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1 – 1 of 1Islam Elgammal, Chai Ching Tan, Leonardo Aureliano-Silva and Kareem M. Selem
This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage…
Abstract
Purpose
This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage behavior. To extend the findings, this research also examines the moderator role of product reputation on the nexus between brand trust and usage behavior in the m-commerce context.
Design/methodology/approach
Given the quantitative approach, the authors gathered 1,565 valid responses from m-commerce app users. Data were analyzed in SmartPLS 4.
Findings
Ubiquity positively impacted brand trust, and the latter positively influenced m-commerce usage behavior. Brand trust also partially mediated the effect of m-commerce ubiquity on usage behavior, along with product reputation moderating the positive effect of brand trust on usage behavior.
Originality/value
By combining resource-based theory with signaling theory in the stimulus-organism-response (S-O-R) framework, this paper's novelty focuses on the investigation of m-commerce ubiquity, brand trust as a mediating mechanism and product reputation as a moderator in explaining usage behavior in the m-commerce context.
Details