Table 1
Fornell–Lacker criterion and construct correlation
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | ||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Less cards | 1.00 | |||||||||||||
| 2 | Exp. convenience benefit | 0.82 | 1.00 | ||||||||||||
| 3 | Permanent availability | 0.66 | 0.67 | 0.90 | |||||||||||
| 4 | Per. information value | 0.44 | 0.47 | 0.51 | 0.89 | ||||||||||
| 5 | Financial advantages | 0.60 | 0.59 | 0.66 | 0.51 | – | |||||||||
| 6 | Exp. loss of control | 0.21 | 0.19 | 0.21 | 0.35 | 0.22 | – | ||||||||
| 7 | Subjective norm | 0.31 | 0.32 | 0.36 | 0.49 | 0.38 | 0.29 | – | |||||||
| 8 | Mobile phone experience | 0.16 | 0.19 | 0.21 | 0.19 | 0.22 | 0.06 | 0.10 | 0.83 | ||||||
| 9 | Innovativeness | 0.32 | 0.36 | 0.42 | 0.44 | 0.32 | 0.17 | 0.34 | 0.57 | 0.85 | |||||
| 10 | Use of personal data | −0.16 | −0.10 | −0.17 | −0.20 | −0.14 | −0.26 | −0.18 | −0.03 | −0.12 | 0.87 | ||||
| 11 | Per. ease of use | 0.58 | 0.58 | 0.62 | 0.56 | 0.62 | 0.30 | 0.51 | 0.29 | 0.50 | −0.19 | 0.85 | |||
| 12 | Per. usefulness | 0.61 | 0.66 | 0.76 | 0.57 | 0.74 | 0.30 | 0.43 | 0.25 | 0.41 | −0.22 | 0.75 | 0.87 | ||
| 13 | Intention-to-use | 0.57 | 0.60 | 0.61 | 0.57 | 0.64 | 0.27 | 0.52 | 0.21 | 0.40 | −0.20 | 0.67 | 0.70 | 0.92 | |
| 14 | Usage behavior | 0.66 | 0.67 | 0.69 | 0.59 | 0.70 | 0.26 | 0.47 | 0.23 | 0.51 | −0.26 | 0.74 | 0.74 | 0.77 | 0.92 |
[i] Diagonal elements are the roots from AVE, including the correlation of the latent constructs.
Figure 1
Path Coefficients (***p ≤ 0.001; **p < 0.01; *p < 0.1; n.s. = not significant).
Table A1
Constructs and measurement items
| Construct [Source] | Measurement item | Stand. Loadings/Stand. Weights | Cron. alpha | AVE | IC | VIF |
|---|---|---|---|---|---|---|
| Less Cards [Prein, 2011] | ||||||
| By using the mobile loyalty card, I expect to have to keep fewer cards and coupons in my wallet. | – | |||||
| Expected convenience benefit [Prein, 2011] | ||||||
| By using the mobile loyalty card, I expect to be able to use the loyalty card program more conveniently than a conventional program with a plastic loyalty card and paper coupons. | – | |||||
| Permanent availability [Prein, 2011] | 0.88 | 0.81 | 0.93 | |||
| By using the mobile loyalty card, I expect to worry less about which loyalty cards to take with me before shopping because I always have my cell phone in my pocket. | 0.859 | |||||
| By using the mobile loyalty card, I expect to always be able to find out about offers and points statuses while on the move. | 0.907 | |||||
| By using the mobile loyalty card, I expect not to miss out on any offers because I forgot the necessary coupons at home, since I have all the coupons with me on my cell phone. | 0.933 | |||||
| Perceived information value [Wilke, 2006] | 0.87 | 0.79 | 0.92 | |||
| Through mobile loyalty cards, I learn so much that I can make better decisions while shopping. | 0.845 | |||||
| Using the mobile loyalty card to inform me about the offer, products, and coupons while shopping makes the decision easier. | 0.912 | |||||
| I am quite confident that I can make the right decisions when shopping through the mobile loyalty card. | 0.902 | |||||
| Financial advantages—formative [Prein, 2011] | 2.18 | |||||
| By using mobile loyalty cards, I expect to be rewarded with attractive rewards for my loyalty as a customer. | 0.654 | |||||
| By using the mobile loyalty card on my cell phone, I expect to save money. | 0.061 | |||||
| By using the mobile loyalty card on my cell phone, I expect to receive more/better services for the same price. | 0.341 | |||||
| Expected loss of control—formative [Prein, 2011] | 1.18 | |||||
| I believe that the provider uses my master data and information about my purchases only for the purposes I want. | 0.977 | |||||
| I believe that by using the mobile loyalty card, I no longer have control over entities who might have access to my master data and information about my shopping behavior. | −0.105 (n.s.) | |||||
| Subjective norm—formative [Pousttchi and Goeke, 2011] | 1.50 | |||||
| Friends recommend using this mobile service. | 0.158 (n.s.) | |||||
| Experts recommend using this mobile service. | 0.555 | |||||
| Friends and colleagues use this mobile service. | 0.463 | |||||
| Mobile phone experience/competence [Prein, 2011] | 0.78 | 0.70 | 0.87 | |||
| Compared to other people around me, using a cell phone is easy for me. | 0.786 | |||||
| I know the functions of my cell phone well. | 0.832 | |||||
| I often help friends, acquaintances, and relatives to operate their cell phones. | 0.880 | |||||
| Innovativeness [Im and Ha, 2012; Prein, 2011] | 0.88 | 0.73 | 0.92 | |||
| I regularly find out about new cell phone apps. | 0.830 | |||||
| I enjoy discovering and trying new cell phone apps. | 0.900 | |||||
| When I hear about new mobile services for my cell phone, I want to learn about them and try them out as soon as possible. | 0.888 | |||||
| In my circle of friends, I am often the first to try out new and innovative cell phone apps. | 0.795 | |||||
| Use of personal data [Mann and Prein, 2008] | 0.89 | 0.75 | 0.92 | |||
| It annoys me when companies want personal information from me. | 0.859 | |||||
| When companies ask me for personal information, I think twice before giving it out. | 0.862 | |||||
| It scares me that companies are collecting more and more private information about me. | 0.904 | |||||
| It's risky to disclose my personal information to mobile loyalty card providers. | 0.838 | |||||
| Perceived ease of use [Pousttchi and Goeke, 2011] | 0.87 | 0.72 | 0.91 | |||
| Using mobile loyalty cards is enjoyable for me. | 0.854 | |||||
| Using mobile loyalty cards is convenient. | 0.908 | |||||
| Using mobile loyalty cards is understandable. | 0.849 | |||||
| Learning to use mobile loyalty cards is easy. | 0.777 | |||||
| Perceived usefulness [Pousttchi and Goeke, 2011] | 0.86 | 0.79 | 0.92 | |||
| Using mobile loyalty cards makes me more flexible. | 0.893 | |||||
| I only need one device and can do different things with it. | 0.886 | |||||
| I believe the use of mobile loyalty cards is rewarding. | 0.880 | |||||
| Intention to use [Mann and Prein, 2008] | 0.83 | 0.86 | 0.92 | |||
| How do you rate mobile loyalty card programs in general? | 0.931 | |||||
| How do you rate mobile loyalty card programs in principle? | 0.918 | |||||
| Usage behavior [Mann and Prein, 2008; Prein, 2011] | 0.96 | 0.85 | 0.96 | |||
| I could imagine using my cell phone to collect bonus points. | 0.926 | |||||
| I could imagine calling up coupons via app as a QR code and redeeming them. | 0.908 | |||||
| I could imagine using the cell phone to access the Internet and/or request location-based coupons and offers via an app. | 0.919 | |||||
| I could imagine using my cell phone to go online and/or retrieve information such as bonus point balance via an app. | 0.931 | |||||
| I could see myself signing up for a mobile loyalty card program. | 0.918 |
[i] apps, applications; n.s., not significant