Ashraf, AR, Thongpapanl, N, Menguc, B et al. (1 more author) (2017) The Role of M-commerce Readiness in Emerging and Developed Markets. Journal of International Marketing, 25 (2). pp. 25-51. ISSN 1069-031X
Abstract
Although mobile commerce growth shows a promising trend and provides ample potential for retailers around the globe, several studies have shown that m-commerce has so far failed to attract the hearts and minds of potential customers across different countries. Unlike past studies that examine single countries and/or developed markets, this study advances the literature by comparing m-commerce customers' behavioral intentions and actual behaviors using data from 812 m-commerce users across four countries (Australia, India, U.S., and Pakistan). This four-country context offers a unique opportunity for understanding how m-commerce consumers' behaviors differ across disparate national markets. We propose a conceptual framework linking m-commerce users' behaviors (intentions and actual usages) to its key drivers including ubiquity and habit, and develop hypotheses about the moderating roles of m-commerce readiness and habit in these linkages. The results reveal important asymmetries between m-commerce readiness stage and between habit: users at an early m-commerce readiness stage assign more importance to ubiquity relative to habit in influencing purchase intentions, whereas the opposite is true for the users who are at an advanced m-commerce readiness stage. Habit moderates the influence of ubiquity such that its importance in determining intention decreases as the behavior in question takes a more habitual nature. We outline how m-retailers operating across different countries—developed and developing—should adapt their marketing strategies to customers at different m-commerce readiness stages.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016, American Marketing Association. This is an author produced version of a paper published in the Journal of International Marketing. Uploaded with the permission of the publisher. |
Keywords: | Mobile Commerce; Readiness; Habit; Ubiquity; Developed vs. Developing Markets |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 23 Sep 2016 12:48 |
Last Modified: | 25 Oct 2017 02:29 |
Published Version: | https://doi.org/10.1509/jim.16.0033 |
Status: | Published |
Publisher: | American Marketing Association |
Identification Number: | 10.1509/jim.16.0033 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:105105 |