Towards Affirmative Customer Recommendations in Mobile Commerce

Abstract

Lately, the prevailing adoption of mobile commerce is evident throughout the developed economies. A similar trend is followed in developing countries; however, the acceptance of emerging mobile-based business ventures is still in its infancy. Establishing trust and affirmative word of mouth can contribute to effective placement of mobile commerce. The current study presents a literature review and research model to highlight the impact of social influence and customer attitude towards personalized communications on building trust perceptions and customer recommendations in mobile commerce. Mobile commerce vendors invest in pursuing customers through interactive and integrative marketing communications. Prospect customers develop trust perceptions concerning mobile commerce vendor over these communications. Customers perceived social influence has an important role in technology adoption structure of “Unified Theory of Acceptance and Usage of Technology” (UTAUT) by Venkatesh. This paper presents a hypothesized model based on the theoretical background of integrated marketing and technology adoption theories. The research design and methodology has been articulated to test proposed research model empirically.