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

Author

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

Abstract

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.

Suggested Citation

  • Ashraf, Abdul R. & Thongpapanl Tek, Narongsak & Anwar, Ali & Lapa, Luciano & Venkatesh, Viswanath, 2021. "Perceived values and motivations influencing m-commerce use: A nine-country comparative study," International Journal of Information Management, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401221000116
    DOI: 10.1016/j.ijinfomgt.2021.102318
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    Cited by:

    1. Phan, Tien-Thao Cong & Dang, Tri-Quan & Nguyen, Luan-Thanh, 2023. "Consumer trust in social network sites in Vietnam: PLS-SEM-ANN analysis," EconStor Conference Papers 278766, ZBW - Leibniz Information Centre for Economics.
    2. Ying Yu & Tung-Jung Sung, 2023. "A value-based view of the smart PSS adoption: a study of smart kitchen appliances," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 499-527, June.
    3. Zielke, Stephan & Komor, Marcin, 2025. "Why do customers choose online or offline channels? A framework of motives and its application in an international context," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    4. Siyal, Abdul Waheed & Chen, Hongzhuan & Jamal Shah, Syed & Shahzad, Fakhar & Bano, Shaher, 2024. "Customization at a glance: Investigating consumer experiences in mobile commerce applications," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Sohaib Mustafa & Yangyan Shi & Dur e Adan & Wen Luo & Eias Al Humdan, 2026. "Role of environmental awareness & self-identification expressiveness in electric-vehicle adoption," Transportation, Springer, vol. 53(2), pages 861-885, April.
    6. Tianyang Huang, 2023. "Using SOR framework to explore the driving factors of older adults smartphone use behavior," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    7. Tri-Quan Dang & Luan-Thanh Nguyen & Dang Thi Viet Duc, 2025. "Impulsive Buying and Compulsive Buying in Social Commerce: An Integrated Analysis using the Cognitive-Affective-Behavior Model and Theory of Consumption Values with PLS-SEM," SAGE Open, , vol. 15(2), pages 21582440251, May.
    8. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
    9. Pal, Shounak & Biswas, Baidyanath & Gupta, Rohit & Kumar, Ajay & Gupta, Shivam, 2023. "Exploring the factors that affect user experience in mobile-health applications: A text-mining and machine-learning approach," Journal of Business Research, Elsevier, vol. 156(C).
    10. Li Xu & Yide Sun & Yuan-Teng Hsu & Ya-Ling Chiu, 2025. "The effects of personalized recommendations on perceived switching costs: The mediation roles of customer satisfaction and habits," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-16, December.
    11. Yu, Zeren & Gong, Mengying & Wang, Jinyu & Zuo, Zhenzhen, 2025. "Global online shopping as a catalyst for intercultural sensitivity: Evidence from 69 countries," Technological Forecasting and Social Change, Elsevier, vol. 221(C).
    12. Na Wei & Yikai Liang & Haiqing Wang & Mengqing Liu, 2025. "Analysis of mobile fintech adoption based on perceived value and risk theory: findings from PLS-SEM and fsQCA," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-22, December.
    13. Phan Cong Thao Tien & Tran Thien Phuc & Nguyen Thi Hai Binh, 2023. "A hybrid SEM/ANN analysis to understand youtube video content's influence on university students' eLearning acceptance behavior," EconStor Conference Papers 279146, ZBW - Leibniz Information Centre for Economics.

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