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The purpose of this paper is to explore the motivations of consumers engage with fashion retail applications (apps) from a consumer motivation perspective to inform the design for fashion retail apps. This is an area with increasing economic significance, yet of limited academic research to date.

Through 18 in-depth qualitative interviews, utilitarian stimuli was identified as primary motivating factor to attract customers to shop for fashion garments through m-commerce retail apps.

Results from thematic analysis identified that the utilitarian elements of “efficiency” and “convenience” were two of the most important motivators for engagement, with “personalized services”, and “convenient operation process” also dominant functions to attract customers to shop on m-commerce retail apps. While “Social” shopping was shown to be a motivating factor for consumer behaviour, participants showed greater preference to interpersonal communications channels than to social media.

Findings from this study reveal the utilitarian focus of fashion retail apps within an industry often focussed on experiential interactions, and provide a focus for fashion retail m-commerce app designers to tailor their products for higher consumer engagement. Future apps should be designed specifically with this in mind to increase the chance of consumer engagement.

This paper provides original insight into the hedonic and utilitarian value motivations most prevalent to users of m-commerce fashion retail apps. This is distinct from previous research that has focussed on physical retail environments or general e-commerce interactions (e.g. non-fashion web stores accessed through a PC/laptop).

The advent of mobile telephony devices with strong internet capabilities has laid the foundation for mobile commerce (m-commerce) services. The purpose of this paper is to empirically examine predictors of m-commerce adoption using a modification of the widely used technology acceptance model and the unified theory of acceptance and use of technology model.

The data were collected from 213 respondents by means of an online survey. The data were analyzed through multi analytic approach by employing structural equation modeling (SEM) and neural network modeling.

The SEM results showed that variety of services, social influence, perceived usefulness, cost and perceived trust have significant influence on consumer’s intention to adopt m-commerce. The only exception was perceived ease of use which observed statistically insignificant influence on adoption of m-commerce. Furthermore, the results obtained from SEM were employed as input to the neural network model and results showed that perceived usefulness, perceived trust and variety of services as most important predictors in adoption of m-commerce.

The findings of this study give an insight of key determinants that are important to develop suitable strategic framework to enhance the use of m-commerce adoption. In addition, it also provides an opportunity to academicians and researchers to use the framework of this study for further research.

The study is among a very few studies which analyzed m-commerce adoption by applying a linear and non-linear approach. The study offers a multi-analytical model to understand and predict m-commerce adoption in the developing nation like India.

The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting M-commerce adoption (MA) incorporating the moderating effect of privacy concerns (PC) on the relation between PQ and MA along with the constructs perceived usefulness (PU) and perceived ease of use (PEU).

The conceptual model was formulated using a set of qualitative research procedures (four focus group discussions) and tested using two questionnaire-based surveys (with 372 and 431 respondents each) in India. Exploratory and confirmatory factor analyses were conducted followed by structural equation modeling for the quantitative data.

Results from the quantitative study indicate a significant effect of TR on PQ, PU and PEU. All three latter constructs had a significant effect on MA. A significant moderating effect of PC on the relation between PQ and MA was also observed.

The study findings enhance the literature on the antecedents of successful adoption of M-commerce and establish the role of PQ as a significant influencer of MA.

The study findings would enable service providers with a new and relevant model of M-commerce adoption.

The major contribution of the study is the development and validation of a model that has attitudinal variables related to technology usage and their relations to M-commerce adoption.

The purpose of this paper is to examine the factors examining the determinants of users' mobile commerce (m‐commerce) usage activities.

Data were collected from 402 users in Malaysia, and structural equation modelling analysis was employed to test the research model.

The results showed that different demographic, motivation and security perceptions variables have different relationships with the types of m‐commerce usage activities.

The results from this study will be useful for m‐commerce companies in formulating appropriate marketing strategies, as well as developing appropriate applications that will attract more consumers.

Although past literatures have focused on technological aspects of m‐commerce, few studies have examined the applications and strategies of m‐commerce. Furthermore, most studies on m‐commerce adoptions have focused on the relationships between technology adoption factors and behavioural intentions of users. There are few studies which have investigated the actual m‐commerce usage activities of users.

This study aims to investigate the factors that may hinder or facilitate consumers’ adoption of mobile-commerce (m-commerce) activities in the context of developing countries exemplified here by Oman.

A conceptual model was developed through integrating factors from UTAUT2 (performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation, price value, habit and self-efficacy) and SERVQUAL (system quality, service quality and information quality). Data were collected from 530 Omani m-commerce users through a cross-sectional survey.

The results of the structural equation modelling showed that consumers’ behavioural intention (BI) towards m-commerce adoption was significantly influenced by information quality, habit, performance expectancy, trust, hedonic motivation, service quality, price value and facilitating conditions, in their order of influencing strength, and explained 65.5 per cent of the variance in BI. Unexpectedly, effort expectancy, social influence, self-efficacy and system quality had no significant effect on BI.

This study will explain the currently relatively low penetration rate of m-commerce adoption in Oman, which will help local m-commerce businesses to develop the right organizational strategies, especially related to marketing strategies and developing mobile applications, which will draw the attention of many users.

This is one of the few studies that integrates UTAUT2 with SERVQUAL and tests the proposed model in non-Western cultural contexts. Specifically, in contrast to previous studies, diversity of individuals’ acceptance behaviour is examined in Oman.

The initial debate on mobile commerce (m‐commerce) was characterized by a high level of optimism, followed by a more nuanced and realistic approach. Still, m‐commerce is expected to constitute a significant future market worldwide. It is a new concept and is emerging in a context of few or no established norms, rules and standards. This article explores the move toward global rules and strategies for m‐commerce and the creation of a viable marketplace. In particular, it focuses on the relationship between initiatives to elaborate a coordinated strategy for m‐commerce in line with European regulatory requirements, on the one hand, and ambitions to promote technology and build global alliances in the world marketplace, on the other. These objectives, however, are often difficult to combine due to the variation in preferences among the corporate and standards organizations involved as a result of global competition and corporate activities in information and communications technology markets.

This study aims to empirically examine the factors that affect the consumer intention to use (IU) mobile commerce (m‐commerce) in Malaysia. The five factors examined in this study are perceived usefulness (PU), perceived ease‐of‐use (PEOU), social influence (SI), perceived cost and trust.

The study sample consists of 222 respondents with a response rate of 84.09 per cent. Data were analyzed by employing correlation and multiple regression analysis.

The findings revealed that PU, SI, perceived financial cost and trust are positively associated with consumer IU m‐commerce in Malaysia. In addition, PEOU and trust were found to have an insignificant effect on consumer IU m‐commerce in Malaysia.

The generalizability of the findings is limited as the study focuses only on Malaysia.

Based on the findings, companies involved in m‐commerce should focus on improving the usefulness of the system, trust (i.e. security and privacy protection) and reducing the cost of m‐commerce services to improve the adoption of m‐commerce.

The findings made a contribution in terms of allowing us to understand the factors that can contribute to the adoption of mobile commerce. This study successfully extend the TAM model in the context of mobile commerce by incorporating one trust‐based construct (trust), one behavioural control construct (perceived financial cost) and one subjective norm construct (SI). This extended TAM model provides a greater understanding of user acceptance of mobile commerce in Malaysia.

As technology has increasingly disrupted traditional commerce, there is a need for inclusive growth to ensure that no group – particularly the underprivileged – is left behind. Against this backdrop, this paper aims to shed light on mobile commerce (m-commerce) adoption among street vendors. This study conducts an experiment to investigate the contribution of online reviews and relevant factors in enhancing the perceived usefulness and adoption of m-commerce.

This study used a 2 (perceived ease of use: high vs low) × 2 (trust in service provider: high vs low) × 2 (online review: positive vs negative) between-subjects design, resulting in eight experimental groups. The level of the online review was manipulated, and the degrees of perceived ease of use and trust were measured.

Perceived usefulness depends on online reviews when users perceive incongruent information (e.g. high ease of use but low trust); that is, users who saw positive reviews more strongly perceived the usefulness of m-commerce. On the contrary, perceived usefulness does not vary based on online reviews if users perceive congruent information (e.g. high ease of use and high trust).

This research advances the knowledge of m-commerce adoption by exploring the interaction of perceived ease of use, trust and online reviews, a combination that has not been addressed in previous empirical studies.

This paper aims to examine the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty by examining the mediating role of sales promotion and the moderating role of service attributes of the m-commerce websites in influencing the mediation.

A total of 3,318 completed surveys were collected. Drawing on a large non-probability criterion-based purposive sample across six countries (France, Germany, Greece, South Africa, USA and Canada), mediation analysis was performed to examine the hypothesized relationships.

Results show that sales promotion mediates the relationship between feelings toward buying wine on mobile phones and m-commerce website loyalty. Moderated mediation reveals that the indirect pathways (sales promotion) through which feelings toward buying wine over mobile exert its effect on m-commerce website loyalty are dependent on the value of service (wine delivery) attributes of the website. The results demonstrate that sales promotion and service are of paramount importance to wineries and wine marketers.

Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites.

Wine producers and retailers should consider use sales promotion (such as SMS or push notifications) to enhance sales and influence consumer feelings and hence their loyalty.

Wine m-commerce studies are limited, especially with an international perspective comparing six different countries: three from the old world (France, Germany and Greece) and three from the new world (North America with USA and Canada; and South Africa). Altogether, these six countries represent around 40 per cent of the world’s wine consumption.

The purpose of this paper is to investigate the role of trust and perceived enjoyment in the technology acceptance model by distinguishing distinct stages of adoption among street vendors (initial and advanced adoption stage).

Face-to-face interviews using a structured questionnaire were conducted with 430 street vendors in Bangkok; 415 usable surveys were analyzed. By applying K-means cluster analysis, two segments were found with 200 initial and 215 advanced adopters. A multi-group analysis was employed to investigate differences of relationships between the two groups.

The findings reveal significant similarities and dissimilarities between the two groups of vendors. Both initial and advanced adopters emphasize trust of service providers. The first group relies more on perceived ease of use and perceived enjoyment in motivating m-commerce adoption but depends less on perceived usefulness. On the contrary, for the latter group, the influence of perceived ease of use and perceived enjoyment significantly decreases, but the effect of perceived usefulness significantly increases.

This study sheds light on the managerial implications related to how service providers can tailor their marketing strategies to target vendors in disparate diffusion stages, and it encourages building trust between partners over time.

Due to the lack of theoretical and managerial understanding of factors that drive m-commerce adoption for micro businesses, this study identifies distinct adoption stages and offers valuable insights into the similarities and differences among initial and advanced adopters.