Effects of Technology Adaptation and Perceived Value on Continuance Intention in M-commerce of Gen Z: Innovativeness as a Moderator

This study investigates the combined influence of privacy calculus theory (perceived risks, perceived benefits, perceived value) and social cognitive theory (mobile computing self-efficacy, exploitive technology adaptation) on the continuance intention of Gen Z m-commerce users in Vietnam. Using convenience sampling and a questionnaire-based survey approach, the study collected 385 responses from current Gen Z users. To validate the hypotheses, a SmartPLS technique was employed. The findings revealed that perceived value, exploitive technology adaptation, and mobile computing self-efficacy are positively influenced by continuance intention. Furthermore, the study not only highlights the significant role of privacy calculus theory within the benefits–risks–value construct but also underscores the social cognitive theory framework. Remarkably, this study is the first to unveil the significant moderating effect of personal innovativeness on the relationship between exploitive technology adaption and continuance intention. This study provides valuable insights and recommendations for businesses aiming to retain Gen Z customers by enhancing the factors that influence continuance intention.