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A positive self-congruence theoretic view of shopping mall consumers' perceived risk in mobile commerce intentions

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  • Kathryn De Luca
  • Sigi Goode
  • Dennis Hart

Abstract

Shopping malls and mobile commerce both give consumers access to a large range of retailers. However, recent disruption, including COVID, has seen a rise in mobile commerce use for online shopping. This study examines how shopping mall consumers perceive m-commerce. Most prior explanations of m-commerce risk and attitude have adopted a usefulness approach. Despite the highly personal nature of smartphones and mobile devices, the role of the consumer's sense of self has not been tested. The paper tests a model of m-commerce use intention based on usefulness, risk and self-congruence theory. The study uses a face-to-face intercept survey 127 shopping mall consumers to understand mall consumers' perceptions. The results show that self-congruence can have a stronger effect than usefulness factors, affecting both perceived risk (β = -0.20, p < 0.001) and attitude (β = 0.33, p < 0.05), and indirectly affects intention to use m-commerce (β = 0.16, p < 0.001). Perceived self-congruence is a useful addition to attitudinal models in consumer research, because our results show that self-congruence has a dominant effect on m-commerce risk attitudes.

Suggested Citation

  • Kathryn De Luca & Sigi Goode & Dennis Hart, 2025. "A positive self-congruence theoretic view of shopping mall consumers' perceived risk in mobile commerce intentions," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 16(6), pages 646-671.
    • Handle: RePEc:ids:ijemre:v:16:y:2025:i:6:p:646-671
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