How consumer innovativeness, technological expertise, and consideration set size can explain mobile commerce use: An extended understanding using a moderation–mediation model

This study integrates consumer innovativeness (CI) and technological expertise (TE) in attitudes mobile commerce use (MCU) introduces consideration set size (CSS) as a moderator mediator of these relationships. Based on survey sample 577 Vietnamese consumers, it uses structural equation modelling approach to test the hypotheses. The findings show that attitudes, CI, TE, CSS have direct positive effects MC use. results also indicate significant moderation effect between CI TE MCU. In particular, this demonstrates is an important relationships inclusion mediation sharply increases explained variance MCU from 25.0% 37.3%, with 49.2%, compared model only includes effects. When are added, 51.7%, 38.6%, model. Thus, extends our understanding innovativeness–attitude–behaviour relationship explaining A deeper structure essential obtain higher adoption rate increase loyalty, especially for innovative consumers high TE.