The Influence of Perceived Value on Exploratory Behaviour Towards Future Patronage Intention in M-Commerce: An S-O-R Approach.

Abstract

The exploratory behaviour issue has received considerable attention in both online and brick-and-mortar consumer behaviour literature so far. However, regarding the widely prevalent use of mobile commerce in daily life, surprisingly, mobile exploratory behaviour has seldom been investigated. It is unclear to what extent mobile commerce characteristics can facilitate explorative behaviour. Thus, this study aims to fill the gap in the extant literature by examining the positive relationship between the perceived value, namely, functional, emotional and social and exploration (diversive and specific), which in turn, directly impacts future patronage intention. Due to the pivotal role of flow state in computer-mediated and online behaviour in the extant literature, the current study set out to examine the mediation role of flow between the relationship of perceived values and divisive vs specific exploration. This thesis begins with a brief overview of the recent history of noted research elements and proposes the conceptual model based on the stimulate-organism-response (S-O-R) model. It then discussed the hypotheses development. The remaining part of the paper proceeds with details on the data collection process and the methodological approach adopted to test these relationships.