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Article
Publication date: 6 February 2018

Sujeong Choi

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Internet Research, vol. 28 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 12 October 2017

Yu-Hui Fang

Providing that branded applications (apps) became a new trend in mobile marketing, the purpose of this study, thus, is to explore how to promote app users’ continuance…

Abstract

Purpose

Providing that branded applications (apps) became a new trend in mobile marketing, the purpose of this study, thus, is to explore how to promote app users’ continuance intention and purchase intention (i.e. “app continuance”) toward a specific branded app.

Design/methodology/approach

By integrating both goods-dominant logic (GDL) and service-dominant logic (SDL), this study uses a unifying model to examine whether perceived usefulness and task-service fit (TSF) have different effects on the two parts of app continuance. This study identifies task characteristic and four service characteristics (interactivity, presence, localization and ubiquity) as antecedents of TSF. Furthermore, psychological barriers are examined as mediators of TSF and purchase intention within SDL. Data collected from 631 users of the targeted branded apps support all of the proposed hypotheses.

Findings

The findings show that besides perceived usefulness, TSF is an essential determinant of both app continuance in the context of branded apps and a partial mediator of psychological barriers between TSF and purchase intention.

Originality/value

Unlike prior studies, which have focused on traditional GDL to examine continuance intention, this study incorporates SDL and the notion of psychological barriers to explore such matters. The evidence concerning the significantly higher explanatory power of the full model suggests that a deeper understanding of the antecedents of app continuance is possible when the alternative view is taken into consideration, thus providing a promising avenue for future research.

Details

Journal of Services Marketing, vol. 31 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 11 August 2014

Pingjun Jiang and Bert Rosenbloom

This research reviews numerous studies of the relationship between consumer knowledge and external search in conventional marketing channels to investigate differences…

Abstract

Purpose

This research reviews numerous studies of the relationship between consumer knowledge and external search in conventional marketing channels to investigate differences among these studies that have produced conflicting results. The findings provide a benchmark for future researchers and practitioners seeking to gain insight into consumer information search processes unfolding in the new environment of online, mobile, and social networking channels.

Methodology

A meta-analysis of an extensive array of empirical studies of the relationship between consumer knowledge and external information search was conducted. Regression analysis was used to test whether certain characteristics in the studies can explain variability in the effect sizes in which effect sizes are entered as dependent variables and moderators as independent variables.

Findings

Objective and subjective knowledge tend to increase search, while direct experience tends to reduce search. Consumers with higher objective knowledge search more when pursuing credence products. However, they search relatively less when pursuing search products. Consumers with higher subjective knowledge are much more likely to search in the context of experience products, but as is the case for objective knowledge having little effect on search for experience products, subjective knowledge has no significant effect on information seeking for search products. In addition, objective knowledge facilitates more information search in a complex decision-making context while higher subjective knowledge fosters more external information search in a simple decision-marketing context. Finally, the findings indicate that the knowledge search relationship reflects strong linkage in the pre-Internet era.

Originality

Relatively little is known about how the relationship between knowledge and information search varies across different types of products in simple or complex decision-making contexts. This study begins to fill this gap by providing insight into the relative importance of objective knowledge, subjective knowledge, and direct experience in influencing consumer information search activities for search, experience, and credence products in simple or complex decision-making contexts.

Article
Publication date: 18 June 2019

Ali Tarhini, Ali Abdallah Alalwan, Ahmad Bahjat Shammout and Ali Al-Badi

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Review of International Business and Strategy, vol. 29 no. 3
Type: Research Article
ISSN: 2059-6014

Keywords

Article
Publication date: 24 February 2020

Syed Far Abid Hossain, Mohammad Nurunnabi, Khalid Hussain and Xu Shan

This paper aims to explore the ubiquitous role of the smartphone in expanding entrepreneurial opportunity among women in emerging Asia. This study attempted to explore the…

Abstract

Purpose

This paper aims to explore the ubiquitous role of the smartphone in expanding entrepreneurial opportunity among women in emerging Asia. This study attempted to explore the hidden issues behind increased innovative entrepreneurial tendency.

Design/methodology/approach

This study used a mixed research methodology. First, prior research based on different aspects of entrepreneurial tendency was reviewed in a systematic way. Second, a person-administered survey was conducted based on 265 women who are involved in entrepreneurial activities in different regions in Asia. Structural equation modeling (Amos) is used to analyze the person-administered survey.

Findings

Results show a significant relationship among the independent and dependent variables of the study which indicates a significant entrepreneurship opportunity for women in emerging Asia.

Research limitations/implications

This study was conducted with a limited number of entrepreneurs from a few Asian countries which may affect the generalizability of the result.

Originality/value

This study fulfills the gap in the current literature by analyzing innovativeness in entrepreneurship with the usage of smartphones and increased tendency among women to conduct business.

Details

International Journal of Gender and Entrepreneurship, vol. 12 no. 2
Type: Research Article
ISSN: 1756-6266

Keywords

Article
Publication date: 25 July 2019

Zoran Kalinić, Francisco J. Liébana-Cabanillas, Francisco Muñoz-Leiva and Veljko Marinković

The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the…

2182

Abstract

Purpose

The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of these predictors with regards to intention of using the system.

Design/methodology/approach

The research was conducted on a sample comprised of 701 Spanish smartphone users. A multi-group structural equation modeling analysis was used to test the moderating effect of gender with a particular focus on the relationships between the latent variables of the research model.

Findings

The study identified significant differences between the two observed groups – the results show that men are more likely to use mobile payments than women and are therefore less influenced by the potential risks involved. In addition, men are more easily influenced by their social environment, whereas women are more influenced by their personal innovativeness.

Originality/value

The study proposes a three-level model, based on an extended TAM model. It is a pioneering study, exploring the effects of gender on P2P m-payment acceptance. Due to its novel value and the potential involved, the results of the study may be of great importance for m-payment providers, particularly in marketing strategy planning and customer segmentation.

Details

International Journal of Bank Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 3 December 2020

Trang P. Tran, Christopher P. Furner and Pia A. Albinsson

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the…

1531

Abstract

Purpose

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.

Design/methodology/approach

A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.

Findings

The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.

Originality/value

The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 6 July 2015

Anna Corinna Cagliano, Alberto De Marco, Carlo Rafele, Andrea Bragagnini and Luca Gobbato

The purpose of this paper is to propose a systemic methodology to assess the potential of and facilitate policies for the diffusion of a smartphone based service enabling…

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Abstract

Purpose

The purpose of this paper is to propose a systemic methodology to assess the potential of and facilitate policies for the diffusion of a smartphone based service enabling supply chain (SC) operations in the e-grocery sector.

Design/methodology/approach

A System Dynamics (SD) model combining the Bass paradigm for innovation diffusion and an inventory management framework is developed. Semi-structured interviews are conducted to understand the industry business processes; a simple SD model is designed to capture the most important variables together with the relationships among them; a detailed SD model is calibrated and simulation outcomes are analysed.

Findings

The efficiency and reliability of the service drive its diffusion among producers and consumers, who in turn persuade retailers to adopt. The assessment methodology can be part of feasibility studies and marketing investigations in order to understand the impact of e-commerce tools on SC processes.

Research limitations/implications

This contribution stresses the need to analyse how mobile information technologies may benefit all the business processes of the e-grocery SC, and not just one single process or stakeholder.

Practical implications

The approach offers a roadmap to identify the factors influencing the diffusion of mobile e-grocery services as well as the associated impacts on SC processes.

Originality/value

The work contributes to overcoming the lack of approaches studying the diffusion of e-grocery by taking into account all the relevant aspects and stakeholders involved and not only the consumer perspective.

Details

Business Process Management Journal, vol. 21 no. 4
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 16 September 2021

Mahima Shukla, Vranda Jain and Richa Misra

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and…

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Abstract

Purpose

The study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and purchase intention through perceived benefit. An investigation of the impact of perceived risk on purchase intention is also carried out.

Design/methodology/approach

The paper carried out a quantitative study based on a purposive sample of 180 working women from the Delhi-NCR region of India and used Structural Equation Modelling (SEM) to test hypotheses based on the extended TAM model.

Findings

Perceived benefit, website aesthetics, and ISE positively and significantly impact working women's purchase intention. The study also finds an indirect relationship between ISE and purchase intention through perceived benefit. Perceived risk has a negative and insignificant influence on working women's purchase intention for online shopping.

Practical implications

The study finding reflects that perceived website aesthetics fill the gap between offline and online environments. ISE makes shopping easy and increases the shopper's confidence. A mobile-optimized website with ease of navigation would increase women shoppers' conversion rates on mobile devices, leading to a favourable impact on revenue generation for online retailers.

Originality/value

Despite the vast literature on constructs derived from the TAM model, very few studies have researched young women consumers from an emerging economy perspective. The novelty of this research lies in identifying the factors that influence young working women's online shopping intention using smartphone through the glance of ISE and perceived aesthetics in the Indian context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 21 November 2016

Dandan Ma, Jia Tina Du, Yonghua Cen and Peng Wu

The purpose of this paper is to identify enablers and inhibitors to the adoption of mobile internet services by socioeconomically disadvantaged people: an understudied…

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Abstract

Purpose

The purpose of this paper is to identify enablers and inhibitors to the adoption of mobile internet services by socioeconomically disadvantaged people: an understudied population adversely affected by digital inequality.

Design/methodology/approach

A qualitative study combining a questionnaire and semi-structured interviews. In total, 32 socioeconomically disadvantaged people explored mobile lottery services and subsequently were asked a series of semi-structured questions about their perceptions of the technology.

Findings

Users’ attitudes toward mobile internet services were ambivalent. They experienced some advantages of smartphones (including escaping spatiotemporal constrains, fashionableness, privacy, and cost-effectiveness) and conceived of mobile internet services in terms of social advantages (including their ubiquitous nature, fitting in socially and fear of being “left behind”). However, they also experienced barriers and concerns, such as limited mobile data packages, external barriers from mobile services (including security concerns, complex online help tutorials, irrelevant pop-ups, and a lack of personalized services) and internal psychological barriers (including technophobia, self-concept, and habitus).

Research limitations/implications

The findings are of limited generalizability due to the small size of the sample. However, the study has implications for understanding the acceptance of technology among socioeconomically disadvantaged people.

Social implications

The study has social implications for bridging digital inequality in terms of socioeconomic status.

Originality/value

While previous studies have primarily focused on enablers of adopting mobile internet services by active users, this study reveals both the promise of and the barriers to the use of such services by inactive users who comprise an under-served population.

Details

Aslib Journal of Information Management, vol. 68 no. 6
Type: Research Article
ISSN: 2050-3806

Keywords

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