Title: From text messages to WhatsApp: cultural effects on m-commerce service adoption in the UK and Russia
Authors: Julian Bühler; Markus Bick
Addresses: Chair of Business Information Systems, ESCP Europe Business School Berlin, Heubnerweg 8-10, 14059 Berlin, Germany ' Chair of Business Information Systems, ESCP Europe Business School Berlin, Heubnerweg 8-10, 14059 Berlin, Germany
Abstract: Smartphone's and other mobile devices are omnipresent in many people's daily lives. Penetration of mobile devices has caused a significant increase in m-commerce usage, leading to both new opportunities and new challenges for providers. In this cross-cultural study, we investigate Smartphone usage of people from Russia and the UK to identify differences regarding the adoption of 14 prominent m-commerce services. We follow the empirical approach of Harris et al. (2005) and update it with new service items in four main m-commerce categories. Our theoretical foundation rests on the GLOBE study and the UTAUT2 acceptance model. We found that British m-commerce users, compared to Russians, have significantly higher performance expectations for m-commerce services, especially hedonic services. Social surroundings play a minor role in both countries during the decision-making process.
Keywords: mobile commerce; cross-cultural study; UK; Russia; GLOBE study; UTAUT2; smartphones; instant messaging; WhatsApp; short message service.
International Journal of Mobile Communications, 2019 Vol.17 No.4, pp.441 - 464
Received: 22 Jul 2017
Accepted: 24 Jun 2018
Published online: 03 Apr 2019 *