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

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Show simple item record Ashraf, AR en Thongpapanl, NT en Menguc, B en Northey, Gavin en 2017-10-02T21:24:09Z en 2017 en
dc.identifier.citation Journal of International Marketing, 25(2):25-51, 2017 en
dc.identifier.issn 1069-031X en
dc.identifier.uri en
dc.description.abstract 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. en
dc.language English en
dc.publisher American Marketing Association en
dc.relation.ispartofseries Journal of International Marketing en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from en
dc.rights.uri en
dc.title The Role of M-Commerce Readiness in Emerging and Developed Markets en
dc.type Journal Article en
dc.identifier.doi 10.1509/jim.16.0033 en
pubs.issue 2 en
pubs.begin-page 25 en
pubs.volume 25 en
dc.rights.holder Copyright: American Marketing Association en en
pubs.end-page 51 en
pubs.publication-status Published en
dc.rights.accessrights en
pubs.subtype Article en
pubs.elements-id 633283 en Business and Economics en Marketing en
dc.identifier.eissn 1547-7215 en
pubs.record-created-at-source-date 2017-06-28 en

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