Customization at a glance: Investigating consumer experiences in mobile commerce applications

The study strives to examine how customization (CUS) affects customers' acceptance of m-commerce applications (MCA) and explore conditions where CUS would strengthen consumers' behavioral intention (BI). The study aimed to bring insights for mobile commerce applications by testing the unified theory of acceptance and use of technology 2 (UTAUT2) factors as mediators between customization and behavioral use. Our findings manifest that CUS positively impacts BI; this effect, meanwhile, has been partially mediated by the mediators illustrated in our model. Most importantly, all our evidence points out that CUS is key to understanding a customer's intention to adopt MCA. Unsurprisingly, products and services will be more helpful with CUS than with homogeneity in enhancing customers' BI to adopt MCA. Indeed, CUS's effect on BI is mediated by a wide range of mediated factors. Our results indicate that UTAUT2 factors influence customers' intentions to adopt MCA. Hence, this study considers it a significant value addition to the theory and practice.