Title: Role of ubiquity in m-commerce shopping intentions: a comparative study

Authors: Rao Muhammad Rashid; Qurat Ul Ain Rashid; Cuiqing Jiang; Abdul Hameed Pitafi

Addresses: Department of Management Science, Bahria University Karachi, Pakistan ' School of Public Affairs, University of Science and Technology of China, Hefei, China ' The School of Management, Hefei University of Technology Hefei, China ' The School of Management, Hefei University of Technology Hefei, China

Abstract: The ubiquitous nature of mobile commerce allows consumers to assess information anywhere and anytime. Several studies have shown that it has failed to attract potential consumers across different countries. By considering the ubiquitous nature of mobile commerce (m-commerce), it is worth studying the ubiquity as an essential aspect in consumers' shopping intentions in m-commerce environments. This study examines the role of UTAUT2 by integrating ubiquity in the model to explain consumers' shopping intentions in m-commerce environments in countries having different cultures and at varying levels of m-commerce adoption. While doing so, we also integrate Hofstede's cultural dimensions "Individualism, collectivism, long-term orientation and uncertainty avoidance" as control variables on consumers' shopping intentions in m-commerce environments. The quantitative data was collected from both countries, China (n = 281) and Pakistan (n = 247), and analysed through partial least squares-structural equation modelling (PLS-SEM). Our findings provide empirical evidence that performance expectancy, habit, and ubiquity have a significant effect on consumers' shopping intentions in m-commerce environments.

Keywords: UTAUT2; ubiquity; m-commerce; emerging economies; shopping intentions.

DOI: 10.1504/IJMC.2022.10033835

International Journal of Mobile Communications, 2022 Vol.20 No.2, pp.220 - 241

Accepted: 24 Jun 2020
Published online: 08 Mar 2022 *

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