The Role of M-Commerce Readiness in Emerging and Developed Markets

Abstract

Although mobile commerce growth shows a promising trend and provides ample potential for retailers around the globe, several studies have shown that m-commerce has failed so far in attracting the hearts and minds of potential customers across different countries. Unlike past studies that examine single countries and/or developed markets, this study advances the literature by comparing m-commerce customers' behavioral intentions and actual behaviors using data from 812 m-commerce users across four countries (Australia, India, U.S., and Pakistan). This four-country context offers a unique opportunity for understanding how m-commerce consumers' behaviors differ across disparate national markets. We propose a conceptual framework linking m-commerce users' behaviors (intentions and actual usages) to its key drivers including ubiquity and habit, and develop hypothesis about the moderating roles of m-commerce readiness and habit in these linkages. The results reveal important asymmetries between m-commerce readiness stage and between habit: users at early m-commerce readiness stage assign more importance to ubiquity relative to habit in influencing purchase intentions, whereas the opposite is true for the users who are at an advanced m-commerce readiness stage. Habit moderates the influence of ubiquity such that its importance in determining intention decreases as the behavior in question takes a more habitual nature. We outline how m-retailers operating across different countriesdeveloped and developing-should adapt their marketing strategies to customers at different mcommerce readiness stages.

Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys

“…Although new technology adoption and usage behaviors can be universally explained by factors such as perceived usefulness and ease of use (e.g., Davis 1989), trust (e.g., Gefen, Karahanna, and Straub 2003), or technology readiness (Blut and Wang 2019), scholars have found ample evidence that cross-cultural factors also play a role in the adoption and usage of new technologies. Prior studies show that cultural differences exist in the adoption and usage of email and fax (Straub 1994), adoption and usage of online shopping (e.g., Ashraf, Thongpapanl, and Auh 2014), acceptance of SMS advertising (Muk and Chung 2015), and adoption of mobile commerce (e.g., Ashraf et al 2017).…”

Risk Management of Mobile Commerce Using Social Networks in Jordan

“…To help users have better and positive experiences while doing business using their mobile devices, organizations should first assess the available risks. Through the risk map created, they will then be able to respond to the different risks in different ways which might include acceptance, avoidance, sharing and reduction (company perspective) (Ashraf, Thongpapanl, Menguc &Northey, 2017). The type of risk mitigation factor that an organization or individual business person chooses should be able to bring the risks involved in m-commerce to levels that can be tolerated.…”

Integrating technology acceptance model and organizational innovativeness in the adoption of mobile commerce

“…Because of its newness, series of definitions have been advanced but no consensus has been reached among scholars about how it should be defined. Moshin et al (2003) for instance, asserted that a line of difference can hardly be drawn between m-commerce and e-commerce as the former is a representation or an extension of the latter and which indicates that it is a form of e-commerce being used through wireless devices (Varshney & Vetter, 2002;Ashraf et al, 2016). Zhang et al (2012) while corroborating Moshin et al (2003) equally argued that m-commerce extends e-commerce as it affords business activities to be performed wirelessly using mobile devices.…”