Mobile Commerce Research Articles

Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design

Subsistence marketplaces generate over US$4 trillion annual spend and host fifty million B2B subsistence micro-enterprises, globally. These enterprises are increasingly adopting technology-driven service innovations, including app-based mobile financial services, to boost retail supply value chain efficiency. However, fostering users' continued engagement post-adoption in these markets remains challenging. Addressing this issue, in Study 1, we gather insights into theories-in-use held by app-based service providers, subsistence micro-suppliers, and -retailers. This led to a conceptual model grounded on the stimuli-organism-response (S-O-R) framework and SD logic. In Study 2 we empirically test this model through a field study with a dyadic sample of 253 micro-suppliers and micro-retailers. The findings reveal that relationship-building marketing strategies increase engagement, while transaction-focused strategies hinder it. App functionality (vs. aesthetics), likewise, represents a key customer engagement driver. Increased app-based services engagement positively impacts on non-coercive power and relationship satisfaction. These findings offer actionable implications for policymakers and marketers, emphasizing technology's role in fostering financial and digital inclusivity and efficiency in traditionally underserved B2B subsistence marketplaces.

Mixed Method Approach towards Continuous Use of Chatbots in Healthcare Apps: An Integration of Humanizing Experience Theory

The unprecedented adoption of apps has transformed consumer interactions. Chatbots are revolutionizing healthcare apps, but more than their integration is needed to guarantee a seamless user experience. This study advances the technology acceptance model by including anthropomorphic elements that build trust in technology for continuous chatbot use in mobile health apps. It leverages the humanizing experience theory to comprehensively examine the boundary conditions that explain the effects of humanizing digital experiences, such as self-representation and intimacy, on utilitarian and hedonic conversational cues. This research contributes to interactive marketing and mobile commerce by offering insights into user behavior for continued usage of health apps.

Predicting customer intention to adopt mobile commerce in Jordan

BACKGROUND: The progress made in wireless communications has led to a higher adoption of mobile devices among users and has spurred the development of mobile commerce technology. OBJECTIVE: This research examines the factors influencing the intention to adopt mobile commerce in Jordan. These factors include perceived usefulness, perceived ease of use, trust, social influence, personal innovation, and mobility. METHODS: The study relied on Technology Acceptance Model (TAM), incorporating additional variables to suit the Jordanian context. The researchers gathered data from 540 users, and the research hypotheses were evaluated using smartPLS analysis. The study utilized a convenience sample due to the absence of a comprehensive list of names of mobile commerce users. RESULTS: The results reveal that perceived usefulness, trust, social influence, personal innovation, and mobility play a significant role in influencing adoption intentions of mobile commerce. Furthermore, the study finds that mobility significantly affects the perceived usefulness of mobile commerce. In contrast, perceived ease of use does not show a statistically significant relationship on the intention to adopt mobile commerce. CONCLUSIONS: The outcomes of this research provide valuable insights for companies, service developers, and mobile marketers, enabling them to enhance the adoption rate of this service among individuals.

Toward an extended framework of exhaust data for predictive analytics: An empirical approach

SummaryWe investigate applying and extending an exhaust data framework, using an empirical analysis to explore and compare different predictive analytic capabilities of both internal and external exhaust data for estimating sales. We use internal exhaust data that explores the relationship between app usage and web traffic data and estimation of sales and find the ability to predict sales at least 4 days ahead. We also develop predictive models of sales, using external data of Google searches, extending the previous research to include additional macroeconomic Google variables and Wikipedia pageviews, finding that we can predict at least 4 months ahead, suggesting a portfolio of exhaust data be used. We introduce the roles of internal and external exhaust data, direct and indirect exhaust data and transformed exhaust data, into an exhaust data framework. We examine what appear to be different levels of information fineness and predictability from those exhaust data sources. We also note the importance of the types of devices (e.g., mobile) and the types of commerce (e.g., mobile commerce) in creating and finding different types of exhaust. Finally, we apply an existing exhaust data framework to develop macroeconomic data exhaust variables, as the means of capturing inflation and unemployment information, using Google searches.

Determining the role of live streamers in mobile commerce: psychological effect of social presence and risk preference

Determining the role of live streamers in mobile commerce: psychological effect of social presence and risk preference

Does Experience Matter? Unraveling the Drivers of Expert and Non-Expert Mobile Consumers

The surge in mobile shopping faces a challenge as not all potential consumers are comfortable with this mode. Retailers need a deeper understanding of factors influencing user experience to enhance marketing strategies. Despite extensive research, a gap remains in comprehending this aspect. Using a statistical PLS-SEM-ANN approach, this research aims to explore the psychological dimensions of expert and non-expert mobile shoppers for establishing better targeted marketing strategies in m-commerce settings. Analyzing experience levels in mobile commerce (m-commerce), key drivers like enjoyment, usefulness, subjective norms, and trust were scrutinized as interaction settings for consumers using mobile technologies. The findings reveal that, for less experienced m-shoppers, trust is the most significant driver of attitude and satisfaction, while, for experienced users, trust and usefulness are the primary antecedents. This research provides novel insights, aiding mobile marketers in refining targeting strategies based on consumer experience levels, emphasizing the importance of usefulness and trustworthiness for a seamless m-shopping experience.

FinTech solutions for sustainable agricultural value chains: A perspective from smallholder farmers

AbstractSmallholder farmers in developing nations face multifaceted challenges as they strive to secure fair prices for their agricultural products. With a primary focus on bolstering sustainable agricultural value chains (SAVC), this conceptual paper investigates the transformative potential of Financial Technology (FinTech) solutions. The study synthesizes insights from prior research on SAVC, hurdles faced by smallholder farmers, conventional strategies, and the untapped prospects offered by FinTech solutions in the agricultural sector. Utilizing the PRISMA strategy for comprehensive documentation retrieval, the study underscores the significance of creating a robust SAVC to empower smallholder farmers within the broader value chain landscape. It is found that Agri‐FinTech solutions represent a pivotal avenue for advancing living standards and cultivating agricultural sustainability in developing nations. The integration of FinTech solutions for agri‐credit mechanisms and product market facilitation catalyzes enabling pre‐production financing and ensures fair prices for smallholder farmers in the post‐production phase while neutralizing the value chain's exploitation potential. The study advocates for the expeditious adoption of information technology in developing countries, spotlighting the transformative role of Mobile Financial Services (MFS), which fortifies the agriculture sector, ensuring its resilience and responsiveness to the evolving demands of a globalized market. Drawing upon an evaluation of existing literature on FinTech‐enhanced agricultural initiatives in developing nations, the study outlines directions for future research and creates a path for a more nuanced understanding of the strategic enhancements necessary to fortify the SAVC, fostering a sustainable and equitable ecosystem for smallholder farmers.

An Analysis of the Factors Affecting University Students Intention to Use Mobile Commerce: An Extended TPB

An Analysis of the Factors Affecting University Students Intention to Use Mobile Commerce: An Extended TPB

FacetDRS: Multi-faceted Feature Matching for Personalized Product Recommendations in Dynamic E-Commerce

Dynamic Product Recommender systems play a crucial role in e-commerce, guiding users towards products that align with their preferences and enhancing the shopping experience. However, existing systems often struggle to capture the nuances of user preferences, particularly when dealing with multiple features via keyword queries and filters. Additionally, scalability challenges arise as the volume of products grows with features and values. In addition, the static filters of existing recommender systems limit the exploration by strictly adhering to user selections, hindering discovery of potentially better features within the preferred budget or category. This can lead to user dissatisfaction and missed opportunities to discover more desirable options. This research addresses these limitations by introducing FacetDRS, a novel dynamic product recommendation system that leverages flexible feature matching and a scalable architecture. FacetDRS empowers the recommendations with three distinct matching methods to cater to diverse preference nuances. Exact Match ensures precise adherence to user specifications, while High-Impact Partial Match prioritizes core features with flexibility in non-critical aspects. Extended Partial Match suggests relevant options beyond initial preferences, leveraging predefined thresholds. This multi-faceted approach captures the full spectrum of user desires while maintaining accuracy. To evaluate the effectiveness of FacetDRS, a rigorous experimental setup was conducted, comparing its performance across Keyword Match Score, First Selections in Top-K and Average Response Time metrics with established recommender systems such as DeepRec, APGNN, and TADCF. The results demonstrate that FacetDRS achieves superior performance than its counterparts in all comparison aspects. The system's flexible matching methods, combined with its robust architecture, offer a valuable solution for enhancing user satisfaction and driving conversions in the mobile commerce landscape.

Why do people use a mobile wallet? The case of fintech companies in Jordan

Understanding consumer intentions regarding mobile wallet (m-wallet) adoption is paramount in the mobile commerce landscape, particularly in cash-centric economies like Jordan. Despite efforts to shift toward digital payments, cash transactions remain prevalent, highlighting the need to explore m-wallet service adoption dynamics in Jordan.This study aims to identify the factors influencing Jordanian consumers’ adoption of m-wallet services, focusing on the motivations and barriers. Utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT2) as a theoretical foundation, the research integrates various models to assess technology acceptance. A questionnaire distributed among m-wallet users from fintech companies in Jordan garnered 421 responses, analyzed using the Smart PLS 3 software.The findings indicate a positive impact of all variables on the propensity for m-wallet adoption in Jordan. Notably, perceived usefulness, ease of use, and facilitating conditions significantly influenced user decisions, evidenced by R-square values of 0.78%, 0.758% and 0.684%, respectively. Meanwhile, perceived value, security, privacy, and social influence had a moderate effect. The attractiveness of alternatives and attitudes towards m-wallet usage showed lesser impact, with R-square values at 26.7% and 22.8%, respectively, illustrating varied influences on adoption rates in determining consumer adoption of m-wallet services in Jordan.This paper enhances research on mobile commerce in developing economies, focusing on Jordan. It explores the adoption of m-wallet services by fintech users, presenting a detailed model. The study provides valuable insights for advancing digital payment systems in this region.

Implementation on Location-Based Services Using Geofencing

Geo-fencing (geofencing) is an innovative technology that utilizes the Global Positioning System (GPS) to create virtual boundaries, enabling various applications such as electronic toll collection, contextual advertising, and tourist information systems. This system aims to explore the effectiveness of spatial data in enhancing advertising performance. By leveraging tracking systems and monitoring based on satellite navigation services, including the geofencing function, businesses can accurately pinpoint their locations, boost sales, and improve overall efficiency. Geofencing facilitates remote monitoring of defined geographic areas through virtual fences, allowing for automatic detections when tracked mobile objects enter or exit these areas. This paper introduces the fundamental concepts of geofencing and explores its applications in the transportation and logistics sector. Key Words: Geofence boundaries, Shopping app, User preferences, Geofence triggers, GPS technology, User notifications, Marketing strategy, Mobile commerce, Location-aware technology, Mobile user engagement, Retail industry.

Assess the Impact of Hedonic Motivation, Social Influence, Gamification, And Education Level on Behavioral Intention to Adopt Mobile Shopping in Jakarta, Indonesia

Purpose: This study aims to assess the impact of hedonic motivation, social influence, gamification, and education level in the adoption of mobile shopping in Jakarta, Indonesia. Theoretical Framework: This study is based on the Social Cognitive Theory. This Theory is that human behavior originates from personal interactions (e.g., values, self-efficacy, outcome expectations), environment (e.g., other people's behavior, feedback), and behavioral factors (e.g., previous behavior), which are causal reciprocals triadic. Method: This research is quantitative and descriptive, with survey data collection. The research population consisted of undergraduate and graduate students using the Shopee application, a company engaged in mobile commerce. The sample consisted of consumers who agreed to participate in the survey, totaling 290 respondents. The research consisted of 5 variables: hedonic motivation, social influence, gamification, education level, and behavioral intention. Results and conclusion: The results indicate that hedonic motivation, social influence, gamification, and education level have a positive effect on behavioral intention to adopt mobile shopping. Research Implications: This study has practical implications for mobile shopping adoption. This is because this study emphasizes that the involvement of undergraduate and graduate students produces behavioral intentions in adopting mobile shopping. Consumers view hedonic motivation, social influence, gamification, and education level as essential in behavioral intentions to realize mobile shopping adoption. Originality/value: This research brings novelty by focusing on the education level in mobile shopping adoption. This also shows that developing hedonic motivation and social influence impacts engaging consumers and can strengthen their behavioral intentions, especially when combined with gamification.

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.

Messenger Marketing Platforms and Performance of Tour Operating Companies in Kenya

Messenger marketing is part of global digital trend that acts as a new avenue for tour firms to adopt based on convenience in interaction, ability to reach more audiences and collaboration with customers. The study aimed to examine the effect of messenger marketing on performance of tour operating companies in Kenya. The study was anchored on diffusion innovation theory. Cross-sectional and correlational research design were utilized. The study applied census approach to a target population of 212 general managers of tour operating companies. Online and physical questionnaires were used to collect primary data. The supervisors and experts were used to examine validity of the instrument while Cronbach Alpha was adopted to test reliability was 0.783 which was above a threshold of 0.7, hence reliable. Descriptive statistics consisting of mean and standard deviations were used to summarize data while simple linear regression was used to test significance at 5%. The results revealed that messenger marketing platform was practiced by the tour operating companies through using mobile services platform for sending messages, chatting and soliciting sales. It also assisted in obtaining customer feedback, blogging and chatting with customers. However, the Chatbots were hardly used by firms which adopted artificial intelligence in communicating, sending random messages and could be integrated to existing online platforms. The results indicated that messenger marketing had positive significant effect on the performance of tour operating companies (β1=0.428, P = 0.000<0.05). The study concludes that messenger marketing platform marketing significantly influenced performance of tour operating companies. The study recommends tour operating companies should apply Chatbots, mobile service, mobile commerce and conversation commerce to enhance customer relationship and improve performance

The Moderating Role of Flow Experience on Mobile Commerce Continuance Intention: The Integrative View of User Adaptation, Expectation-Confirmation, and Task-Technology Models

This study examines mobile commerce continuance intention based on integrating expectation-confirmation and task-technology models and incorporating flow experience and user adaptation perspectives in an emerging context of Vietnam. The dataset ( n = 519) of face-to-face responses from mobile commerce consumers utilizing convenience and snowball sampling techniques was examined employing the partial least squares structural equation modeling SmartPLS4.0. The findings confirm that confirmation, perceived usefulness, and satisfaction are all positively related to continuance intention. Additionally, the findings show that while task-technology fit affects perceived usefulness and user adaptation, it does not directly predict satisfaction. Furthermore, the study indicates that flow and task-technology fit impact continuance intention. Remarkably, this study is the first to unveil the significant moderating effect of flow on the relationship between adaptation and continuation intention. The study offers insightful implications for firms to retain customers effectively by boosting the factors forming continuance intention.

Electronic Financial Services Market in RK: Problems and Prospects of Development

Main problem: At the present stage of life, Innovations in the financial sector contribute to the optimization of financial intermediation and, in turn, stimulate economic growth. Financial innovations increase the efficiency of the allocation of savings capital to investment capital, as well as increase liquidity in the markets. As the digital economy has developed, the functionality of traditional large financial institutions has been partially replaced by financial technologies (FinTech). FinTech involves the convergence of traditional financial services with mobile services, social media services, big data aggregation and processing, and cloud technologies.\ Purpose of this article is to identify the main directions of the electronic financial services market in the Republic of Kazakhstan, identify the main problems and prospects for the development of the financial sector of the economy. Methods: The work used general scientific methods of comparative system, vertical and horizontal analysis, structural and functional method, analytical techniques, economic and statistical research methods. The results and their significance: the authors identified the main directions of digitalization of the financial sector of the modern economy, noted the role of FinTech companies and services in both theoretical and practical terms, and provided relevant approaches to the definition of this concept in the economic literature. The main reasons and factors for the development of this direction of digitalization of the financial sector are substantiated, including the concept of financial accessibility, the advantages and disadvantages of FinTech, various approaches to their classification, country and regional characteristics, and an analysis of development trends. The crowdfunding direction of FinTech is noted, approaches to its definition and classification are given, the advantages of the crowdfunding mechanism are revealed, and its role in the modern economy is analyzed. The trend of algorithmic trading development as the most important direction of digitalization of the financial sector is investigated. A detailed analysis of mobile financial services as one of the fastest-growing areas of FinTech is carried out, approaches to their classification are given, factors stimulating the growth of mobile payments, country and regional characteristics are substantiated. The main directions of digitalization of the insurance sector are analyzed, reasonable conclusions about the advantages of InsurTech are made. Keywords: digitalization of the financial sector, FinTech, financial accessibility, crowdfunding, algorithmic trading, mobile financial services, mobile money, InsurTech.

Enhancing the public value of mobile fintech services through cybersecurity awareness antecedents: A novel framework in Jordan

The study aimed to link cybersecurity awareness and its antecedents to discover the level of public value of using mobile financial services from the perspective of ‘citizens in the government context in Jordan. The quantitative approach was customized to serve the purposes of this study. A convenience sampling method was used based on 550 e-survey Jordanians from whom data were collected. A total of 449 responses were used in the analysis process. A structural equation model was specified to evaluate the developed research model. The results revealed that all hypotheses are accepted at less than P<0.001, cybersecurity awareness and predictions of financial services systems play a significant role in determining the use of financial services systems and generating the value of using financial services. Moreover, combining cybersecurity awareness with public value theory is an important approach to measure the performance of government institutions, especially in the financial services industry. Therefore, these results can be used to develop financial services and meet Jordanians’ requirements. Therefore, providing well-understood dimensions that influence the value of microfinance service use among Jordanians is a necessary process that probably ensures long-term sustainability of microfinance services. Finally, future efforts can explore the benefits and challenges of adopting digital transformation technologies in the public sector and financial services. Furthermore, the term government resilience is likely provided new insights to enhance public administration performance based on technology trends. Digital transformation, integrating government flexibility with the existing research model may influence the overall value of Mobile Fintech Services in Jordan.

Does Brand Image Matters in Developing Long-Term Relationship in Mobile Financial Service Industry?

In the current highly competitive mobile financial service market, all organizations must establish long-term relationships with their clients and achieve the highest level of loyalty. Despite many studies, maintaining long-term relationships remains a formidable challenge. This study investigates how brand image moderates the association between relationship quality and brand loyalty. A theoretical framework was established, and structural equation modeling was utilized to examine the relationships. Data was collected from 257 respondents from 6 upazilas using systematic random sampling. The data was analyzed using SmartPLS-based structural equation modeling. The findings indicated a notable connection among trust, commitment, and brand loyalty. The results indicated that brand image moderates the impact of satisfaction and communication on brand loyalty. Lastly, brand image has a positive but insignificant moderating impact on security to brand loyalty association. These outcomes have both theoretical and practical consequences.

Fintech-Based Financial Inclusion in Bangladesh

Financial inclusion, especially the adoption of fintech, has emerged as a crucial avenue for removing the financial access divides in developing countries, including Bangladesh. Following the comprehensive analysis, this article intends to outline Bangladesh's recent experiences with fintech-based financial inclusion, identify the short-comings and hence make policy suggestions. Being a descriptive research, cross-sectional and observational research approaches are applied for the explanatory analysis of secondary data. Results suggest an urban-rural gap in the implementation of digital financial services, with urban areas consistently having higher rates of fully online branches and a greater number of financial machines. Despite this, the sharp rise in the issuance of active cards is a positive sign suggesting an expansion of consumer base and an adoption of electronic modes of payment. Moreover, inter-bank electronic fund transfers and online banking have experienced increasing uptake, revealing a progressing trend towards digital transactions within the banking industry. Additionally, the study identifies a speedy growth in the number of mobile financial services accounts in both urban and rural areas. This study adds to the exchange of ideas regarding financial inclusion by carrying out a detailed study of Bangladesh's digital financial transformation, exemplifying the accomplishments, obstacles, and future research directions. It highlights the need for targeted policies and ongoing research efforts to build inclusive financial systems to serve the entire society’s interest. Nevertheless, the observations will have both theoretical and practical significance, contributing towards building capability in harnessing technology for sustainability, community uplifting, and shaping a brighter future.

Factors Affecting the Intention to Use Mobile Commerce in Malaysia: An Integration of TAM and IS Success Model

Factors Affecting the Intention to Use Mobile Commerce in Malaysia: An Integration of TAM and IS Success Model