The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis

Abstract

Mobile devices are ubiquitous in the lives of modern consumers, who use them for information‐seeking and purchasing activities, fostering the emergence of m‐commerce. This trend has been exacerbated by the COVID‐19 pandemic, which has boosted m‐commerce growth in both developed and developing countries. Hence, there is a need for cross‐cultural research concerning the factors affecting behavioural intentions. Drawing upon the hedonic information systems model, we measure the impact of utilitarian factors on satisfaction, repurchase intention, and eWOM through the mediation of enjoyment across two countries characterized by different stages of m‐commerce readiness and culture: China and Italy. Findings suggest that the impact of utilitarian factors on satisfaction is stronger among Italian users than Chinese users. On the contrary, for Chinese users, who use their mobile phones as a primary device to shop online, the mediation effect of enjoyment on satisfaction and eWOM is stronger. With this study, we contribute to cross‐cultural research in m‐commerce and provide guidelines to mobile retailers operating in diverse international markets.

Online consumer shopping behaviour: A review and research agenda

“…Some mediating variables used to study online consumer behaviour are satisfaction (Abbes et al, 2020;Holloway et al, 2005; Ozkara et al, 2017;Pappas et al, 2017;Pelet et al, 2020;Schlosser et al, 2006;, purchase ; Y. J. Zanjani et al, 2016), and satisfaction (Eroglu et al, 2003;Hu et al, 2022).…”

“…We compared the evolution of theories in two decades and we see that in the last decade (2011–2021) there was maximum use of dual theory (Ashraf & Thongpapanl, 2015; Badrinarayanan et al, 2012; Erjavec & Manfreda, 2022; Hu et al, 2022; Hwang et al, 2020; K. K. Kim et al, 2019; S. Liao & Chu, 2013; Mahapatra & Mishra, 2022; Martin et al, 2011; Mintz et al, 2013; Y. J. Wang et al, 2011) compared to the previous decade (2000–2010) where only one article had used dual theory (Yoh et al, 2003). Authors have not only used theories to understand consumer psychology but also to understand the cost and risk associated to enter the online market.…”

“…Authors have discovered a range of variables related to online‐shopping. Our review showed some of the common and widely used independent variables (IDV) used to study online consumer behaviour are attitude (Ashraf et al, 2014; Childers et al, 2001; H. Ha & Coghill, 2008; Hansen, 2008; J. Kim & Forsythe, 2008; J. Kim & Forsythe, 2009; S. Kim & Martinez, 2013; Kukar‐Kinney & Close, 2010), perceived ease of use (Abbes et al, 2020; Ashraf et al, 2014; Y. M. Chen et al, 2018; Childers et al, 2001; Faqih, 2016; Hou & Elliott, 2021; Hu et al, 2022; J. Kim & Forsythe, 2008; J. Kim & Forsythe, 2009; Kukar‐Kinney & Close, 2010; Natarajan et al, 2017), perceived usefulness (Abbes et al, 2020; Ashraf et al, 2014; Y. M. Chen et al, 2018; Childers et al, 2001; Faqih, 2016; Hou & Elliott, 2021; J. Kim & Forsythe, 2008; J. Kim & Forsythe, 2009; Kukar‐Kinney & Close, 2010; C. Liao et al, 2010; Natarajan et al, 2017), entertainment/fun value (Abbes et al, 2020; Ashraf et al, 2014; Childers et al, 2001; Hansen & Jensen, 2009; J. Kim & Forsythe, 2008; J. Kim & Forsythe, 2009; Kukar‐Kinney & Close, 2010; Li et al, 2020), experience (Childers et al, 2001; Pappas, 2018; C. Park & Lee, 2009; Singh & Söderlund, 2020), trust (Ashraf et al, 2014; Badrinarayanan et al, 2012; Bandara et al, 2020; Bashir et al, 2018; Faqih, 2016; Furner & Zinko, 2017; Gulfraz et al, 2022; Hossain et al, 2021; Jones & Kim,…”

“…The findings on the dependent variable included purchase intention (Aghekyan‐Simonian et al, 2012; Albert et al, 2014; Ashraf et al, 2014; Badrinarayanan et al, 2012; Bashir et al, 2018; M. L. Chang & Wu, 2012; Y. M. Chen et al, 2018; Chiang & Dholakia, 2003; S. Chung et al, 2018; Dabbous & Barakat, 2020; Driediger & Bhatiasevi, 2019; Fazeli et al, 2020; Furner & Zinko, 2017; Y. Ha & Lennon, 2010; Hossain et al, 2021; Hwang et al, 2020; E. Y. Kim & Kim, 2004; E. J. Lee & Park, 2009; Liu & Forsythe, 2011; Mann & Liu‐Thompkins, 2019; Mannan et al, 2019; Ozkara et al, 2017; Pappas, 2018; Pappas et al, 2017; Pelet et al, 2020; Schlosser et al, 2006; Shih, 2012; Aghekyan‐Simonian et al, 2012; D. Soopramanien, 2011; Yoon, 2002), purchase (Hansen & Jensen, 2009; Y. J. Wang et al, 2011; Zanjani et al, 2016), and satisfaction (Eroglu et al, 2003; Y. Ha & Lennon, 2010; Hu et al, 2022).…”

What drives customers toward proximity payment services? An integrated theory of planned behavior perspective

“…Thus, PMP technology has made it easier for payers to complete transactions even when a reliable network connection is not present by allowing users to keep money in their app wallet. PMP methods also allowed citizens across the globe to make contactless payments during the COVID-19 pandemic (Hu et al, 2022;Shishah & Alhelaly, 2021).…”