The integration of mobile/smartphones into daily life represents a fundamental aspect of modern living. With the increasing number of mobile users, businesses face a critical need to offer customers the convenience of mobile phone payments. However, widespread adoption faces resistance due to perceived risks, a concern influenced by individual personalities. This study delves into how personality traits affect perceptions of risk, impacting the adoption of mobile payments. The findings provide concrete evidence of personality’s significant role in determining the intention to use mobile payment. Notably, the study reveals a correlation between traits such as openness and agreeableness with the perception of risk linked to mobile payments. Moreover, the perceived risk associated with mobile payments was found to significantly influence individuals’ intentions to use this payment channel. The study illuminates how personalities shape risk perceptions, shedding light on the vital interplay between personal traits and the adoption of mobile payment technologies.

When compared to Western countries, social commerce is growing much more rapidly in Asian countries. This is especially the case in Southeast Asian countries. This study compares the influential social commerce factors in the USA, Thailand, and Vietnam. Five hundred and twenty-five (525) Americans, three hundred seventeen (317) Thai and four hundred and forty-seven (447) Vietnamese participated in this study. The results of this study reveal the commonalities and differences in social commerce usage between Eastern and Western countries. Using structural equation modeling, this study provides evidence that normative beliefs, technology competency, perceived security, perceived privacy, and perceived usefulness significantly influence the decision to use social commerce in all three countries. While the factor perceived ease of use was only significant in Vietnam, perceived trust was significant in the USA and Thailand, and perceived social presence was significant in Thailand and Vietnam.

Facebook commerce has become increasingly popular, especially for consumer-to-consumer (C2C) transactions. This trading channel is highly utilized for local transactions and for connecting people with similar interests, thus making it an especially useful channel for buying and selling pre-owned luxury products. This study aims at examining the determinants of customers' social image satisfaction with the purchase of pre-owned luxury brand watches via the Facebook-commerce channel. Data were collected from two hundred Thai consumers who are the members of the pre-owned luxury brand watch Facebook group. The results revealed factors which significantly influence customers' social image satisfaction toward a pre-owned luxury brand watch. The findings also showed that the perceived symbolic value plays an important mediating role in the relationship between perceived experiential value and social image satisfaction.

Previous studies on the intention to use mobile payment were mainly conducted using traditional technology acceptance models, which focus on positive factors and ignore negative factors influencing the intention to use mobile payment in both developed and developing countries. This study is conducted in a newly emerging country, Vietnam – a trusted destination for multinational companies to do business and reposition their global supply chains. With the integration of positive and negative factors into an extended research model to examine their influence on the intention to use mobile payment, the results show that perceived privacy and perceived security contribute to overall perceived risk. Moreover, perceived risk and perceived compatibility are two determinants of intention to use mobile payment. Theoretical and managerial implications are drawn and directions for future research are outlined.

Online consumer reviews have been shown to play an important role that can influence consumers' attitudes, behaviors, and purchasing decisions. This study seeks to understand factors that affect user intention to use online consumer reviews. To examine this area, this paper theorizes multiple constructs that may influence intention to use. The subjects in this study were 466 online Vietnamese consumers. The data were analyzed using structural equation modeling, and five of the seven hypotheses were found to be significant. This study found several results not found in prior studies. The construct perceived online review importance is found to be important in influencing intention to use online reviews. Both perceived usefulness and perceived credibility influenced consumers' perceptions on the importance of online reviews. The study findings contribute to the research field of online consumer reviews and provide new insights into intention to use online consumer reviews for a developing country, different from prior studies that have focused on developed countries.

With the rapid growth in the number of people using social networking sites, businesses are attempting to engage their customers by establishing social commerce websites, which provide customers with a new shopping experience. This new commerce channel allows customers to share their experience and attain information from other customers. Nevertheless, not all consumers are ready to engage in this type of shopping. Whether customers will adopt this new shopping avenue may depend on their personality types and demographic characteristics. Based on the Myers–Briggs Type Indicator (MBTI), this study investigates whether consumers’ preferences on social commerce are influenced by their personalities and demographic characteristics. The findings reveal a significant difference between the personality types of judging and perceiving. Desirable features as well as factors that encourage and discourage customers from using social commerce websites are also identified. Implications for the social commerce research field and practical applications are also discussed.

With the rapid E-commerce growth and changes in consumers’ behaviors, many businesses are forced to adapt their business model to match their target customers’ needs. To provide consumers with more product details and increase their confidence in making online purchases, online businesses offer online reviews as an alternative to customers physically interacting with a product. Although consumers have become familiar with the use of online product reviews, many aspects of users’ perceptions of online reviews are still not well understood. This study explores the factors underlying the intention of Thai consumers to use online reviews when considering purchasing an item. The study results provide insight into the factors that affect consumers’ use of online reviews prior to a purchase. This study furthers the body of knowledge that deals with online reviews and system use, providing results that allow E-businesses to adapt their business model to better fit consumers’ expectations.

Social commerce research to date has been heavily focused on developed economies even though social commerce in developing economies still has the potential for double-digit growth. The purpose of this study is to identify the factors that influence social commerce adoption in Thailand. Three hundred and seventeen (317) online Thai consumers participated in this study. The resulting data was analyzed using SEM to identify the factors that influence social commerce adoption among Thai consumers. The results of this study reveal that the factors of normative beliefs, technology competency, perceived security, perceived privacy, perceived ease of use, perceived usefulness, perceived trust, and perceived social presence are significant among Thai consumers in their decision to adopt social commerce. Both research and practical implications are to be gained by exploring these factors which influence social commerce adoption in emerging economies.

Social networking websites are enjoying widespread usage throughout the world. Its applications are playing a significant role in marketing by allowing users to share information about products and services such as reviews, opinions, and even purchasing behavior with their network of friends and family. These social networks provide new opportunities to communicate with existing customers and attract new customers through the social networks of individuals. Despite its popularity, not all consumers are ready to embrace it. This study aims at examining the factors that influence consumers to engage in social commerce. The research findings contribute to consumer behavior theory by revealing factors that can encourage consumers to participate in social commerce. Results from this study should help online merchants better understand how to effectively reach online consumers through social commerce.

Online reviews have emerged as influential sources of information which greatly affect customers’ pre-purchase decision. Some studies have found that culture impacts online reviews, but many aspects of online review usage are still not well-understood. This study seeks to understand: What factors influence the usage of online reviews and consumers’ intention to use online reviews influenced by culture? This study collects data from U.S. and Thai consumers to examine what factors affect user attitudes and intentions. Structural Equation Modeling is used to analyze the data and the findings reveal that most of the proposed factors influence online review adoption for these two nationalities. One significant difference was found between the respondents of the two countries. The results should help online businesses gain a better understanding of these factors, and thus direct their efforts to develop features which positively influence online review usage.

With the increasing popularity in smartphone usage, it is crucial for banks to offer mobile banking to allow their customers to perform banking transactions at their convenience. Banks need to understand which factors play an important role in encouraging or discouraging customers from using mobile banking. It is also important to investigate further whether bank customers’ perceptions on mobile banking are influenced by culture. This study compares mobile banking perceptions between consumers in the U.S. and in Thailand. Three hundred and fifty-five (355) respondents from the U.S. and four hundred (400) respondents from Thailand participated in this study. Seven mobile banking factors predicted to influence consumers’ attitude on the usage of mobile banking are investigated in this comparative study. The study finds six of these factors to be significant and also finds several factors that encourage and discourage U.S. and Thai consumers from using mobile banking.

With the rapid growth of mobile phone usage, mobile services have influenced many industries including banking. Mobile banking has become a popular service as it offers a convenient channel for customers to perform banking transactions. Nevertheless, not all customers feel safe performing financial transactions online. Trust has become a crucial element on whether customers choose to use mobile banking. As a comparative study, this research examines factors and bank customers' characteristics that influence trust in mobile banking between U.S. and Thai mobile banking customers. Three hundred and eight USA consumers and two hundred and fifty-two Thai consumers participated in this study. The results found multiple significant factors influencing trust and usage of mobile banking. This study expands on previous trust and mobile banking usage research and provides practical implications for cross-cultural strategies in mobile banking.

With the rapid e-commerce growth and changes in consumers’ behaviors, many businesses are forced to adapt their business model to match their target customers’ needs. To provide consumers with more product details and increase their confidence in making online purchases, online businesses offer an online review as an alternative to physically interacting with a product. Although consumers have become familiar with the use of online product reviews, many aspects of user behavior toward the usage of online reviews are still not well understood. This study explores the factors underlying the acceptance of consumers’ online review usage when considering purchasing an item. The study results provide insight into the factors that affect customers’ use of online reviews prior to a purchase. This study furthers the body of knowledge that deals with online reviews and system usage, providing results that allow e-commerce businesses to adapt their business model to better fit consumers’ expectations.

With a rapid growth in technology, cloud computing has become increasingly popular among individual users and businesses around the world. This computing technology continues to attract attention in both academic and business settings. The popularity of cloud computing is due to its ability to provide faster on-demand infrastructure, self-service, and independent ability to contribute to, and access, resources. Despite many potential benefits of cloud computing usage, there are certain aspects that have prohibited some consumers to accept this technology and remain reserved toward its adoption. There are some crucial factors to consider before cloud computing can be accepted entirely by the individual, larger business, or academic groups. This study thus aims at investigating how cloud computing is perceived by potential users and which factors have a tendency to encourage or discourage them to adopt cloud computing.

With a rapid increase in smart phone users, mobile banking is becoming an available banking channel that allows consumers to perform banking transactions at their own convenience. However, not all customers are ready to embrace this new channel of services. It is crucial for banks to fully understand the preferences of their customers, especially which factors play an important role in encouraging or discouraging customers from using this banking channel. It is also important to further investigate whether their customers' perceptions on mobile banking is influenced by culture. This article aims at comparing the mobile banking perceptions between the consumers in the U.S. and in Thailand. The research findings reveal the various factors that influence mobile banking adoption for these two nationalities. The results should help banks gain an understanding of these factors, and thus direct their efforts to develop features that satisfy the needs of their target customers and alter their business model to promote factors that have a positive influence on mobile banking adoption.