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Predicting m-shopping in the two largest m-commerce markets: The United States and China

Ertz Myriam, Jo Myung-Soo, Kong Ying et Sarigöllü Emine. (2021). Predicting m-shopping in the two largest m-commerce markets: The United States and China. International Journal of Market Research, p. 147078532110230.


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This research examines the factors affecting consumers’ mobile shopping (m-shopping) intentions in China and the United States. Drawing on the hedonic-motivation system adoption model (HMSAM), it is proposed that perceived ease of use affects m-shopping intentions; furthermore, this relationship is mediated by perceived usefulness, perceived enjoyment, and control. A survey-based cross-sectional analysis involving a total of 720 respondents constitutes the methodology of this study. In the United States, 409 responses from American citizens or residents were obtained from surveys administered online by MTurk. In China, 311 responses from Chinese consumers were obtained from surveys administered online by Sojump. Perceived usefulness, an extrinsic motive, directly affects behavioral intentions, especially for Chinese consumers, and this effect is also much stronger and complemented by an indirect effect for the Chinese (relative to American) consumers. In contrast, intrinsic motives of joy and control, which are strongly affected by perceived ease of use, do not influence intentions in either market. However, joy exerts an indirect influence on m-shopping intentions, but only for Chinese consumers. These results pertain to the specific context of m-shopping and establish further the importance of distinguishing between utilitarian and hedonic factors, especially across different markets.

Type de document:Article publié dans une revue avec comité d'évaluation
Pages:p. 147078532110230
Version évaluée par les pairs:Oui
Identifiant unique:10.1177/14707853211023036
Sujets:Sciences sociales et humaines > Sciences de la gestion
Sciences sociales et humaines > Sciences de la gestion > Marketing
Département, module, service et unité de recherche:Départements et modules > Département des sciences économiques et administratives > Module des sciences de l'administration
Mots-clés:hedonic-motivation system adoption model, mobile commerce, mobile shopping, perceived ease of use, perceived enjoyment, perceived usefulness
Déposé le:09 sept. 2021 21:53
Dernière modification:09 sept. 2021 21:53
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