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The purpose of this study is to consolidate the state of research in mobile commerce (m-commerce) technology adoption from 2008 to 2017. This study not only reviews the evolution of m-commerce literature but also highlights the significant contribution of authors and their productive collaborations in the development of this area.

A total of 184 peer-reviewed articles focusing on m-commerce adoption were obtained after applying search criteria on Scopus database. After using inclusion and exclusion criteria to achieve the objective of this study, 86 journals were shortlisted. The study further discusses the dispersion of various m-commerce applications being explored in m-commerce literature. In addition, dominating technology adoption theories and the most used keywords have also been identified and discussed in this study.

This study indicates that technology acceptance model and unified theory of acceptance and use of technology are the most exploited technology adoption theories. Moreover, the dominating constructs in literature are perceived usefulness, ease of use social influence/social norm on behavior intention, attitude intention followed by performance expectancy, facilitating condition and effort expectancy influence on intention.

This study presents a detailed association rule mining and community analysis to show the association among constructs such as usefulness, ease of ease, social influence and intention as dominant group in this area. The study also identifies lesser explored constructs and indicates possible future research to validate and strengthen their understanding further.

Using Internet‐enabled mobile handheld devices to access the World Wide Web is a promising addition to the Web and traditional e‐commerce. Mobile handheld devices provide convenience and portable access to the huge information on the Internet for mobile users from anywhere and at anytime. However, mobile commerce has not enjoyed the same level of success as the e‐commerce has so far because mobile Web contents are scarce and mostly awkward for browsing. The major reason of the problems is most software engineers are not familiar with handheld devices, let alone programming for them. To help software engineers better understand this subject, this article gives a comprehensive study of handheld computing and programming for mobile commerce. It includes five major topics: (i) mobile commerce systems, (ii) mobile handheld devices, (iii) handheld computing, (iv) server‐side handheld computing and programming, and (v) client‐side handheld computing and programming. The most popular server‐side handheld applications are mostly functioning through mobile Web contents, which are constructed by using only few technologies and languages. On the other hand, various environments/languages are available for client‐side handheld computing and programming. Five of the most popular are (i) BREW, (ii) J2ME, (iii) Palm OS, (iv) Symbian OS, and (v) Windows Mobile. They are using either C/C++ or Java programming languages. This article will explain J2ME, a micro version of Java, and Palm OS programming, using C, by giving step‐by‐step procedures of J2ME and Palm application development.

Given that smartphones are widely used as a key means for mobile commerce, the purpose of this paper is to provide in-depth understanding of determinants of the utilitarian value that customers seek to obtain from using smartphone-based mobile commerce. Drawing on the technology acceptance model (TAM), the study proposes that usefulness and ease of use are two typical factors representing utilitarian value and verifies their impacts on smartphone-based m-commerce use. Moreover, the paper expands the TAM by considering mobile-specific characteristics (i.e. service ubiquity and location-based service (LBS)) and a self-service technology (SST) characteristic (i.e. user control) as determinants of utilitarian value.

The study entailed conducting a survey, and analyses were conducted based on a total of 379 responses from undergraduate and graduate students who had experience using smartphones for mobile commerce. The analyses used structural equation modeling to test the research model and hypotheses.

First, in the context of the various technologies-involved m-commerce, TAM serves as a theoretical lens to predict user behavior. Second, usefulness is greatly increased by service ubiquity, LBS, and user control. Third, ease of use is enhanced by service ubiquity and user control. Finally, ease of use is a determinant of usefulness.

The findings imply that mobile-specific and SST characteristics are the key determinants of utilitarian value in performance-oriented mobile commerce, and utilitarian value is a key determinant of smartphone-based mobile commerce use.

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value‐added services and the core factors of brand equity.

Survey data collected from 497 mobile value‐added service consumers were examined using structural equation modeling to validate the research model.

The results indicate that the mobile service attributes of personalization, identifiability, and perceived enjoyment have significant positive influences on the key brand equity factors, including brand loyalty, perceived quality, brand awareness, and brand associations. Additionally, the results confirm the significance of all four of the brand equity factors in interpreting consumer purchase intention in the context of mobile value‐added service consumption.

The research results provide insights into how mobile value‐added services may be better designed and delivered to enhance brand equity and, in turn, profits.

While the market potential of mobile value‐added services and the importance of brand equity have both been widely recognized, the development and empirical validation of a model that specifically depicts the determinants of mobile value‐added service consumption from a brand‐equity perspective has not yet been undertaken. Consequently, this study investigates the relationships among key m‐commerce attributes, core brand‐equity components, and consumer behaviors. The research results have extended the application and advanced the understanding of previous mobile‐commerce and brand‐equity theories in the context of mobile value‐added service consumption.

Although East Asia and South East Asia have seen growth in mobile commerce activities, the uptake of such activities in Central Asia has been relatively low. For insight, the purpose of this paper is to investigate the impact of culture, innovation characteristics and concerns about order fulfillment on mobile commerce (shopping) intention in Central Asia.

In total, 779 questionnaires were collected (via mall-intercept method) from cities in Kazakhstan, Kyrgyzstan and Uzbekistan. The data were then subjected to two-step structural equation modeling procedures (using SPSS AMOS V.25) for hypothesis testing.

This study revealed that innovation characteristics, system-based trust (trust in mobile technology), and concerns about order fulfillment affected mobile commerce intention in Central Asia. The strong uncertainty avoidance characteristics of societies in the region mean potential adoptee place great emphasis on trialability and security of mobile commerce. Uncertainty avoidance correlated strongly with concerns about order fulfillment, thereby significantly impacting mobile commerce intention. Power distance and collectivism correlated with observability as factors affecting mobile commerce intention. The innovation characteristics of compatibility, complexity and relative advantage directly impact mobile commerce intention in Central Asia.

There are several limitations in this paper. First, the data in this study are limited to Kazakhstan, Kyrgyzstan and Uzbekistan. This might affect the generalization of this study’s findings across the whole Central Asia region. Second, the respondents in this study are exposed to mobile shopping for less than 30 min before been asked to complete the survey. This might affect respondent’s confidence in mobile commerce. Future study might involve the rest of Central Asia (Tajikistan, Afghanistan and Turkmenistan). Future study might also want to investigate the impact of Web assurance seal on mobile commerce intention in Central Asia.

Managerial/marketing implications and recommended strategies in this study would be useful for businesses (aspirant e-vendors) in Central Asia.

There is limited study about mobile commerce in Central Asia. Furthermore, extant literature on mobile commerce in the region lacked age varieties or lacked multi-national and logistical perspective. This is important given the wide geographical spread of the region. This study addressed these gaps by collecting data from all segments of society in Kazakhstan, Kyrgyzstan and Uzbekistan to test propositions regarding innovation characteristics, culture, and concerns about order fulfillment as factors impacting mobile commerce intention in Central Asia.

This study aims to investigate perceived risk and trustworthiness in relationship to the diffusion of innovation theory to understand the determinants of behavioural intent to adopt mobile commerce among the Y Generation. It also seeks to investigate the impact of culture on mobile commerce adoption.

Five hundred and thirty randomly distributed questionnaires in six tertiary education institutions in Kazakhstan, Morocco and Singapore were used. Multivariate analysis of variance was conducted using SPSS and structural equation modelling using AMOS 7.0 to test for construct validity and for hypothesis testing.

Perceived risk, trustworthiness and Rogers' five perceived characteristics of innovation (namely, observability, trialability, compatibility, complexity, relative advantage) determined behavioural intent to adopt mobile commerce among the Y Generation. Culture had a moderating effect on these determinants in Kazakhstan and Morocco.

This study has not yet explored cost, goods offerings and payment systems that may influence users' intention to adopt mobile commerce. Differential experience of respondents with different mobile portals would have differential effect on the perceived ease of use of mobile commerce, affecting the result of this study.

This study suggested that the Y Generation are concerned about privacy violation and risk associated with mobile commerce. Mobile service providers should consider trials and permission‐based mobile marketing to imbue trust in mobile commerce.

This study integrates trustworthiness and perceived risk with Rogers' DOI innovation characteristics, resulting in greater understanding of the behavioral intent to adopt mobile commerce among the Y Generation. Further, few studies delved into the comparative impact of culture on the behaviour intent to adopt mobile commerce among the Y Generation in Asian and African countries.

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.

The purpose of this paper, which is based on the UTAUT2 model, is to develop and evaluate a predictive model of customer satisfaction related to mobile commerce (m-commerce) and the willingness to recommend this service to others.

The study was conducted based on a sample of 402 respondents. Confirmative factor analysis was used to evaluate the validity of the model, while structural equation modeling (SEM) was used to test the hypotheses. Finally, artificial neural networks were used to rank the influence of the significant predictors obtained by SEM.

Trust was found to be the most significant driver of customer satisfaction, followed by performance expectancy and perceived value. In addition, affective commitment and satisfaction were identified as the strongest predictors of word of mouth (WOM).

The originality/value of the paper lies in the establishment of the connection between the independent variables of the UTAUT 2 model – trust, satisfaction, affective and continence commitment and WOM. Additionally, it is one of a small number of studies investigating customer commitments and their influence on WOM in m-commerce.

Although little is known about consumers’ attitudes towards wireless marketing channels and how customer value is generated in mobile commerce, many organizations are today making considerable investments to take advantage of the new business possibilities offered by wireless technologies ‐ encouraged by optimistic, yet contradictory forecasts on the future volume of mobile commerce. This paper reports on a national consumer survey conducted to investigate (i) the Finnish consumers’ willingness to use a number of initial mobile service, (ii) the common supposition that m‐commerce will be able to increase the overall market for e‐commerce by penetrating into untapped markets, and particularly (iii) if early and intended adoption of m‐commerce by consumers can be attributed to certain types of mobile services.

Development of mobile commerce (m‐commerce) environments that have user‐friendly features is important to accelerate the adoption of m‐commerce. The current research studies web‐based features that are crucial to the success of mobile air ticketing commerce.

There are two phases involved. In the first phase, the current research develops a web‐based mobile airline ticketing (W‐MAT) model to study usability features necessary to perform mobile air ticketing commerce. Thirty‐six features are mapped and identified based on the W‐MAT model. In the second phase, the air ticketing web sites for 27 most popular airline companies and online air travel agencies are examined to analyze their existing implementation patterns on these 36 features. The pattern analysis is based on web site features analysis and web site versatility analysis.

The analysis of web site features resulted in the development of an adoption feature pyramid that classified the 36 features into three categories. The analysis of web site versatility was based on multivariate cluster analysis that classified these 27 web sites into four groups.

The findings on web site features and web site versatility analyses in the current research are beneficial to future m‐commerce airline companies and air travel agencies, mobile device developers, and air ticketing m‐commerce interface designers.

The study concludes that the W‐MAT model‐based air ticketing features with usability emphasis are crucial to develop efficient mobile air ticketing web sites; and thereby, accelerating the adoption of m‐commerce for the air travel industry in the near future.