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

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