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

摘要: AbstractAlthough mobile commerce (m-commerce) growth provides ample potential for retailers around the globe, several studies have shown that it has failed to attract customers across different countries. This study advances literature by comparing m-commerce customers’ behavioral intentions and actual behaviors using data from 812 users four countries (Australia, India, United States, Pakistan). context offers a unique opportunity understanding how consumers’ differ disparate national markets. The authors propose conceptual framework linking users’ (intentions usages) key drivers (ubiquity habit), they develop hypotheses about moderating roles of readiness habit in these linkages. results reveal important asymmetries between stage habit: at an early assign more importance ubiquity relative h...