The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value

Consumers can conduct mobile commerce via their smartphones. They can search for products and when ready, they pay and have the products delivered to their homes. By sharing personal information, they receive faster and more customized service. Because of the risk of loss of privacy, consumers need to balance their privacy concerns against the perceived value of enhanced mobile commerce. In this empirical study, the unified theory of acceptance and use of technology (UTAUT2) is modified where perceived value replaces price value to represent the value of an IT artifact that has no direct costs attributable to it. The framework is extended to include constructs from the privacy calculus. In addition, the construct of personal innovativeness is added as a moderator with the anticipation that owners of smartphones who are more personally innovative will be more willing to share information. From an empirical study of Canadian smartphone owners, the results show that perceived privacy concerns influence perceived value and that intention to use is significantly influenced by hedonic motivation and perceived value.