Consumer Usage of Mobile Visual Search in China: Extending UTAUT2 With Perceived Contextual Offer and Implementation Intention

As an emerging information retrieval technology, mobile visual search (MVS) has considerable development potential and broad market application prospects. Although many studies have explored user behaviors with various information technology artifacts, few have specifically investigated consumers' MVS intentions and behaviors. For filling the gap, this study is to integrate perceived contextual offer (PCO) and implementation intention into the theoretical model of UTAUT2, aiming to explore potential predictors of Chinese consumers' MVS usage intention and behavior. The results showed that consumers' perceptions of contextual offer, performance expectancy, hedonic motivation, and their using habit had significant effects on consumers' MVS usage intention. Habit, usage intention, and facilitating conditions showed significant predictive power for consumers' MVS implementation intention and their further usage behavior. Additionally, habit and usage intention indirectly influenced consumers' MVS usage through the complementary mediation of implementation intention.