Building Usage Attitude for Mobile Shopping Applications: an Emerging Market Perspective

Abstract

Mobile commerce has gained pace in recent years, providingan extended interaction channel between consumers and online retailers. Regardless of a significant increase in mobile internet usage, the adoption of mobile e-commerce (MC) services has not been as far-reached in the growing economies of the world. Recently, research in the e-commerce applied Technology Acceptance Model (TAM) indicated contradicting results.Some research studies found perceived usefulness has a significant effect on online purchase attitude, whereas in another study it was insignificant. We understand this, among many other factors, to be a consequence of the different levels of internet usage and its penetration in the region. We performed this study in Pakistan origin, a growing economy, where internet usage has significantly increased in the last decade or so. The e-commerce industry reviews pointed out that low consumer trust and poor logistics might be the key constraints in B2C mobile e-commerce adoption in Pakistan. Based on these grounds we adapted TAM by including consumer trust belief in mobile e-commerce and excluding perceived ease of use, as many research studies reported it insignificant for online shopping context. The proposition developed that trust in online shopping has an impact on improved perceptions about the usefulness of this interaction channel between online buyers and sellers. This positive usage attitude facilitates favorable online purchase intentions. The research conducted based on empirical evidence from Pakistan, and the model was developed on the bases of TAM, consumer trust in MC, and perceived usefulness and trust in mobile e-commerce. An online questionnaire survey was distributed to gather responses. Data analysis was performed with the partial least square technique or structured equation modeling. The research findings show that belief in trustworthiness of e-commerce has a more significant impact on usage attitude for mobile e-commerce as compared to PU. This implicates that online retailers in Pakistan should focus more on developing trust of their prospects by providing trust cues and other trust-building mechanisms. The research model empirically studied on evidence from Pakistan was first of its kind . In the future, the research can be conducted on specific categories of items (such as apparel fashion, technology base products) or services (such as traveling, hotels) developing effective strategies for retailers in B2C mobile e-commerce.

Security as a key factor for the smart city, citizens’ trust, and the use of technologies

“…The effect of technology in smart cities can boost its value and advantages and make its intention to use stronger. However, as observed by mediation (M3; β = 0.204; p < 0.001), the perception of technology's subjective security of individuals is what enables greater confidence in the propensity to use technology in smart cities (Mushtaq et al, 2019).…”

“…In this way, it is mainly applied in the context of relations between user and technology since there are not always clear rules and regulations, as trust is decisive for this link to be established. In the context of technology, trust is consolidated in the personal guarantee that the institution behind the service (or product) will fulfill its obligations, will behave as expected (it will not take advantage of vulnerabilities), and will value the satisfaction and well-being of the customer (the user's expectations will be delivered) (Mushtaq, Jingdong, Ahmed, & Ali, 2019). In this way, it is considered that trust plays an essential role in subjective security and the adoption of technology in smart cities, so we formulated the following hypotheses:…”

Elementos relacionados con la satisfacción del consumidor del m-commerce de la ciudad de Tijuana

“…2017) enfatizan que, con presencia cada vez más notoria de los teléfonos inteligentes y dispositivos móviles en la vida cotidiana de las personas, se han creado sistemas de seguridad para que las personas realicen sus operaciones de pago sin temor al fraude. De acuerdo con Mushtaq et al (2019), uno de los elementos para incentivar la fidelidad del consumidor es la garantía de encontrarse con una compra segura. Con base en los resultados de la investigación que se presentan en la figura 5, todos los ítems de la dimensión de seguridad de la plataforma o app móvil tienen buenas valoraciones por los consumidores del m-commerce de Tijuana, siendo que las evaluaciones están por encima de cuatro en la escala de Likert de tamaño cinco.…”

“…Wan-Rung, Yi-Hsien y Kuang-Husn (2017) señalan que, con la popularización de los teléfonos inteligentes y dispositivos móviles, han aparecido diferentes tipos de aplicaciones que requieren del cuidado especial para que las personas confíen en realizar sus operaciones empleando las diferentes opciones de pago sin temor al fraude. Cabe destacar que la confianza y fidelidad de compra del consumidor podrá ser obtenida conforme se cumplan las expectativas de una compra segura, así como la capacidad de respuesta para solucionar y dar seguimiento a las exigencias de los usuarios (Mushtaq, Jingdong, Ahmed y Ali, 2019). Los tres autores citados anteriormente aplicaron en su estudio modelo de ecuaciones estructurales.…”

“…Seguimiento durante y posterior a la compra: consejos útiles durante la compra, seguimiento posventa, chat para atención al cliente, evaluación del producto posterior a la compra, eficiencia de los canales de comunicación con el cliente, opciones convenientes para devolver los artículos (Zheng et al, 2019;Huang et al, 2019;Hsieh et al, 2021;Vigo y Quintana, 2020). Dimensión 4. seguridad brindada por la plataforma o app móvil: cuidado de la privacidad, proceso claro para el manejo de devoluciones, garantía de compra, políticas de compras muy bien definidas (Huang et al, 2019;Chiang-nan et al, 2019;Wan-Rung et al, 2017;Mushtaq et al, 2019).…”