THE EFFECT OF PERSONALIZATION ON BEHAVIOR AND USE INTENTION ON M-COMMERCE APPS ADOPTION

Abstract

Objective: This study explores the determinants of behavioral intention to adopt m-commerce applications, drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT2) framework with addition of personalization construct. Method: Nine hypotheses (H1–H9) were developed to examine the roles of performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, and personalization. Data were collected through a structured survey, and hypotheses were tested using statistical analysis to assess their significance. Findings: Results show that performance expectancy, effort expectancy, social influence, hedonic motivation, and habit did not significantly influence behavioral intention. In contrast, facilitating conditions, price value, and personalization, had significant positive effects. The findings indicate that users’ access to resources (e.g., internet, smartphones), perceptions of economic value, and personalized experiences are the most critical drivers of m-commerce adoption. Interestingly, traditional determinants such as performance and effort expectancy, widely supported in prior studies were not validated in this context. Implications: The study highlights the importance of contextualized factors, suggesting that personalization and price value may outweigh classical technology acceptance constructs in influencing m-commerce adoption. These insights contribute to both theory and practice by emphasizing evolving user priorities in digital commerce.