The Role of M-Commerce Readiness in Emerging and Developed Markets

Journal of International Marketing - Tập 25 Số 2 - Trang 25-51 - 2017
Abdul R. Ashraf1, Narongsak Thongpapanl2, Bülent Mengüç3, Gavin Northey4
1Goodman School of Business, Brock University.
2Goodman School of Business, Brock University, and Research Fellow, Research Administration Center, Chiang Mai University.
3Marketing Division, University of Leeds.
4Business School, University of Auckland. Kelly Hewett served as guest editor for this article.

Tóm tắt

Although mobile commerce (m-commerce) growth provides ample potential for retailers around the globe, several studies have shown that it has failed to attract potential customers across different countries. 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, the United States, and Pakistan). This context offers a unique opportunity for understanding how m-commerce consumers’ behaviors differ across disparate national markets. The authors propose a conceptual framework linking m-commerce users’ behaviors (intentions and actual usages) to key drivers (ubiquity and habit), and they 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 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. The authors outline how m-retailers operating across developed and developing countries should adapt their marketing strategies to customers at different m-commerce readiness stages.

Từ khóa


Tài liệu tham khảo

10.1111/j.1559-1816.1998.tb01681.x

10.2307/249577

10.1016/0749-5978(91)90020-T

10.1016/j.intmar.2012.09.003

10.1177/002224299405800304

10.1037/0033-2909.103.3.411

10.1016/j.intmar.2015.09.004

10.1509/jim.14.0065

Auh Seigyoung, 2015, Journal of the Academy of Marketing Science, 44, 1

10.1177/009207002236910

10.1086/209095

10.1509/jim.15.0010

10.25300/MISQ/2013/37.3.01

10.17705/1jais.00126

10.1057/ejis.2013.36

10.1037/0033-2909.105.3.456

10.1509/jimk.14.4.1

10.1080/02664769922322

Chin Wynne W., 1998, Modern Methods for Business Research, 295, 295

10.1016/j.dss.2012.05.021

10.1016/j.dss.2011.12.001

Clarke Irvine, 2001, Journal of Business Strategy, 18, 133, 10.54155/jbs.18.2.133-148

10.1300/J179v03n02_02

10.1146/annurev-soc-071913-043137

10.2307/249008

10.1287/mnsc.35.8.982

10.1006/ijhc.1996.0040

10.1111/j.1540-5885.2012.00986.x

10.1111/radm.12090

10.1509/jimk.13.2.1.64859

10.1177/002224378101800104

10.1080/10447310902963936

10.4018/joeuc.2003070101

10.1016/j.telpol.2013.10.003

10.1002/bdm.1753

10.1057/palgrave.jibs.8490908

10.2753/MTP1069-6679190202

Harman Harry H., 1976, Modern Factor Analysis

10.1108/S1474-7979(2009)0000020014

10.1177/0022002184015004003

10.1016/j.indmarman.2003.08.015

10.2307/25148694

10.1002/smj.549

10.1300/J042v01n01_07

10.1057/palgrave.ejis.3000711

10.1007/s10796-008-9073-8

10.1016/j.intmar.2015.05.004

10.1016/j.jretai.2006.10.004

10.1002/mar.20294

10.1016/j.intmar.2013.06.004

10.1016/j.im.2010.06.004

Lee Sangjun, 2006, Journal of Computer Information Systems, 46, 124

10.2307/25148781

10.1016/j.im.2008.02.005

10.17705/1jais.00030

10.2307/25148817

10.1016/j.im.2005.08.001

10.1016/j.jretconser.2013.11.002

10.1111/j.1559-1816.1988.tb01189.x

10.1509/jim.14.0127

10.1080/10803548.2007.11073006

10.2753/JOA0091-3367380405

10.1016/j.chb.2012.10.019

10.1016/j.intmar.2012.10.001

10.1111/j.1559-1816.2001.tb02480.x

10.1037/0033-2909.124.1.54

10.1177/109467050024001

10.1177/1094670514539730

10.1080/10864415.2003.11044275

10.1037/0021-9010.88.5.879

10.1016/j.ibusrev.2010.09.003

10.1509/jmr.13.0423

10.1016/j.intmar.2009.02.002

10.1016/j.intmar.2010.02.006

10.1007/s11747-009-0184-7

10.1509/jim.14.0085

10.1086/209528

Straub Detmar, 2004, Communications of the Association for Information Systems, 13, 380

10.1016/j.intmar.2009.07.003

10.2307/20650296

10.1287/isre.6.2.144

10.1108/IntR-12-2012-0244

10.1509/jimk.9.3.1.19928

10.1509/jim.14.0125

Thongpapanl Narongsak (Tek), 2011, Journal of Computer Information Systems, 52, 3

Triandis Harry Charalambos, 1971, Attitude and Attitude Change.

10.1509/jimk.11.2.13.20162

10.2307/30036540

10.2307/41410412

10.1002/(SICI)1099-0992(199709/10)27:5<539::AID-EJSP831>3.0.CO;2-A

10.1111/j.2044-8309.1998.tb01160.x

Wagner Juliane, 2011, International Journal of Mobile Marketing, 6, 28

10.1016/j.im.2006.12.005

10.1300/J042v10n01_06

10.1016/j.jretai.2015.01.002

10.1007/s11747-008-0130-0

10.1002/smj.183

10.1016/j.chb.2012.05.008

10.1007/s10799-011-0111-8

10.1007/s11747-007-0019-3

Thông tin
Thông tin xuất bản

Journal of International Marketing

Tập 25 Số 2

25-51

Thông tin tác giả