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

Abstract

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.