The Moderating Role of Flow Experience on Mobile Commerce Continuance Intention: The Integrative View of User Adaptation, Expectation-Confirmation, and Task-Technology Models

This study examines mobile commerce continuance intention based on integrating expectation-confirmation and task-technology models and incorporating flow experience and user adaptation perspectives in an emerging context of Vietnam. The dataset (n = 519) of face-to-face responses from mobile commerce consumers utilizing convenience and snowball sampling techniques was examined employing the partial least squares structural equation modeling SmartPLS4.0. The findings confirm that confirmation, perceived usefulness, and satisfaction are all positively related to continuance intention. Additionally, the findings show that while task-technology fit affects perceived usefulness and user adaptation, it does not directly predict satisfaction. Furthermore, the study indicates that flow and task-technology fit impact continuance intention. Remarkably, this study is the first to unveil the significant moderating effect of flow on the relationship between adaptation and continuation intention. The study offers insightful implications for firms to retain customers effectively by boosting the factors forming continuance intention. Purpose: This study examines mobile commerce continuance intention based on integrating expectation-confirmation and task-technology models and incorporating flow experience and user adaptation perspectives in an emerging context of Vietnam. Methods: Utilizing convenience and snowball sampling techniques to collect the data (n=519) of face-to-face responses from mobile commerce consumers, then using the partial least squares structural equation modeling (SmartPLS4.0) to analyze. Conclusions: Confirmation, perceived usefulness, and satisfaction are all positively associated to continuance intention. Task-technology fit affects perceived usefulness and user adaptation, but not satisfaction. The study also indicates that flow and task-technology fit impact continuance intention and the moderating effect of flow on the relationship between adaptation and continuation intention. Implications and limitations: The study offers insightful implications for firms to retain customers effectively by boosting the factors forming continuance intention.