This study integrates consumer innovativeness (CI) and technological expertise (TE) in consumer attitudes and mobile commerce use (MCU) and introduces consumer consideration set size (CSS) as a moderator and a mediator of these relationships. Based on a survey sample of 577 Vietnamese consumers, it uses a structural equation modelling approach to test the hypotheses. The findings show that attitudes, CI, TE, and CSS have direct positive effects on MC use. The results also indicate a significant moderation effect between CI and TE on MCU. In particular, this study demonstrates that CSS is an important moderator and mediator in the relationships between attitudes, CI, TE, and MCU. The inclusion of mediation effects sharply increases the explained variance of MCU from 25.0% to 37.3%, with an effect size of 49.2%, compared with the model that only includes the direct effects. When the moderator effects are added, the explained variance of MCU increases to 51.7%, with an effect size of 38.6%, compared with the mediation model. Thus, the inclusion of mediation and moderation extends our understanding of the innovativeness–attitude–behaviour relationship in explaining MCU. A deeper understanding of the size and structure of the consideration set is essential to obtain a higher consumer adoption rate and increase loyalty, especially for innovative consumers with high TE.

这项研究整合了消费者态度和移动商务使用（MCU）中的消费者创新（CI）和技术专长（TE），并介绍了消费者考虑因素规模（CSS）作为这些关系的主持人和调解人。基于对577名越南消费者的调查样本，它使用结构方程模型化方法来检验假设。研究结果表明，态度，CI，TE和CSS对MC的使用具有直接的积极影响。结果还表明CI和TE之间对MCU的显着调节作用。特别是，这项研究表明CSS是态度，CI，TE和MCU之间关系的重要调节者和中介者。纳入调解效果后，MCU的解释方差从25.0％急剧增加到37.3％，效果大小为49.2％，与仅包含直接效果的模型相比。当添加主持人效果时，与调解模型相比，MCU的解释方差增加到51.7％，效果大小为38.6％。因此，中介和调节的加入扩展了我们对解释MCU的创新性，态度，行为关系的理解。深入了解考虑因素的规模和结构对于获得更高的消费者采用率和提高忠诚度至关重要，特别是对于TE较高的创新型消费者而言。调解和节制的加入扩展了我们在解释MCU时对创新，态度和行为关系的理解。对考虑因素的规模和结构的深入了解对于获得更高的消费者采用率和提高忠诚度至关重要，特别是对于TE较高的创新型消费者而言。调解和节制的加入扩展了我们在解释MCU时对创新，态度和行为关系的理解。对考虑因素的规模和结构的深入了解对于获得更高的消费者采用率和提高忠诚度至关重要，特别是对于TE较高的创新型消费者而言。