Mobile Commerce Adoption Research Articles

Using an extended technology acceptance model to understand the behavioral adoption intention of mobile commerce among Chinese consumers

The ubiquitous nature of mobile handsets is enhancing consumers’ shopping experience and thus encouraging extensive m-commerce adoption. The personality traits of the users of m-commerce vary and thus understanding the perspective of people to utilize mobile commerce systems is vital. This study thus examined the factors that drive Chinese consumers to adopt m-commerce. The Technology Acceptance Model (TAM) was utilized as the theoretical foundation while the analysis was completed with AMOS using structural equation model techniques. The results have demonstrated that perceived usefulness and perceived ease of use influence m-commerce adoption intentions. Also, service quality along with security, and privacy, were found to significantly drive mobile commerce adoption intentions. Perceived risk showed a significant but negative impact on adoption intentions of m-commerce. Familiarity showed a significant positive three-dimensional impact on PU, PEOU, and m-commerce adoption intentions. The theoretical and managerial repercussions of these results on m-commerce development and diffusion are discussed.

Digital Transformation in Retail: Strategies for Brick-and-Mortar Stores

Digital transformation has become imperative for brick-and-mortar retail stores facing the challenge of adapting to evolving consumer behaviors and competitive pressures in the digital age. This paper explores strategies and best practices for leveraging digital technologies to enhance customer experience, optimize operations, and drive growth in traditional retail environments. The rapid adoption of online shopping, mobile commerce, and digital platforms has reshaped consumer expectations and shopping habits. Brick-and-mortar retailers must embrace digital transformation initiatives to remain relevant and competitive in a dynamic retail landscape. This study examines successful case studies and empirical research to identify effective strategies for integrating digital technologies into retail operations.

SEM-neural network analysis for mobile commerce adoption in Vietnamese small and medium-sized enterprises

PurposeUnderstanding the adoption of m-commerce in small and medium-sized enterprises (SMEs) is critical for their sustainable development. This study aims to investigate the adoption of m-commerce in Vietnamese SMEs, leading to the identification of the critical determinants and their relative importance for m-commerce adoption.Design/methodology/approachAn integrated model is developed by combining the diffusion of innovation theory and the technology–organization–environment framework. Such a model is then tested and validated using structural equation modeling and artificial neural networks in analyzing the survey data.FindingsThe study indicates that perceived security is the most critical determinant for m-commerce adoption. It further shows that customer pressure, perceived compatibility, organizational innovativeness, perceived benefits, managers’ IT knowledge, government support and organizational readiness all play a critical role in the adoption of m-commerce in Vietnamese SMEs.Practical implicationsThe findings of this study can lead to the formulation of better strategies and policies for promoting the adoption of m-commerce in Vietnamese SMEs. Such findings are also of practical significance for the diffusion of m-commerce in SMEs in other developing countries.Originality/valueTo the best of the authors’ knowledge, this is the first attempt to explore the adoption of m-commerce in Vietnamese SMEs using a hybrid approach. The application of this approach can lead to better understanding of the relative importance of the critical determinants for the adoption of m-commerce in Vietnamese SMEs.

Exploring M-Commerce in Odisha: A Multigenerational Analysis of Acceptance

Exploring M-Commerce in Odisha: A Multigenerational Analysis of Acceptance conducts an in-depth examination of mobile commerce (M-Commerce) adoption in the culturally diverse state of Odisha, India. This research paper delves into the multifaceted landscape of M-Commerce adoption, with a specific focus on understanding how various demographic factors shape individuals' perceptions and preferences. Through a comprehensive investigation, the study aims to uncover gender-based differences, age-related variances, educational qualification-related disparities, occupational-based variations, income-related differences, and regional disparities in factors influencing M-Commerce. The hypotheses put forth explore the absence of significant differences in mean ranks among different demographic categories, providing a rigorous examination of the nuanced dynamics that influence the acceptance and utilization of M-Commerce services. This research contributes valuable insights to both academia and industry, paving the way for targeted strategies to enhance M-Commerce adoption across diverse demographic groups. The practical implications of this research extend to businesses, policymakers, and technology developers operating in the Odisha region. Understanding the multigenerational dynamics of M-Commerce acceptance is imperative for tailoring strategies that resonate with the diverse consumer base in Odisha.

Analysis of factor Leading to Mobile Commerce Adoption in Semarang City

Mobile phones were originally wireless devices for one-on-one voice communication. Mobile commerce has changed the purpose and capabilities of mobile devices. This study aims to examine the factors that enable the adoption of m-commerce in Semarang. The theories used in this research are UTAUT and SERVQUAL as well as the constructs of trust and security. A quantitative approach method based on SEM-PLS was applied. Respondents were drawn from m-commerce users across different platforms in Semarang, Indonesia, through an online questionnaire. The findings of this study found positive and significant evidence of an integrated model with consumers' behavioral intention in utilizing m-commerce. This means that researchers and practitioners can gain a more comprehensive understanding of how consumers respond to m-commerce and what influences their intention to use it. The combination of UTAUT and service quality measured by SERVQUAL can provide valuable insights into optimising consumer experience in m-commerce and increasing the adoption rate of the platform.

Influence of Performance Expectancy and Government Support on Mobile Commerce Adoption among SMEs in Malaysia

In developing nations like Malaysia, where there is a huge potential market for online businesses, the adoption of mobile commerce, or m-commerce, is still in its infancy. If Malaysia fails to seize the potential presented by the adoption of m-commerce, it would be more susceptible to economic upheavals. Therefore, it is crucial to carry out research on the variables influencing the adoption of m-commerce in Malaysia. This article aims to investigate the relationship between government support for m-commerce adoption among Small and Medium Enterprises (SMEs) in the service industry and performance expectancy. This study used a quantitative methodology, and 396 SMEs in Kuala Lumpur and Selangor that had previously used m-commerce provided primary data via a self-administered questionnaire. PLS-SEM was used to evaluate the data, and the results showed that the suggested model, which is regarded as strong, explained 58.4% of the variation in the dependent variable. The outcome demonstrates that government support and performance expectations have a major positive impact on SMEs\' adoption of mobile commerce. The results of this study can help other scholars understand how SMEs in Malaysia are adopting m-commerce.

Influence of UTAUT, perceived compatibility, and perceived credibility on m-commerce adoption

The adoption of mobile commerce (m-commerce) transaction is still not equal to an extremely potential market for online business in developing countries such as Malaysia. This research aims to examine the adoption of m-commerce transaction by SMEs in the service sector by extending the unified theory of acceptance and use of technology (UTAUT). Additional variables of perceived compatibility and perceived credibility were added to the traditional UTAUT which originally consisted of performance expectancy, effort expectancy, social influence, and facilitating conditions. Therefore, the purpose of this study is to examine the relationship between performance expectancy, effort expectancy, social influence, facilitating conditions, perceived compatibility and perceived credibility toward m-commerce adoption. This study implemented a quantitative approach and the data was collected from 245 SMEs who had previously used m-commerce. The result shows that performance expectancy, perceived compatibility, and perceived credibility have a significant influence on SMEs' mobile adoption, whereas effort expectancy, social influence, and facilitating conditions don't have a significant influence on SMEs' m-commerce adoption. In fact, SME owners believe that using electronic money in their business operations will improve their performance. IT professionals could intensify efforts to deploy m-commerce technology in the business organization to enhance productivity performance improvement of m-commerce transaction adoption. In fact, companies would benefit by making m-commerce transaction systems more helpful, secure, and compatible to use. By recognizing the factors that influence the adoption of m-commerce could help in addressing the challenges and barriers they present. Therefore, this research confirms the need to extend the traditional UTAUT in terms of m-commerce adoption.

Two Decades of M-Commerce Consumer Research: A Bibliometric Analysis Using R Biblioshiny

The aim of this study is to consolidate the state of mobile commerce consumer research from 2001 to 2022. Based on a systematic literature review employing a bibliometric technique, this study not only reports the significant contributions of authors and their affiliations but also discusses the evolution of m-commerce research over the last two decades. Examination of annual production trends revealed that publications were on the rise all along; the year 2022 clocked the highest number of publications (53 documents), which further reinforces that the research on this domain is in its blooming season. China is the most contributing country in terms of the number of publications and citations received, followed by the USA. The author Keng-Boon Ooi has been the most productive researcher; his studies continue to be the foundation on which m-commerce consumer research continues to thrive. The analysis of scientific mapping revealed that, although many studies were carried out on mobile commerce adoption intention, the focus of the researchers lately shifted towards studying continuous use intention (since 2018). Further, it was observed that the base theory, the Technology Acceptance Model, which has been widely used for determining antecedents of technology adoption intention, is losing its significance and is being overtly replaced by the Unified Theory of Acceptance and Use of Technology. While the topics “trust, loyalty, satisfaction, mobile banking, UTAUT, continuance intention, perceived enjoyment, and COVID-19” were identified as mother (engine) themes, the keywords “privacy, self-efficacy, social influence, TAM, attitude, and intention to use” became diminishing themes. The following topics have been identified as emerging themes: “Mobile social commerce, Mobile payment, Mobile marketing, Omnichannel, Fintech, and Live streaming commerce”. This study provides useful insights to potential researchers.

An Assessment of M-Commerce Adoption Amongst Women Fish Vendors in Coastal India Using System Dynamics Approach

The digital revolution in India has played a significant role transforming traditional organizations through adoption of mobile commerce (m-commerce) and transforming the way they do business. For the successful implementation of m-commerce, a thorough understanding of the stakeholder perspectives is always important. Hence, to summarize the issues and perspectives of the women fish vendors (WFVs) and to study the effect of crucial parameters on the implementation success of m-commerce a system dynamics (SD) approach was used. SD methodology is used to develop a simulation model to understand the m-commerce adoption rate amongst WFVs considering multiple scenarios. The research findings reveal that, word of mouth (WOM) and user experience plays a major role towards the adoption of m-commerce. However, the WFVs were sceptical about the capabilities of m-commerce and weren’t well equipped with infrastructure. This approach will enable the academicians and social entrepreneurs to formulate strategies to empower WFVs by using technology. Also, it opens a new area of simulation-based policy modelling in the fisheries retail sector.

Drivers of mobile commerce adoption intention by Saudi SMEs during the COVID-19 pandemic

Grounded in the technology-organization-environment framework, this paper investigates critical drivers of mobile commerce (m-commerce) adoption intention by SMEs in Saudi Arabia, a developing country in transition, during the COVID-19 pandemic. A quantitative approach was adopted in this study for data collection and analysis. A proposed research model was tested and validated using PLS-SEM on data collected using a structured questionnaire from a sample of 171 Saudi SMEs located in the capital city of Riyadh. The findings reveal that top management support, environmental uncertainty and perceived benefits are the critical drivers of m-commerce adoption intention. However, perceived costs do not influence firms’ intentions to adopt m-commerce. This study contributes to a better understanding of m-commerce adoption intention in developing countries, particularly in Saudi Arabia. Both theoretical and practical implications of interest can be derived from this study.

Exploring Factors Affecting the Mobile Commerce Adoption Among University Students in Malaysia

Objective – The purpose of this study is to present a conceptual framework for implementing mobile commerce utilising the TAM model and the application of Individual-Collectivism at the Individual Level (ICAIL) as a moderating variable in the context of mobile commerce in Malaysia. Methodology – The data for this study were collected from 550 randomly selected students from four Malaysian institutions using a self-administered questionnaire. Findings – The study found that images significantly correlate with the perceived usefulness variable. In contrast, the relationships between subjective norm, output quality, and outcome demonstrability are not significant, and anxiety has a weak relationship with perceived ease of use, playfulness, perception of external control, and self-efficacy indicates significant relationships. Novelty – Subjective norm is related to the image in a substantial way, whereas perceived utility does not affect behaviour. Furthermore, no significant link was found between the moderating variable, ICAIL, and perceived utility, perceived ease of use, subjective norm, or behavioural intention. This study investigated mobile commerce and the use of the ICAIL, which provides information progress for mobile commerce enterprises, service providers, financial institutions, and governments. Type of Paper: Empirical JEL Classification: F1, F10, F19. Keywords: M-commerce; Technology Acceptance Model; Individual-Collectivism at Individual level; Perceived Ease of Use; Perceived Usefulness Reference to this paper should be made as follows: Rahman, N.L.A; Azizan, F.L; Hassan, S; Ibrahim, D. (2022). Exploring Factors Affecting the Mobile Commerce Adoption Among University Students in Malaysia, J. Bus. Econ. Review, 7(3), 160–168. https://doi.org/10.35609/jber.2022.7.3(1)

Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review

Intense competition in the online retailing arena is transforming retailing systems to include mobile commerce resulting in increasing challenges to retailers since adoption is voluntary and changing consumer expectations shaped by circumstances, norms, and the need for new technology adaptations. As consumer behaviour is easily affected by the increasing social interactions through social networking media, the human and social factors that technology adoption theories lacks were commonly added into the studies to improve predictive capabilities. Therefore, this study investigates the social dimension’s effects on technology adoption by adopting the institutional theory concept i.e., isomorphism, and conducting a systematic literature review exercise basing on the PRISMA framework. Articles review found organisation adoption studies commonly adapted institutional theory, but scarcity on consumer technology adoption. Isomorphic forces (i.e., coercive pressures, mimetic pressures, normative pressures) would significantly affect technological adoption and apply to both organisational and consumer adoption because individual behaviour detects successful adoption. By understanding market isomorphic forces, retailers could use the facts to formulate marketing strategies. The systematic literature review also showed variation in technology adoption because of cultural differences, norms, demographics, etc. Market isomorphism inclusion in consumer adoption studies is scarce. Recommendation for inclusion is encouraged for further investigation into its discriminant validity and definitions.

Extending the Frontiers of Electronic Commerce Knowledge through Cybersecurity

As technology becomes more sophisticated so do cyber-attacks. The resilience of electronic commerce organisations represents a critical point nowadays because it influences consumer and digital business behaviour. In this context, the cybersecurity and electronic commerce knowledge were reviewed as a unit. The main aim of this paper is to support researchers and managers in understanding the theoretical framework and to provide a knowledge-based model. To achieve this aim, the authors performed an analysis of 14,585 papers from the Web of Science Core Collection that generated two visualized networks, analyzed with the metrics mean silhouette, modularity, betweenness centrality, and citation bursts in the context of digital resilience. The mapping process results show that the human factor represents the central junction with the fear of cyber-attacks and the perception of online shopping as risky. The adoption of electronic commerce and mobile commerce are two challenging research lines in the global economic resilience. Their adoption enabled by big data, artificial intelligence, machine learning, and even blockchain technology can strengthen resilience even when cybersecurity education is needed.

Determinants of Mobile Commerce Adoption: A Study of University Students in Malaysia

Nowadays, mobile devices are important devices especially in business sectors and has led to the development of mobile commerce to engage in online transactions (Zheng, Men, Yang, & Gong, 2019). Mobile commerce has unique features compared to the e-commerce such as ubiquity, interactivity, localization services, and usage patterns (Wang, Ou, & Chen, 2019) In addition, M-commerce has important implications for service providers to construct effective services through key factors of m-commerce adoption in order to satisfy customers (Hsu & Yeh, 2018). According to Khalifa and Shen (2008), m-commerce covers a large number of services, including mobile financial services (m-banking, m-payment, and m-brokering), mobile shopping (m-retailing, m-ticketing, and m-auctions) and mobile entertainment (m-gaming, m-music, m-video, and m-betting). In Malaysia, m-commerce is still at the early stage and there is a limited number of studies on m-commerce in Malaysia (Krishna et al., 2017). Nevertheless, limited studies have scrutinized the relationship between university students and m-commerce applications, particularly in the aspect of transaction purposes. Keywords: M-commerce; Technology Acceptance Model; Individual-Collectivism at Individual level; Perceived Ease of Use; Perceived Usefulness

Analysis of Factors Affecting Intent to Use Mobile Commerce Services in India

India seems to lead the shift from e-commerce to mobile commerce adoption. Apps and mobile websites are offered in various areas of health, travel, shopping, ticketing, and lifestyle, promising enormous opportunities for consumers and businesses. This study identifies the critical factors affecting m-commerce transaction decisions and explaining their relevance. The significant moderating effect of demographics and types of mobile commerce services namely: banking, ticket booking and shopping services are analyzed on users’ behavioral intention in a single framework. The data collection done through questionnaire required the respondents to describe their behavior during their most recent online transactions, in terms of UTAUT model dimensions in three specific areas m-banking, m-ticketing, and m-shopping. Structured equational modeling was employed to analyze the causal association between variables. The research implications will help in understanding the factors affecting the acceptance levels of various m-commerce services by the consumers in India.

The moderating role of social distancing in mobile commerce adoption.

The Covid-19 pandemic has pressured marketers and consumers adapt their purchasing habits. Known literature on mobile commerce (MC) highlights its advantage on convenience, which now is accompanied by health safety. Although MC has been outgrowing other online sectors, the early stages of the pandemic provided a new scenario. We study the relationship between consumer’s attitudes about Covid-19 public health restrictions and the behavioral intention for MC adoption. Previous research on technology acceptance of online and mobile shopping have focused on aspects like safety and behavioral intention as key factors. Thus, we examine how attitude towards social distancing practices during the pandemic has affected consumers intentions to adopt of mobile commerce. We aim to study the degree on which this attitude affects previous intentions on purchasing or subscribing to services via mobile devices. For this, we present a Theory of Planned Behavior (TPB) model of consumer MC adoption using social distance as a moderator. An empirical analysis using a survey of attitude and beliefs over mobile commerce and social distancing is presented, confirming the factors underlying using structural equation modeling. Results show that the attitudes toward social distancing are a significant moderator of purchasing through mobile devices; indicating that an individual’s adherence to recommended practices during the pandemic does positively influence the adoption. MC is known for being a potential advantage to facilitate customer experience. According to our results, we believe marketers should reconsider or further develop MC infrastructure, highlighting its convenience and health safety role.

Adoption of Mobile Commerce and Mobile Payments in Ghana: An Examination of Factors Influencing Public Servants

Aim/Purpose: Mobile commerce adoption is low in developing countries; hence, public servants may not consider mobile commerce and mobile payments. Understanding the factors that influence mobile commerce and mobile payments in their context will aid in promoting those services. Background: The study investigates the factors that influence public servants’ mobile commerce and mobile payments in Ghana. Hence, it provides some understanding of the various aspects of mobile commerce and mobile payments adoption, such as acceptance, use, and eventual adoption into the user’s daily life, and how that affects their behaviour. Methodology: The research was conducted by surveying the factors influencing public servants’ adoption of mobile commerce and payments in Ghana. A cross-sectional survey was undertaken to put the research model to the test to measure the constructs and their relationships. Contribution: The study confirmed previous findings and created a new conceptual model for mobile commerce and mobile payment adoption and usage in the Ghanaian context. Findings: The variables of performance expectancy, trust, and facilitating conditions have a significant positive influence on behavioural intention. The factors of effort expectation and social influence have a significant negative impact. Price value and perceived reliability are latent variables that do not affect behavioural intention. Behavioural intention and facilitating conditions significantly influence the actual use behaviour of mobile commerce and mobile payment users. Recommendations for Practitioners: Mobile commerce is emerging as a new mode of transactions, with firms providing enabling platforms for users. Mobile commerce could become the most acceptable application for the next generation of mobile platform applications. This study offers insights into the fluidity of the mobile environment, with implications that spell out what will be effective mobile commerce services that will continue to be relevant. Mobile applications are attractive to people because they provide a better user experience. These mobile applications have been optimised to provide a fast, easy and delightful experience. Mobile commerce and mobile payment service providers can attract and retain more users if attention is paid to performance expectancy, trust, and facilitating conditions since they influence individuals’ decisions to adopt. Mobile technology is almost ubiquitous, influencing both online sales and in-store sales. With the right mobile commerce platform and features, businesses can expect to increase in-store and online sales, catering to a more extensive clientele. Mobile devices are the primary means that most customers use to look up information about products they see in stores, such as product reviews and pricing options. This study indicates that mobile commerce service providers can achieve a more extensive customer base by promoting performance expectancy, trust, and behavioural intentions. Recommendation for Researchers: Despite the numerous studies in the mobile commerce literature, few have used integrated models of perceived reliability, trust, and price value or methods to evaluate these factors in the emerging mobile commerce industry. Also, it combines mobile commerce and mobile payments, which very few that we know of have done. Impact on Society: Ghana is already in a cash-lite economy. Thus, the study is appropriate with the result of trust being a significant factor. It implies that people will begin using mobile commerce and mobile payments with a bit of drive to bring about this drive quickly. Future Research: Future research could further test the adapted model with moderating factors of age, gender, and education to delve deeper into the complexities of mobile commerce and mobile payments.

Adoption of Mobile Commerce Services Among Artisans in Developing Countries

Aim/Purpose: This paper aims to analyze how artisans in Ghana are incorporating mobile commerce into their everyday business and how perceived usefulness, perceived ease of use, subjective norms, age, gender, expertise, and educational level affected the adoption and usage of m-commerce. Background: This study integrates well-established theoretical models to create a new conceptual model that ensures a comprehensive mobile commerce adoption survey. Methodology: A cross-sectional survey was conducted to measure the constructs and their relations to test the research model. Contribution: The study’s findings confirmed previous results and produced a new conceptual model for mobile commerce adoption and usage. Findings: Except for gender, perceived ease of use, and subjective norms that did not have specific effects on mobile commerce adoption, age, educational level, perceived usefulness, expertise, attitude, and behavioral intention showed significant effects. Recommendations for Practitioners: First of all, mobile commerce service providers should strategically pay critical attention to customer-centered factors that positively affect the adoption of mobile commerce innovations than focusing exclusively on technology-related issues. Mobile service providers can attract more users if they carefully consider promoting elements like perceived usefulness and perceived ease of use which directly or indirectly affect the individuals’ decision to adopt information technology from consumer perspectives. Second, mobile commerce service providers should strategically focus more on younger individuals since, per the research findings, they are more likely to adopt mobile commerce innovations than the older folks in Ghana. Third, service providers should also devise strategies to retain actual users of m-commerce by promoting elements like behavioral intentions and attitude, which according to the research findings, have a higher predictive power on actual usage of m-commerce. Recommendation for Researchers: The conceptual model developed can be employed by researchers worldwide to analyze technology acceptance research. Impact on Society: The study’s findings suggested that mobile commerce adoption could promote a cashless society that is convenient for making buying things quicker and easier. Future Research: The research sample size could be increased, and also the study could all sixteen regions in Ghana or any other country for a broader representation.

Impact of Mobile Application Compatibility, Online Shopping and Payment on the User Satisfaction in Pakistan Context: Mediating role of Social Networking Site Adoption

This study aims to examine the adoption of mobile commerce in Pakistan by specifically considering the impact of mobile application compatibility, online shopping and online payment on its user satisfaction. This study is also an informative source to critically examine the mediating role of social media networking site adoption within these variables' relationship by covering the previous studies' gaps. To fulfill this aim, an online survey-based quantitative research design approach was used with a sample size of 427 (M = 237, F = 190) and a simple random sampling strategy was adopted. The sample consisted of people who actively used social media sites and mobile apps for online shopping. After collecting their reliable outcomes, the SPSS and smart PLS software utilized in analysis the reliable outcomes of which depicted that there is a significant impact of mobile application compatibility, online shopping and online payment on the user satisfaction for adopting mobile commerce under the mediating role of Social Networking Sites (SNS) adoption in Pakistan context. The study at hand is an authentic and reliable source of information because of its managerial and theoretical implications in the field of m-commerce. In addition to this, there is also an opportunity in front of upcoming scholars to cover its methodological and contextual gap in their future studies.

What motivates Jordanians to adopt mobile commerce? An empirical study of the most relevant factors

This study aims to empirically investigate the most influential factors that affect the adoption of Mobile commerce (m-commerce). in Jordan. The factors explored in this study are: Perceived Risk (PR), Perceived enjoyment (PE), perceived ease of use (PEOU), relative advantage (RA), and social Influence (SI). A conceptual framework was proposed to show relationships between variables. Data was collected using surveys collected from 358 participants. Hypotheses were tested using a Structural Equation Modeling [SEM] and the results showed that all independent variables being investigated had significant effects on users' intention to adopt mobile commerce in Jordan. Based on the research findings, several recommendations and implications were reported for academics and companies. Suggestions for future research were also provided.