Title: The effects of differences between e-commerce and m-commerce on the consumers' usage transfer from online to mobile channel

Authors: Yuzhi Cao; Yaobin Lu; Sumeet Gupta; Shuiqing Yang

Addresses: Postdoctoral Workstation, Shenzhen Press Group, Shenzhen 518009, China ' School of Management, Huazhong University of Science and Technology, Wuhan 430074, China ' Operations and Systems Area, Indian Institute of Management Raipur, Raipur 492015, India ' School of Information, Zhejiang University of Finance and Economics, Hangzhou 310018, China

Abstract: From the perspective of perceived differences in technology and value between mobile commerce and Internet-based electronic commerce, the study establishes the model of consumers' usage transfer behaviour from online to mobile channel. Based on a sample of 323 respondents, we conduct logistic regression analysis. The results indicate that perceived differences in technology, namely, perceived differences in end user devices and communication network, have significantly positive impacts on transferring usage from online to mobile channel. The results also show that perceived differences in value, that is, perceived differences in convenience perceptions, personalisation perceptions, and risk perceptions, influence consumers' usage transfer from online to mobile channel significantly. Among all the factors, the effect of perceived difference in risk perceptions is negative. Managerial implications for practitioners and researchers are discussed to promote consumers' usage transfer from online to mobile channel and enhance consumers' use of mobile services.

Keywords: usage transfer; risk perception; convenience perception; personalisation perception; e-commerce; m-commerce; electronic commerce; mobile commerce; consumer usage; online channels; mobile channels; mobile communications; mobile services; m-services; perceived value; perceived convenience.

DOI: 10.1504/IJMC.2015.065890

International Journal of Mobile Communications, 2015 Vol.13 No.1, pp.51 - 70

Received: 14 Jan 2013
Accepted: 08 Sep 2013
Published online: 29 Nov 2014 *

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