User behaviour on continuance intention to use M-commerce in African context: mediating effect of perceived value

PurposeThere has been a huge fluctuation in online marketplace that suggests inconsistencies of m-commerce usage. The study investigates user behaviour to continued patronage of m-commerce and the mediating role of perceived value.Design/methodology/approachThe study aimed to use adapted questionnaire and online version to pool data from respondents that has internet profile and conducts m-commerce. The hypotheses were proven through the use of structural equation model.FindingsIn this paper performance expectancy and user satisfaction are major determinants of continuance intention to use m-commerce in African context while perceived value partially mediate the relationship between the variables.Research limitations/implicationsCross-sectional survey and the small sample size that was used calls for caution in generalisation.Practical implicationsWith the mediating influence of perceived value, attention is directed to the role of value perception of m-commerce users. Keeping and increasing continuance usage requires pleasurable offerings and value indices that influence their subjective perceptions.Social implicationsThe significance of the mediating variable highlights the social value dimension of users' value perception given that it can help to deepen the continuous usage of m-commerce.Originality/valueThe predictive power of 78.5% continuance intention demonstrates inclusion of factors with better predictive accuracy. Importantly, the significance of perceived value as a mediator demonstrates the importance of valuing not only the direct impacts of the variables but also the indirect roles that impacts continuance intention of m-commerce in African context.