Purpose
The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting M-commerce adoption (MA) incorporating the moderating effect of privacy concerns (PC) on the relation between PQ and MA along with the constructs perceived usefulness (PU) and perceived ease of use (PEU).
Methodology
The conceptual model was formulated using a set of qualitative research procedures (four focus group discussions) and tested using two questionnaire-based surveys (with 372 and 431 respondents each) in India. Exploratory and confirmatory factor analyses were conducted followed by structural equation modeling for the quantitative data.
Findings
Results from the quantitative study indicate a significant effect of TR on PQ, PU and PEU. All three latter constructs had a significant effect on MA. A significant moderating effect of PC on the relation between PQ and MA was also observed.
Research implications
The study findings enhance the literature on the antecedents of successful adoption of M-commerce and establish the role of PQ as a significant influencer of MA.
Practical implications
The study findings would enable service providers with a new and relevant model of M-commerce adoption.
Originality
The major contribution of the study is the development and validation of a model that has attitudinal variables related to technology usage and their relations to M-commerce adoption.
This paper provides an approach for branding a service. It accomplishes this by bringing together David Aaker’s brand identity framework, the 7Ps of services marketing and the economic classification of goods. The 7Ps of services are product, price, place, promotion, physical evidence, process and people. The economic classification divides goods into search, experience and credence goods. Typical examples for search, experience and credence goods are a consumer durable, a restaurant and a doctor respectively. The branding efforts needed for each of these goods is different. The approach recommends what should be done in terms of 7Ps for each of the three types of goods and integrates this effort with their branding.
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