Tài liệu Khía cạnh thời gian và ý định tiếp tục sử dụng thương mại di động vai trò của rủi ro cảm nhận và an toàn cảm nhận.

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -------------------------------- NGUYEN HUU KHOI TIME PERSPECTIVE AND CONTINUANCE INTENTION TO USE MOBILE COMMERCE: THE DUAL ROLE OF PERCEIVED RISK AND SECURITY DISSERTATION Ho Chi Minh city – 2020 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -------------------------------- NGUYEN HUU KHOI TIME PERSPECTIVE AND CONTINUANCE INTENTION TO USE MOBILE COMMERCE: THE DUAL ROLE OF PERCEIVED RISK AND SECURITY Major : Business administration Code : 9340101 DISSERTATION Academic advisors: 1. PROF. DR. NGUYỄN ĐÔNG PHONG 2. DR. LÊ NHẬT HẠNH Ho Chi Minh city – 2020 i DECLARATION OF AUTHENTICITY This thesis is the result of work done during the period of registration and is wholly the work of the author. Nguyen Huu Khoi ii ACKNOWLEDGMENTS I would like to thank my first supervisor, Professor Nguyen Dong Phong, for making me a better reader, a better thinker, and a better writer. I am also grateful to my second supervisor Doctor Le Nhat Hanh for her challenging observations on my ideas and proposals. Their constant guidance, invaluable suggestions and deep insights in research have immensely shaped this thesis. This dissertation would never have been written without their kind and patient assistance. I am very grateful also to Doctor Ho Huy Tuu (Nha Trang University) and Professor Svein Ottar Olsen (School of Business and Economics, UiT The Arctic University of Norway) for their help with the valuable comments, suggestions, and ideas. I would also like to thank you to my colleagues and friends, who have given encouragement and advice. I am especially thankful to my wife, Thai Thi Hoai Thu, for her support and understanding. The thesis is dedicated to my beloved parents who support me all my life. Nguyen Huu Khoi iii TABLE OF CONTENT Declaration of authenticity .......................................................................................... i Acknowledgments ...................................................................................................... ii Table of content......................................................................................................... iii List of abbreviations .................................................................................................. vi List of tables ............................................................................................................. vii List of figures .......................................................................................................... viii Abstract ..................................................................................................................... ix CHAPTER 1 - INTRODUCTION ..............................................................................1 1.1. Definition of key terms............................................................................1 1.2. Research background ..............................................................................3 1.3. Justification for the current research .......................................................5 1.4. Research objectives and research questions ............................................8 1.5. Research methodology and scope ...........................................................9 1.6. Research contributions ..........................................................................10 1.7. Research structure .................................................................................11 1.8. Research limitations ..............................................................................12 1.9. Summary ...............................................................................................13 CHAPTER 2 - LITERATURE REVIEW .................................................................14 2.1. Mobile commerce and its advantages ...................................................14 2.2. Continuance intention to use mobile commerce ...................................17 2.3. Mobile commerce adoption in Vietnamese enterprises ........................19 2.4. Previous studies on mobile commerce in a Vietnam and international context ...................................................................................................................24 2.4.1. Previous studies on mobile commerce context in a Vietnam context 24 2.4.2. Previous studies on mobile commerce in an international context ....32 2.4.3. Individual difference variables in mobile commerce research and consideration of future consequences ...................................................................41 2.4.4. Perceived risk and perceived security in mobile service adoption ....44 iv 2.5. Conclusion of the literature review .......................................................46 2.6. The selection of Vietnam as a research context for the current study ..47 2.7. Summary ...............................................................................................49 CHAPTER 3 - HYPOTHESES DEVELOPMENT ..................................................50 3.1. Theoretical frameworks to connect consideration of future consequences, perceived risk and security and continuance intention to use mobile commerce .50 3.1.1. Regulatory focus theory .....................................................................50 3.1.2. Regulatory fit theory ..........................................................................52 3.2. Research hypotheses and research model .............................................54 3.2.1. Consideration of future consequences-Immediate versus consideration of future consequences-Future ..............................................................................54 3.2.2. Perceived risk vs security and continuance intention to adopt mobile commerce .......................................................................................................55 3.2.3. The relationships between time perspective and perceived risk versus perceived security..................................................................................................59 3.2.4. The moderating effects of CFCs ........................................................60 3.2.5. Proposed research model and hypotheses ..........................................63 3.3. Summary ...............................................................................................64 CHAPTER 4 - RESEARCH METHOD ...................................................................65 4.1. Research process ...................................................................................65 4.2. Pilot study ..............................................................................................68 4.2.1. Questionnaire design ..........................................................................68 4.2.2. Cronbach’s Alpha testing results ........................................................75 4.3. The main study ......................................................................................86 4.3.1. Data collection ....................................................................................86 4.3.2. Data analysis method..........................................................................90 4.4. Summary ...............................................................................................93 CHAPTER 5 - DATA ANALYSIS AND RESULTS ..............................................95 5.1. Validation of measures: reliability and validity ....................................95 v 5.1.1. First-order and reflective – reflective second-order constructs..........95 5.1.2. Reflective - formative second-order construct .................................104 5.2. Checking for common method bias ....................................................105 5.3. The strategy for testing the proposed moderating effects ...................106 5.3.1. Product indicator approach ...............................................................106 5.3.2. Orthogonalizing approach ................................................................106 5.3.3. Two-stage approach .........................................................................107 5.3.4. Justification for selecting the two-state approach in the current study .. .....................................................................................................108 5.4. Testing hypotheses by applying PLS-SEM .........................................108 5.4.1. Research model quality ....................................................................109 5.4.2. The direct effects ..............................................................................109 5.4.3. The moderating effects .....................................................................110 5.4.4. Testing for asymmetric impact .........................................................111 5.4.5. Post-hoc analysis ..............................................................................112 5.4.6. The summarization of hypothesis testing results .............................113 5.5. Hypothesis testing results summary ....................................................115 5.6. Discussion ...........................................................................................117 5.7. Summary .............................................................................................120 CHAPTER 6 - CONCLUSIONS AND IMPLICATIONS .....................................121 6.1. Conclusion ...........................................................................................121 6.2. Theoretical implications ......................................................................121 6.3. Practical implications ..........................................................................127 6.4. Limitations and future research ...........................................................129 6.5. Summary .............................................................................................130 List of author’s published papers ................................................................................1 REFERENCES ............................................................................................................3 APPENDICES...........................................................................................................27 vi LIST OF ABBREVIATIONS CFC Consideration of future consequences CFC-Future Consideration of future consequences - Future CFC-Immediate Consideration of future consequences - Immediate CMB Common method bias DTPB Decomposed Theory of Planned Behavior EC Electronic commerce IDT Innovation diffusion theory MC Mobile commerce MISS Information systems success PLS-SEM Partial least square structural equation modeling SCT Social cognitive theory PR Perceived risk PS Perceived security TAM Technology acceptance model TTF Task – technology fit TPB Theory of planned behavior TRA Theory of reasoned action UTAUT The unified theory of acceptance and use of technology The extended unified theory of acceptance and use of UTAUT2 technology VIF Variance inflation factor vii LIST OF TABLES Table 1-1: Definition of key terms used in the present research ................................1 Table 2-1: Mobile commerce advantages over electronic commerce ......................15 Table 2-2: Previous studies on mobile commerce in a Vietnam context ..................25 Table 2-3: Some widely adopted theories of adoption .............................................33 Table 3-1: The summary of regulatory focus theory ................................................51 Table 3-2: Summarization of proposed hypotheses ..................................................63 Table 4-1: Constructs measurement ..........................................................................70 Table 4-2: Cronbach's Alpha testing results .............................................................76 Table 4-3: Final items of the questionnaire ..............................................................82 Table 4-4: Respondents' characteristic ......................................................................89 Table 5-1: Cronbach's Alpha and composite reliability ............................................96 Table 5-2: Factor loadings and average variance extracted ......................................97 Table 5-3: Fornell-Larcker and Heterotrait-Monotrait criterion .............................103 Table 5-4: Convergent testing results of reflective-formative second-order construct .................................................................................................................................105 Table 5-5: The direct effect testing results ..............................................................109 Table 5-6: The moderating effect testing results ....................................................110 Table 5-7: Testing the relative importance of direct effects ...................................111 Table 5-8: ANOVA analysis results .......................................................................112 Table 5-9: Summary of path analysis testing results ..............................................114 Table 5-10: Summary of hypothesis testing results ................................................115 viii LIST OF FIGURES Figure 2-1: Comparison between mobile commerce and other types of commerce.15 Figure 2-2: Websites with a mobile version .............................................................20 Figure 2-3: Enterprises with a mobile application for doing business ......................21 Figure 2-4: Average time-on-site of customers on the mobile versions of websites 21 Figure 2-5: Percentage of enterprises with a mobile application to support.............22 Figure 2-6: Forms of advertising on websites/mobile applications ..........................22 Figure 2-7: Advertising expenditure of the five cities ..............................................23 Figure 2-8: Evaluation of the effectiveness of online advertising forms ..................23 Figure 3-1: Regulatory fit between individual focus and risk vs security perception ...................................................................................................................................53 Figure 3-2: Proposed research model ........................................................................64 Figure 4-1: Research process diagram ......................................................................67 Figure 5-1: The reflective - reflective second-order construct of perceived risk ...104 Figure 5-2: The reflective - formative second-order construct of perceived security .................................................................................................................................104 Figure 5-3: Path analysis results (without lower-order constructs) ........................116 Figure 5-4: Path analysis results (with lower-order constructs) .............................117 ix ABSTRACT This study investigates how a specific domain consideration of future consequences i.e., consideration of future consequences-Immediate (CFCImmediate) and consideration of future consequences-Future (CFC-Future) asymmetrically associate and interact with perceived risk and perceived security as trade-off constructs in predicting continuance intention to use mobile commerce. Based on a self-administered survey data set of 441 Vietnamese consumers, partial least square structural equation modeling is used to test the hypotheses. The results show that CFC-Immediate and CFC-Future are important in explaining continuance intention to use mobile commerce, but their roles are different due to the asymmetric impact on perceived risk versus perceived security as well as their moderating effects on the perceived risk, security and continuance intention. This study is unique since it explores the different roles of CFC-Immediate and CFC-Future in explaining continuance intention to use mobile commerce under the trade-off role of perceived risk versus perceived security. Keywords: Consideration of future consequences; perceived risk and security; continuance intention; direct, asymmetric and moderating effects. TÓM TẮT Luận án này nghiên cứu cách thức biến số xem xét kết quả trong tương lai trong bối cảnh thương mại di động, cụ thể hơn là xem xét kết quả tương lai trong ngắn hạn (CFC-Immediate) và xem xét kết quả tương lại trong dài hạn (CFC-Future) tác động bất đối xứng đến rủi ro cảm nhận và an toàn cảm nhận cũng như tương tác với các biến số này trong việc dự báo ý định tiếp tục sử dụng thương mại di động. Dựa trên một mẫu khảo sát tự quản lý gồm 441 người tiêu dùng Việt Nam, phương pháp mô hình cấu trúc tối thiểu bán phần được sử dụng để kiểm định giả thuyết. Kết quả cho thấy CFC-Immediate và CFC-Future có vài trò quan trọng trong việc giải thích ý định tiếp tục sử dụng thương mại di động, nhưng vai trò mỗi biến số là khác nhau do tác động bất đối xứng đến đến rủi ro cảm nhận và an toàn cảm nhận cũng tác động điều tiết lên mối quan hệ giữa rủi ro cảm nhận, an toàn cảm nhận và ý định tiếp tục sử x dụng thương mại di động. Luận án có những đóng góp quan trọng trong việc khám phá tác động của CFC-Immediate và CFC-Future đến ý định tiếp tục sử dụng thương mại di động dưới sự đánh đổi về cảm nhận giữa của rủi ro cảm nhận và an toàn cảm nhận. Từ khóa: Xem xét kết quả trong tương lai; rủi ro cảm nhận và an toàn cảm nhận; ý định tiếp tục; tác động trực tiếp, bất đối xứng và điều tiết. 1 CHAPTER 1 - INTRODUCTION This chapter aims to introduce the research background and to present research gaps. Accordingly, the literature review demonstrates that there still a lack of studies that simultaneously investigates both risk and security to form more comprehensive pictures of if and how opposite determinants are related to continuance intention to use mobile commerce. This literature review additionally demonstrates the need to investigate continuance intention to adopt MC from the perspective of consideration of future consequences. Based on the identified research gap, this chapter postulates four research objectives and four corresponding research questions. Next, research methodology and scope are described. Finally, four expected research contributions are introduced in academic and practical ways. 1.1. Definition of key terms Table 1-1 postulates key terms used in the current studies as well as their definition and source(s) Table 1-1: Definition of key terms used in the present research Key terms Definition Mobile commerce Mobile commerce is considered as Khoi, Tuu and conducting devices Source(s) transactions (smartphone, on mobile Olsen (2018) tablets) via wireless connections such as mobile internet (e.g., 3G, 4G) or wireless internet Consideration of future An individual differences characteristic Strathman, consequences reflecting the extent to which people Gleicher, consider the potential distant outcomes Boninger and of their current behaviors and are Edwards (1994) influenced by those potential outcomes 2 Key terms Definition Source(s) Consideration of future Consideration of future consequences Joireman, consequences- scale contains questions tapping concern Balliet, Immediate with immediate consequences Spangenberg Consideration of future Consideration of future consequences and consequences-Future Sprott, Schultz scale contains questions tapping concern (2008) with future consequences Perceived risk Perceived risk is defined as potential Featherman and negative outcomes or losses of a Pavlou decision to use mobile commerce (2003), Kim, Ferrin and Rao (2008), Luo, Li, Zhang and Shim (2010) Perceived security Perceived security is defined as positive Cheung and Lee results of safety process and store (2006), Hartono, transaction information in relation to Holsapple, Kim, using mobile commerce Na and Simpson (2014, p. 12), Kim, Tao, Shin and Kim (2010b) Continuance intention Continuance intention is defined as an Chong (2015) use mobile individual’s subjective probability that a commerce consumer will continue using mobile to commerce (Source: author’s summarization) 3 1.2. Research background Previous studies have considered the significant evolvement of mobile devices and mobile internet technologies in recent year (Hanafizadeh, Behboudi, Koshksaray and Tabar, 2014, Malaquias and Hwang, 2016) as an important facilitator of the development and proliferation of mobile applications and mobile business (Celik, 2016, Lu, 2014). As a result, mobile commerce has emerged as an alternative and modern type of shopping among consumers (Khoi et al., 2018, Phong, Khoi and Le, 2018, Shao, Zhang, Li and Guo, 2019). Because mobile commerce use mobile devices and wireless internet connection, the key benefits of this modern type of commerces are ubiquity, accessibility, convenience, localization, instant connectivity, time sensitivity and security (Anil, Ting, Moe and Jonathan, 2003, Nassuora, 2013, Sanakulov and Karjaluoto, 2015, Zhang, Zhu and Liu, 2012). Also, mobile commerce is faster, more powerful and more effective than computer-based e-commerce (Hsieh, 2014). With no exception, the development of mobile commerce depends on the attraction of new consumers (Ovčjak, Heričko and Polančič, 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012). This issue also attracts the interest of academia all over the world. Indeed, previous studies have revealed that one of the main topics is what determinants of customer intention to use this modern type of shopping. Previous studies have categorized online shopping into mobile commerce, electronic commerce, social commerce and Facebook commerce (Khoi et al., 2018, Lam, Yeung, Lo and Cheng, 2019, Wu, Shen and Chang, 2015). While mobile commerce refers to conducting transactions on mobile devices, electronic commerce is defined as conducting an online transaction via the Internet in a computer-mediated environment (Vladimir, 1996), social commerce can be seen as a subset of electronic commerce that includes conducting various types of commercial activities on social media (Lam et al., 2019) such as Facebook, Twitter. As such Facebook commerce is social commerce that is conducted in a specific social network of Facebook (Chen, Su and Widjaja, 2016). With the increasing competition between mobile commerce and other types of commerce, 4 maintaining existing consumers seems to be more effective and efficient (Yuan, Liu, Yao and Liu, 2014, Zhou, 2013c, Zhou, 2013e, Zhou, 2014). In other words, nurturing and fostering continuance intention of mobile commerce use also is a significant issue to discover (Bhattacherjee, Perols and Sanford, 2015, Yuan et al., 2014, Zhou, 2014). However, previous studies in a mobile commerce context mainly focus on initial adoption while continuance adoption or repurchase loyalty receives less attention and interest (Shao et al., 2019, Zhou, 2014). Also, prior studies have largely adopted technology’s characteristics driving factors that are derived from well-established models such as the technology acceptance model (TAM; Davis, 1989), innovation diffusion theory (IDT; Rogers, 1995) and the unified theory of acceptance and usage of technology (UATUT; Venkatesh, Morris, Davis and Davis, 2003) to increase the predictive power of models explaining and predicting consumer continuance intention to use mobile commerce (Shao et al., 2019, Zhou, 2013b, Zhou, 2013e, Zhou, 2014). Most of prior research focus on either promotion or barrier factors, for example, Chong (2015) adopts two constructs of technology acceptance model, which are perceived usefulness and perceived ease of use, to explain an increase in continuance intention to use mobile commerce while Zhou (2014) uses two variables (i.e., Information quality and system quality) derived from the model of information system success to explain a decrease in continuance usage of mobile payment. However, there still a lack of studies that simultaneously investigates both promotion and barrier factors, for example risk and security to form a more comprehensive pictures of if and how opposite determinants are related to continuance intention to use mobile commerce (Hanafizadeh et al., 2014, Malaquias and Hwang, 2016, Phong et al., 2018). From the practical perspective, those understanding provide policy makers and companies with insights into the development of appropriate marketing strategies to promote the mobile commerce services use (Hsieh, 2014). Furthermore, previous studies have documented that consumer behavior is affected by individual differences (Hong, Lin and Hsieh, 2017, Mohamed, Hussein, Hidayah Ahmad Zamzuri and Haghshenas, 2014, Wang, Ngai and Wei, 2012). In general, 5 individual difference factors have been extensively divided into personality, cognitive style, and demographic/situational variables (Hirschberg, 1978). Among them, personality traits are stable characteristics that have important roles in explaining behavior (Liu, Zhao, Chau and Tang, 2015). Personality traits such as Big Five and personal values, perceived values, risk-taking propensity, personal innovativeness are adopted to explain continuance to use innovative products and services (Hong et al., 2017, Mohamed et al., 2014, Wang et al., 2012). However, time perspective - one personality traits factor that have potential to explain behavioral continuance intention – is largely ignored in a mobile commerce context (Joireman and King, 2016). From the academic perspective, the investigating of if and how time perspective is related to continuance intention to use mobile commerce contributes to the understanding of the relationship between personality traits and behavioral intention while from the practical aspect, this understanding would provide managers with more insights into consumer segmenting and targeting (Olsen and Tuu, 2017, Pozolotina and Olsen, 2019). 1.3. Justification for the current research Consideration of future consequences CFC is defined as the extent to which individuals consider the potential distant outcomes (i.e., immediate and future benefits) of their current behaviors and the extent to which they are influenced by these potential outcomes (Strathman et al., 1994). Most previous studies also adapt the conceptualization and operationalization of CFC including two distinct factors, which are CFC-Immediate and CFC-Future (Arnocky, Milfont and Nicol, 2013, Joireman, Shaffer, Balliet and Strathman, 2012, Olsen and Tuu, 2017). Recently well-established studies in different areas such as food behaviors (Dassen, Houben and Jansen, 2015, Dassen, Jansen, Nederkoorn and Houben, 2016, Olsen and Tuu, 2017) or proenvironmental behaviors (Arnocky et al., 2013, Joireman et al., 2012, van Beek, Antonides and Handgraaf, 2013) have focused on consumers’ time perspective to generate interventions toward expected outcomes for both individuals and societies. Also, previous studies suggest that CFC can be regarded as a domain-specific concept since individuals can be time-oriented in some spheres of life, but not in others (McKay, 6 Perry, Cole and Magee, 2017, Olsen and Tuu, 2017, van Beek et al., 2013). Furthermore, CFC has been largely ignored in mobile commerce context. Therefore, while in responding to a call for research on the unique contributions of CFC-Immediate and CFC-Future (Joireman et al., 2008, Joireman and King, 2016), the current research also contributes the the exisiting literature by extending the two-factor structure of CFC into a domain-specific immediate and future time perspective of a new context of mobile commerce. Consumers’ continuance intention to use mobile commerce is an important behavior that has attracted substantial attention from both e-commerce academia and practitioners (Lin and Shih, 2008, Shao et al., 2019, Zhou, 2011). It is defined as an individual’s subjective probability to continue using mobile commerce (Bhattacherjee, 2001a, Bhattacherjee et al., 2015). Continuance intention to use mobile commerce could reflect a consideration of a trade-off between focusing on negative results/risk (e.g., monetary loss, status loss, privacy threat) versus emphasizing positive outcomes/security (e.g., service personalization, convenience, secured financial transaction) (Ashraf, Razzaque and Thongpapanl, 2016, Kalinic and Marinkovic, 2015) that depend on individual differences regarding their immediate and future perspectives (Joireman et al., 2008, Joireman, Kees and Sprott, 2010, Joireman et al., 2012, Joireman, Strathman and Balliet, 2006, Olsen and Tuu, 2017). Therefore, this study helps to respond to a call for filling the gaps in exploring individual differences to predict consumer behaviors in mobile commerce context (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012). Particularly, the relative role of CFC-Immediate and CFC-Future in relation with perceived risk and perceived security, to predict consumer continuance intention to use mobile commerce is investigated in the current study. A knowledge on how to shift consumers from a focus on immediate benefits and negative/risk perceptions to an emphasis on future benefits and positive/security perspective can be important for developing effective messages to convince consumers in increasing mobile commerce usage. 7 Both perceived risk and perceived security are important constructs in consumer literature, particularly in a mobile commerce area (Flavián and Guinalíu, 2006, Hartono et al., 2014, Schierz, Schilke and Wirtz, 2010). While perceived risk has long been defined as negative perceptions and losses (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012), perceived security has emerged to be understood as positive cognitions and potential prospect of online services (Flavián and Guinalíu, 2006, Hartono et al., 2014, Schierz et al., 2010). According to the regulatory focus theory (Higgins, 1997), perceived risk is considered to be closely associated with prevention focus (Ovčjak et al., 2015, Sanakulov and Karjaluoto, 2015, Zhang et al., 2012), while perceived security is usually connected to promotion focus (Flavián and Guinalíu, 2006, Hartono et al., 2014, Schierz et al., 2010, Shin, 2009). Since individuals with CFC-Immediate tend to focus more on losses, negative results, pessimistic thoughts and prevention orientation, while those with CFC-Future tend to focus on gains, positive consequences, optimistic thoughts and promotion orientation as guides for their current actions (Joireman et al., 2012), CFC-Immediate and CFC-Future may have asymmetric effects on perceived risk versus perceived security. Therefore, this study makes an effort to extend the previous studies on CFCs (e.g., Olsen and Tuu, 2017) in a mobile commerce context by exploring if and why both CFC-Immediate and CFC-Future can asymmetrically influence perceived risk and perceived security. The investigation of asymmetric impacts of CFC-Immediate and CFC-Future on both perceived risk and perceived security is expected to provide a deeper insight into how to consolidate positive benefits and to weaken negative perceptions or losses to promote consumers’ expected behaviors (e.g., Olsen and Tuu, 2017). Furthermore, it is more likely that CFC-Immediate better fits with perceived risk than with perceived security while CFC-Future is more congruent with perceived security than perceived risk (Aaker and Lee, 2006, Higgins, 1997, Higgins, Friedman, Harlow, Idson, Ayduk and Taylor, 2001). Therefore, CFC-Immediate would make consumers become more and less sensitive to risk and security respectively, meanwhile, consumers with CFC-Future tend to be less sensitive to risk and more sensitive to 8 security. This implies CFC-Immediate and CFC-Future could have contradicting interactions with perceived risk and security to influence behavioral consequences (c.f. Kees, Burton and Tangari, 2010, Strathman et al., 1994). For this reason, this study goes a further step to explore these moderating effects to give a more comprehensive picture of if and why CFC can interact with perceived risk and security to impact on continuance intention to use mobile commerce. A more comprehensive understanding of perceived risk and perceived security is also provided by structuring those two constructs as reflective second-order construct versus formative second-order construct (Hartono et al., 2014, Park and Tussyadiah, 2016). This study has some important contributions by combining CFC-Immediate and CFC-Future with perceived risk and perceived security to explain consumer continuance intention to use mobile commerce by answering some ignored questions in a mobile commerce context. By addressing these questions, this study contributes to the body of knowledge regarding the different effects of an important individual difference characteristic (CFC) on risk vs security trade-off and behavioral intention and thus, provide some implications for improving mobile commerce adoption. From the practical perspective, this study provides managers with significant insights of how to develop and promote mobile commerce in Vietnam. 1.4. Research objectives and research questions The general objective of this work is to extends previous findings of Joireman et al. (2012) and Olsen and Tuu (2017) in (un)healthy behavior domain into mobile commerce context to test the simultaneous impact of risk vs security on continuance intention to use mobile commerce under the influence of consideration of future consequences. Accordingly, the specific objectives of this research are: Objective 1: This study aims at testing the simultaneously direct influence of consideration of future consequences – immediate and consideration of future consequences of future consequences – future on continuance intention to use mobile commerce.