A positive self-congruence theoretic view of shopping mall consumers' perceived risk in mobile commerce intentions

Kathryn De Luca, Sigi Goode and Dennis Hart

International Journal of Electronic Marketing and Retailing, 2025, vol. 16, issue 6, 646-671

Abstract: Shopping malls and mobile commerce both give consumers access to a large range of retailers. However, recent disruption, including COVID, has seen a rise in mobile commerce use for online shopping. This study examines how shopping mall consumers perceive m-commerce. Most prior explanations of m-commerce risk and attitude have adopted a usefulness approach. Despite the highly personal nature of smartphones and mobile devices, the role of the consumer's sense of self has not been tested. The paper tests a model of m-commerce use intention based on usefulness, risk and self-congruence theory. The study uses a face-to-face intercept survey 127 shopping mall consumers to understand mall consumers' perceptions. The results show that self-congruence can have a stronger effect than usefulness factors, affecting both perceived risk (β = -0.20, p < 0.001) and attitude (β = 0.33, p < 0.05), and indirectly affects intention to use m-commerce (β = 0.16, p < 0.001). Perceived self-congruence is a useful addition to attitudinal models in consumer research, because our results show that self-congruence has a dominant effect on m-commerce risk attitudes.

Keywords: shopping mall consumers; mobile commerce; risk; intention; self-congruence. (search for similar items in EconPapers)
Date: 2025
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