2.46% Below 1 year 144 59.02% Education levelYear 1-2 67 27.46% High school 32 13.11% Year 3-4 28 11.47% Junior college 118 48.36% Above 4 years 5 2.05% College/university 94 38.53% Sample size=244 In structural model analysis by PLS, we examined the path coefficients and t-value of each hypothesized association in initial ECM, modified research model and explained (R2value) variance of each dependent variable. Figure 3 shows the significance of initial ECM. Hypotheses H1, H2, H3, and H5 were significant at p<0.01, and H4 was significant at p<0.05. Additionally, the explanatory power of continued intention toward m-shopping was 38.3%, perceived usefulness 34.4%, and the satisfaction 29.9%. ConfirmationPerceived usefulnessR2=0.344SatisfactionR2=0.299H3:0.251**(3.342)H1:0.586**(11.599)H2:0.360**(5.104)Continued Intention toward Mobile ShoppingR2=0.383H4:0.154*(2.334)H5:0.533**(7.606)*p<0.05;**p<0.01Figure 3: Original research model
34International Journal of Electronic Business Management, Vol. 10, No. 1 (2012)Figure 4 shows the significance of our modified ECM. Hypotheses H1, H2, H3, H5, H6, H7, and H8 were significant at p<0.01, and H4 was insignificant. Further, continued intention toward m-shopping was explained with 43.3% that can be directly predicted by satisfaction (β=0.426 ), perceived usefulness (β=0.044 ), and Trust (β=0.290) together. Similarly, satisfaction was explained with 30% under the direct effects of perceived usefulness (β=0.251), and confirmation (β=0.361). Perceived usefulness was explained with 34.4% by confirmation(β=0.587) directly. Trust was explained with 54.4% through satisfaction(β=0.244) and confirmation(β=0.583). ConfirmationPerceived usefulnessR2=0.344SatisfactionR2=0.300TrustR2=0.544H3:0.251**(3.344)H1:0.587**(10.628)H2:0.361**(4.829)Continued Intention toward Mobile ShoppingR2=0.433H6:0.583**(10.812)H4:0.044(0.880)H5:0.426**(6.907)H8:0.290**(3.908)H7:0.244**(3.817)Figure 4: Modified research model 5. DISCUSSION In this study, there are two main goals. The first is to extend the continuance model of ECM which is based on extrinsic motivations (i.e., satisfaction and perceived usefulness). The second is to understand the determinants of m-shopping continuance. Comparing Figure 3 and Figure 4, the explanatory power of continued intention toward m-shopping has increased from 38.3% to 43.3%. Although the increasing rate is only 5% of explanatory power, we can find the path coefficient of H4in Figure 3 is significant. However, the path coefficient of H4in Figure 4 is insignificant. This implies that the effect of perceived usefulness on users’ continued intention toward m-shopping is reduced. By contrast, the effect of trust on users’ continued intention toward m-shopping is strengthened. Therefore, the explaining ability of trust on users’ continued intention toward m-shopping could be verified. In sum, the predicting ability of initial ECM can be extended by the intrinsic motivation of trust.
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