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1 – 10 of 224Muhammad Zafar Yaqub, Saeed Badghish, Rana Muhammad Shahid Yaqub, Imran Ali and Noor Sahar Ali
This study aims to integrate and extend leading contemporary underpinning frameworks such as the Stimulus Organism Response (S-O-R) model, Technology Acceptance Model (TAM) and…
Abstract
Purpose
This study aims to integrate and extend leading contemporary underpinning frameworks such as the Stimulus Organism Response (S-O-R) model, Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) to assess the determinants of M-commerce usage during COVID-19 times. Besides direct effects, the study examines the mediating role of behavioral intention in affecting the relationship between a few external stimuli, internal states (of the organism) and M-commerce usage (the response). The study has also examined the moderating role of habitual behavior in the relationship between behavioral intention and M-commerce usage.
Design/methodology/approach
Data were gathered from 312 customers through an online survey using a structured questionnaire. PLS-based SEM, using Smart PLS 4.0, was employed to calibrate the measurement and structural models.
Findings
The study found that stimuli like social influence, perceived ease of use and perceived value substantially affected M-commerce usage. Behavioral intention has been found to mediate these cause-and-effect relationships partially or fully among the subject constructs. Additionally, a significant negative but weak moderating impact of habit (or habitual behavior) on the relationship between behavioral intentions and M-commerce usage has been corroborated.
Originality/value
Several studies have investigated the factors influencing the adoption and continued usage of M-commerce services while appealing to diverse theoretical frameworks. However, more research has yet to be expended to arrive at an integrated explanation grounded in these theoretical frameworks to examine the dynamics of M-commerce usage in tempestuous times like the COVID-19 outbreak. The most significant (counterintuitive) findings have been suppressing the effects of otherwise crucial elements like perceived security and habit in prompting M-commerce usage in the face of the socio-psychological pressures stemming from COVID-19 restrictions and consumers' lack of digital readiness. The study's outcomes offer several theoretical and practical implications for researchers, managers, practitioners, businesses and policymakers to develop effective strategies to mature M-commerce usage among the masses, especially during unusual times like COVID-19.
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Ngoc Tuan Chau, Hepu Deng and Richard Tay
Understanding 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…
Abstract
Purpose
Understanding 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/approach
An 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.
Findings
The 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 implications
The 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/value
To 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.
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Islam 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.
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This study aims to investigate the relationship between all three dimensions of perceived strategic value of m-commerce (operational support, managerial productivity and strategic…
Abstract
Purpose
This study aims to investigate the relationship between all three dimensions of perceived strategic value of m-commerce (operational support, managerial productivity and strategic decision aids), antecedents of m-commerce (organizational readiness, external context and m-commerce competence) and m-commerce adoption. The present study will further examine a mediation model in which all three dimensions of perceived strategic value of m-commerce affect m-commerce adoption through IT investment.
Design/methodology/approach
An online survey questionnaire was adopted to test the validity of this research and hypotheses. Data were collected from 178 Chinese family businesses via snowball sampling.
Findings
The results show that all three dimensions of perceived strategic value of m-commerce (operational support, managerial productivity and strategic decision aids) are positively connected to m-commerce adoption. Also, it was found that IT investment partially or fully mediates the relationship between all these dimensions of perceived strategic value of m-commerce and m-commerce adoption.
Originality/value
This study would enhance owners' and managers' understanding of the relationship between perceived strategic value of m-commerce, IT investment, antecedents of m-commerce and m-commerce adoption, thus contributing to their future adoption.
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Aya Irgui and Mohammed Qmichchou
This study examines the effect of contextual perceived value activated by contextual marketing offers and information privacy concerns on consumer loyalty in mobile commerce.
Abstract
Purpose
This study examines the effect of contextual perceived value activated by contextual marketing offers and information privacy concerns on consumer loyalty in mobile commerce.
Design/methodology/approach
The survey was conducted through 340 mobile users in Morocco and the collected data were analyzed using structural equation modeling.
Findings
This study's results show that contextual marketing and information privacy concerns are key determinants in improving customer loyalty in the m-commerce context. Perceived ubiquity has a positive impact on perceived trust, which also impacts consumer loyalty. Information privacy concerns also have a positive impact on customer satisfaction, yet it does not impact perceived trust, which is contrary to the results of other researchers. It can also be concluded that customer satisfaction and trust are important antecedents of consumer loyalty.
Practical implications
This research gives rise to some important managerial and strategic implications in order to integrate contextual marketing strategies, as well as theoretical implications that concern this field of study.
Originality/value
This research makes a significant contribution to knowledge by examining the role of contextual marketing and information privacy concerns in the m-commerce context. These results will be considered useful for marketers and for businesses in general who wish to integrate a marketing strategy that is based on a customer-centric approach. It also contributes to the related literature, as there are few studies focused on m-commerce and contextual marketing within the context of Morocco.
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Sunil Sahadev, Sean Chung, Mustafeed Zaman, Indria Handoko, Tan Vo-Thanh, Nguyen Phong Nguyen and Rajeev Kumra
The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM…
Abstract
Purpose
The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM providing behaviour mediated by hedonic and utilitarian value perceptions and personal identification.
Design/methodology/approach
Based on social-exchange theory, the conceptual model links the study antecedents to deep eWOM providing behaviour. The conceptual model was validated through a multi-country study. A large sample of m-commerce users in the UK (n = 505), India (n = 422) and Vietnam (n = 618) were contacted to collect the data. Data were analysed through structural equations modelling procedure with invariance analysis conducted to ensure that the results from the three samples could be compared. The authors also conducted post-hoc analysis to explore the mediation paths between variables.
Findings
The study finds support to the conceptual model across the samples from the three countries. Personalisation is found to increase value perceptions – both utilitarian and hedonic – and personal identification which leads to “deep” eWOM providing behaviour across all the three countries. The serial mediation also provides comparable results across the three countries.
Originality/value
The study contributes to the understanding of deep eWOM providing behaviour – a construct with high practical relevance which has however not been explored sufficiently in current literature. The study also contributes to the literature that analyses the consequences of personalisation in m-commerce.
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Rambabu Lavuri, Jaspreet Kaur and Park Thaichon
This study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the…
Abstract
Purpose
This study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.
Design/methodology/approach
The study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.
Findings
The findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.
Practical implications
This study's results will help e-retailers establish novel techniques and efforts to enhance market volume and build solid connections with mobile customers by ensuring secure purchase habits. The results would also help companies develop customer satisfaction-focused business strategies.
Originality/value
This study contributes to the body of literature by finding a significant impact of attitude, trust and shopping values on impulsive mobile shopping. These constructs have not been explored as factors impacting mobile impulsive shopping, especially when it comes to a pandemic.
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Both -- especially s-commerce -- look poised for significant growth as consumers turn to social media for product discovery and purchase, and businesses adapt to a retail channel…
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DOI: 10.1108/OXAN-DB282933
ISSN: 2633-304X
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Topical
Huifeng Bai, Jin Shi, Peng Song, Julie McColl, Christopher Moore and Ian Fillis
This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.
Abstract
Purpose
This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.
Design/methodology/approach
Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.
Findings
Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.
Research limitations/implications
The results are potentially challenged by relatively small sample size.
Practical implications
Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.
Originality/value
This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.
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This article aims to reveal the factors influencing the sustainable development of mobile e-commerce from both user and operational perspectives. It fills the gap in qualitative…
Abstract
Purpose
This article aims to reveal the factors influencing the sustainable development of mobile e-commerce from both user and operational perspectives. It fills the gap in qualitative research on the sustainable development of artificial intelligence (AI) technology in mobile e-commerce based on the grounded theory. This study provides valuable insights and inspiration for sustainable development in this field and lays the theoretical foundation and research reference for future studies.
Design/methodology/approach
Based on the grounded theory (GT), interview method was used to conduct the study.
Findings
The impact of AI applications on mobile e-commerce is mainly reflected in three stages of the customer shopping process. They are pre-shopping, mid-shopping and after-shopping AI services and each of the three stages has its own separate dimensions that need attention. The study and its persistence aspects are discussed.
Practical implications
The results of this study can provide forward-looking suggestions and paths for the construction and optimization of future e-commerce platforms, contribute to the sustainable development of e-commerce and contribute to the sustainable and healthy growth of the social economy.
Originality/value
This study proposes sustainable development measures for the application of AI in mobile e-commerce, from operation to supervision, which is an important reference for promoting coordinated and rapid socio-economic development.
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