Self-Efficacy: Predicting Consumer's Use Of Mobile Service

Chapter 2: Literature Review

2.1 Introduction

In the research, we need to investigate the predicting consumer intention to use mobile service. This chapter will discuss about five main variables such as self-efficacy, perceived financial resources, perceived credibility, perceived usefulness and perceived ease of use.

2.2 Self-efficacy

According to Fidani (2012), the more confident an individual is in his/her technical skills or greater the experience he/she has with a mobile phone, the more likely that intention consumer to use mobile service would be highly adopted. Applied to mobile banking services, self-efficacy describes consumers’ judgments of their own capabilities to obtain product information and purchase products or services with

The cost of mobile service will be concern by consumer which matters the requirement to pay for it (Shafinah, 2013). The result of the price will be decided by encoding the product's price which by customers' feeling in a way that is meaningful to them (Xu, 2015). If the customers do not accept the price then the product will be no value (Xu, 2015). And in the other hand, some consumer also purchase the use of mobile service based on their personal financial. If the quality of the mobile service are very good such as easy access, security issue, efficient, wireless, can use at anytime and anywhere, this could influenced by looking at consumer's financial resources, if they interested then they will purchase it. They also decided to purchase this product by reading other customers' feedback. If the feedback is mostly good, then they will consider buying it and sometimes when they really needed the mobile service then they will purchase it no matter what it cost. Based on Rescher, Woodruff and Gardialb, value evaluations are measured by interaction between the context, customer and the object that the customer evaluates which context affects customer value (Gummerus, 2011) This means, context can be the factor impacting customers' mobile service value evaluations said by Clarke, Dholakia, Vlachos and Vrechopoulos (Gummerus, 2011). Value of mobile service is

According to (Mudambi & Schuff, 2010), interpreting perceived usefulness as “a measure of perceived value in the purchase decision-making process”. In other words, perceived usefulness do mediate the relationship between ease of use and users’ intentions, and indirect path is the only path to facilitate perceived ease of use towards intention (Mohammadi, 2015). Furthermore, perceived usefulness is a key determinant of intention (Tarhini et al., 2013). In previous research conduct by (Kanthawongs, 2013), Chen and Tseng showed perceived usefulness was the primary reason for the acceptance by junior high school teachers of web-based e-learning systems for in m-service training. In fact, perceived usefulness is one of the factors that influence consumer to use mobile