Perceived values and motivations influencing m-commerce use: A nine-country comparative study

Abdul R. Ashraf, Narongsak Thongpapanl Tek, Ali Anwar, Luciano Lapa, Viswanath Venkatesh

Research output: Contribution to journalArticlepeer-review

41 Scopus citations


Mobile commerce (m-commerce) has become increasingly important for organizations attempting to grow revenue by expanding into international markets. However, for multinational mobile retailers (m-retailers), one of the greatest challenges lies in carefully managing their websites across multiple national markets. This work advances cross-national research on m-retailing by (1) examining how value dimensions shape m-shoppers’ motivations, (2) analyzing differential effects of hedonic and utilitarian motivations on intention and habit, and (3) examining the competing roles of conscious (intentional) and unconscious (habitual) m-commerce use drivers across developed and developing countries. This research also examines the moderating role of m-commerce readiness at the country level on the effect of motivation on intention and habit, along with their impact on m-commerce use. Based on data from 1,975 m-shoppers in nine countries (Australia, Bangladesh, Brazil, India, Pakistan, Singapore, the United Kingdom, the United States, and Vietnam) across four continents, the results demonstrate differential relationships: consumers at an advanced (early) readiness stage are more likely to be hedonism-motivated (utility-motivated) when using m-commerce and tend to use it intentionally/consciously (habitually/unconsciously). In addition to advancing knowledge about m-commerce from a scientific perspective, the findings can help multinational firms decide whether to standardize or adapt m-shopping experiences when internationalizing.

Original languageEnglish (US)
Article number102318
JournalInternational Journal of Information Management
StatePublished - Aug 2021

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Information Systems
  • Computer Networks and Communications
  • Marketing
  • Information Systems and Management
  • Library and Information Sciences
  • Artificial Intelligence

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