Perceived values and motivations influencing m-commerce use: A nine-country comparative study

被引:65
作者
Ashraf, Abdul R. [1 ]
Tek, Narongsak Thongpapanl [1 ,2 ]
Anwar, Ali [3 ]
Lapa, Luciano [4 ]
Venkatesh, Viswanath [5 ]
机构
[1] Brock Univ, Goodman Sch Business, St Catharines, ON, Canada
[2] Chiang Mai Univ, Res Adm Ctr RAC, Chiang Mai, Thailand
[3] Wilfrid Laurier Univ, Lazaridis Sch Business & Econ, Waterloo, ON, Canada
[4] Indiana Univ, Kelley Sch Business, Bloomington, IN 47405 USA
[5] Virginia Tech, Pamplin Coll Business, Blacksburg, VA 24061 USA
关键词
Perceived value; Hedonic versus utilitarian motivation; Habit; Mobile commerce; Stimulus-organism-response paradigm; TECHNOLOGY ACCEPTANCE MODEL; INFORMATION-TECHNOLOGY; MOBILE COMMERCE; UNIFIED THEORY; COMMUNICATION TECHNOLOGY; INTRINSIC MOTIVATION; SHOPPING MOTIVATIONS; EXTENDING UTAUT2; CUSTOMER LOYALTY; MODERATING ROLE;
D O I
10.1016/j.ijinfomgt.2021.102318
中图分类号
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号
1205 ; 120501 ;
摘要
Mobile-> commerce (m-commerce) has become increasingly important for organizations attempting to grow revenue by expanding into international markets. However, for multinational mobile retailers (m-retailers), one of the greatest challenges lies in carefully managing their websites across multiple national markets. This work advances cross-national research on m-retailing by (1) examining how value dimensions shape m-shoppers' motivations, (2) analyzing differential effects of hedonic and utilitarian motivations on intention and habit, and (3) examining the competing roles of conscious (intentional) and unconscious (habitual) m-commerce use drivers across developed and developing countries. This research also examines the moderating role of m-commerce readiness at the country level on the effect of motivation on intention and habit, along with their impact on mcommerce use. Based on data from 1,975 m-shoppers in nine countries (Australia, Bangladesh, Brazil, India, Pakistan, Singapore, the United Kingdom, the United States, and Vietnam) across four continents, the results demonstrate differential relationships: consumers at an advanced (early) readiness stage are more likely to be hedonism-motivated (utility-motivated) when using m-commerce and tend to use it intentionally/consciously (habitually/unconsciously). In addition to advancing knowledge about m-commerce from a scientific perspective, the findings can help multinational firms decide whether to standardize or adapt m-shopping experiences when internationalizing.
引用
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页数:17
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