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The main purposes of the study are to: test the strategic alliance framework developed by Sambasivan et al. on the strategic alliances with suppliers and customers, separately; and compare the factors influencing strategic alliances with suppliers and customers based on the results. The present study analyzes the effect of strategic alliance motives, environment, asset specificity, perception of opportunistic behavior, interdependence between supply chain partners, and relational capital on strategic alliance outcomes.

A sample of 228 companies representing different industries in manufacturing in Malaysia participated in the study. The sampling frame used was Federation of Malaysian Manufacturers directory. A questionnaire was distributed to all the companies. The authors tested the structural model for 185 suppliers and 75 customers using structural equation modelling.

Based on the results, the key differences in the strategic alliances with suppliers and customers are: the relationship between environment and alliance motives is stronger for alliances with suppliers, the relationship between alliance motives and relational capital is significant for alliances with customers, the relationship between asset specificity and interdependence is significant for alliances with customers, the relationship between perception of opportunistic behaviour and relational capital is significant for alliances with customers, and the relationship between perception of opportunistic behaviour and interdependence is significant for alliances with suppliers.

The current study adds to the body of knowledge on strategic alliances. The results can help supply chain managers identify factors that influence the success of strategic alliances with suppliers and customers and develop strategies to enhance effective collaborative relationships between supply chain partners. The authors specify the limitations and directions for future research.

While mobile TV (m-TV) is beneficial and is currently an emerging area within mobile commerce, the adoption rate is at the infancy stage. The purpose of this paper is therefore to adapt the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore on the factors in predicting users’ behavioral intention (BI) of m-TV.

Partial least square structural equation modeling approach was employed using 193 respondents to test the findings.

The findings revealed that effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM) and habit (HT) have significant effects on BI. In addition, gender was found to have moderating effect between FC and BI.

Findings from this study provide valuable insights and contribute to the marketing strategy for mobile marketers, wireless communications vendors and application developers in the m-TV industry.

Since the emergence of m-TV is regarded as a new concept, what factors that may motivate users to watch TV using m-devices remains unexplored and therefore is currently a neglected research area. This paper provides clues and valuable insights for mobile marketers, wireless communications vendors and application developers in the m-TV industry.

The purpose of this paper is to explore the factors that influence users’ behavioral intention (BI) to adopt mobile social networking sites (mSNS) in facilitating formal/informal learning. Specifically, the study also investigates the association of mobility, reachability and convenience with performance expectancy (PE) and effort expectancy (EE).

Partial least squares structural equation modeling (PLS-SEM) approach was applied to test on 266 valid responses.

The findings indicated that learning compatibility (LC), PE, EE and copyright clearance (CC) has a significant effect on BI. The results also revealed that EE is influenced by mobility, reachability and convenience. PE however was found to be influenced by convenience.

The results of this study provides valuable insights and references for practitioners and mobile network providers in developing mSNS in facilitating learning.

While mSNS have the potential to become a new research area with numerous benefits for the learning community, there is little research on the adoption factors on mSNS in facilitating learning. This study therefore attempts to close the research gap by contributing to the mobile literatures.

The aims of this paper are: to argue the role of Kelley's personal relationship theory (PRT) in explaining the maintenance and success of alliance outcomes; to argue the inclusion of communication between supply chain partners as a major component of relationship capital in addition to trust and commitment; to test the impact of interdependence between supply chain partners on strategic alliance outcomes; and to test the role of relationship capital as a mediating construct between interdependence.

A questionnaire was constructed and sent to 2,156 supply chain managers in Malaysia. The questionnaire captured three constructs: interdependence – task, goal and reward; relationship capital – trust, commitment, and communication; and strategic alliance outcomes – goal, value‐creation, and re‐evaluation. The companies were selected randomly from the Federation of Malaysian Manaufacturers (FMM) directory. Structural equation modeling (SEM) was used to test the hypotheses.

The major findings are: communication must be included as a major component of relationship capital in addition to trust and commitment; Kelley's PRT plays a prominent role in explaining the maintenance and success of strategic alliance outcomes; interdependence has a significant relationship with relationship capital; relationship capital has a significant relationship with strategic alliance outcomes; and relationship capital acts as a pure mediator between interdependence and strategic alliance outcomes.

This research contributes significantly to the theoretical and empirical developments that enrich the strategic alliance literature.