Task-technology fit perspective of the use of m-commerce by retail businesses

Abstract

Mobile commerce (m-commerce) has gradually increased in popularity among small and medium-sized retail businesses in developing countries in recent years. As a result, scholars and retail practitioners have been eager to understand better the factors that influence this new mobile channel usage. The article examines the primary determinants of retail personnel's use of m-commerce in Angola through the theoretical lens of Task-Technology Fit (TTF). This study followed a cross-sectional design and adopted the positivist research paradigm. As such, a structured questionnaire was used to collect data from retail business personnel and actual users of m-commerce (n = 229). Structural Equation Modeling (SEM) analysis was performed on the data collected using the Analysis of Moment Structures (AMOS) software. The findings indicated a strong correlation between the four dimensions of task characteristics (i.e., time criticality, mobility, non-routineness, and interdependence) and the task-technology fit dimensions. Additionally, it was determined that there is a strong correlation between the functionalities of m-commerce systems (i.e., Mobile Notification, Mobile Information Exchange, Mobile Information Search, and Mobile Data Processing) and the TTF dimensions. In comparison, the study discovered a minimal correlation between task-technology fit as correspondence and m-commerce use. As a result, some directions for future research were provided.

Assessment of the Role of Enterprise Resource Planning (ERP) Implementation on Machakos University’s User Performance

“…Recent research, exemplified by Mehta et al (2022), has underscored the importance of the Task Technology Fit (TTF) model, emphasising the alignment between user needs, task requirements, and technology characteristics. The findings indicate that TTF, technology utilisation and technology acceptance all significantly and positively impact user performance in the context of ERP systems, aligning with previous research (Abugabah et al, 2015;Al-Emran, 2021;Alyoussef, 2021;Justino et al, 2022;Mustafa et al, 2022;Ratna et al, 2020) that arrived at similar conclusions.…”

The Role of Task-Technology Fit on the Design and Use of a Hotel Management System

“…The results of Sulistyaningsih and Nugraha's (2022) research show that TTF can make it easier to analyze the compatibility between virtual learning technology and individual tasks. In addition, TTF has also been used by Justino et al (2022b) in conducting suitability analysis of retail employees in using m-commerce applications. T et al ( 2022) also used TTF in evaluating hospital information systems so that they have an impact on technological support for achieving the completion of tasks in hospital business processes.…”

“…The TTF model has been applied in various studies in various sectors. For example, research on the analysis of the suitability of virtual learning technology to individual tasks (Sulistyaningsih & Nugraha, 2022), analysis of the suitability of retail employees in using m-commerce applications (Justino et al, 2022a(Justino et al, , 2022b, and evaluation of hospital information systems against hospital needs (T et al, 2022).…”