Abstract
Since the advent of mobile commerce, many firms have added a mobile (m-) service to their existing offline and online services. The adoption of an m-service in a multichannel context is not only influenced by factors directly associated with the m-service, but also by cross-channel cognitive evaluations emanating from other existing channels. These cross-channel evaluations can lead to evaluative synergies and dissynergies that can influence consumer decision-making. To explore empirically the impact of cross-channel synergies and dissynergies between the online service and the m-service offered by the same firm, against the background of expectation-transfer theory and status-quo-bias theory, data were collected from 666 online-service users. Consistent with expectation-transfer theory and status-quo-bias theory, the results of the study demonstrated that cross-channel evaluative synergies and dissynergies do indeed impact salient m-service beliefs. The results suggest that managers can leverage the cross-channel synergies emanating from online trust and ease-of-use beliefs to enhance the adoption of the m-service. The results also suggest that, to enhance wider adoption, the marketing managers of m-services need to mitigate the status-quo-bias effects emanating from online-service facilitating conditions, and lower online-service risk perceptions.
Highlights
With the deployment of third generation (3G) mobile communication technologies, mobile commerce has seen rapid development around the world
In this study it was hypothesised that trust in the online service leads to enhanced perceived usefulness of the m-service offered by the same firm
The empirical results in respect of H8 and H9 indicated that favourable online-service facilitating conditions and risk perceptions reduce the perceived usefulness of the m-service offered by the same firm
Summary
With the deployment of third generation (3G) mobile communication technologies, mobile commerce has seen rapid development around the world. Mservices can be an alternative (substitute) channel or a complementary channel to the existing online channel. Customers’ perceptions of one channel influence their perceptions of another channel offered by the same firm These cross-channel cognitive evaluations can result in evaluative dissynergies and synergies that can influence customers’ adoption behaviour of alternative channels. In line with the notion of cross-channel cognitive evaluations, a crosschannel evaluative dissynergy would occur when a customer’s evaluation of one channel results in an evaluative conflict with another channel of the same firm (Falk et al, 2007). A cross-channel evaluative synergy would occur when a customer’s evaluation of one channel results in an evaluative concordance with another channel of the same firm (Falk et al, 2007)
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