The moderation effects of mobile technology advancement and system barrier on m-commerce channel preference behavior

Mobile commerce, or m-commerce, has quickly become a powerful, indispensable approach for diverse business to consumer (B2C) industries to secure technology-oriented, risk-taking N-generation customers. However, their behavioral preferences have not been investigated in-depth, as most practitioners believe m-commerce consumers are merely a frontier group of e-commerce consumers, and not unique service consumers with distinct characteristics. This study examines m-commerce consumers’ unique behavioral aspects by conducting thorough theoretical research based on an integrated framework that includes the IS success, web satisfaction, and B2C channel preference models. We first construct an integrated model to analyze the fundamental roles of information system quality in an m-commerce context. A set of hypotheses are then tested and studied to verify the moderation effects of ubiquity, localization, personalization (mobile attributes), and cognitive effort (system barriers) on the newly established relationships. The statistical results are obtained using a survey data of 503 consumers with m-commerce service experiences in Korea, a leading m-commerce country. Finally, the results are analyzed and interpreted to identify m-commerce consumers’ perceived service quality levels, as well as their comparative differences against e-commerce consumers. We believe that both researchers and practitioners will benefit from this research, in that it not only isolates a prioritized list of key determinants of m-commerce success, but also highlights the necessity of continuous research effort regarding future market orientations.

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