Literature review on M-Commerce
Mobile commerce refers to a new trend of business that has been adopted by many business organizations in the world, especially following the advancement of current digital technology. The study presents the exploration of the literature reviews based on the adoption of the model of the mobile phone of commerce. A considerable number of studies have been done in support of the application and approval of mobile-based business (Verkijika, 2018). This is due to the aspect of technology adoption that cuts across all sectors of production, marketing, and manufacturing worldwide.
The discovery of mobile and telephone communication devices with competent internet connection abilities and intense applications connected to the digital world has laid a strong foundation for the use of mobile phones in the sectors of development like commerce. This is through means like an advertisement of the products produced by many business organizations hence improving marketing strategies. Based on the extensive use of the technology acceptance methods, this study was conducted in helping analyses the impacts of M-commerce on the business sector (Yadav, Sharma & Tarhini, 2016).
Regarding the application of mobile phones in business like banking and payment of bills, the world has turned into a global village, and this has improved the nature of services provided via mobile phones application and credit cards. The safety and efficiency associated with the use of these applications are very commendable, and this is an indicator of the developing world (Gupta & Arora, 2017). Therefore, the business world has embraced the adoption of m-commerce as a security measure.
According to (Aydin & Burnaz, 2016), on the adoption of mobile wallet payments, there are several factors cited by the authors regarding the approval of the attitudes towards the use of mobile payment systems. Ease of use, effectiveness, and the natures of business organizations in Turkey were among the main factors influencing the adoption. The security and social, cultural diversity were not cited as the leading cause of the enactment of this technology. However, there were differences between the users and the non-user of this m-commerce.
An increase in population has posed a considerable risk in accessing some services, mostly those offered under the government baseline. Congestion in government offices and other institutions of business has become a significant challenge in the current world. Therefore, many people have shifted in using mobile phones even from their workplaces and homes in accessing essential services like payment of bills in businesses like supermarkets and even transactions (Asongu, 2018). The connection of applications to our mobile phones has played a critical role in smoothening these services.
Based on a study conducted by (Chen & Yang, 2017), the pattern of adoption of mobile commerce is changing, and its effects on the business strategies have profoundly influenced the business activities together with government intervention since the government plays a critical role in the business sector. Studies done supporting and elaborating the factors affecting the adoption of M-commerce in developed countries shows that consumer purchasing power and demographic aspect are one of the main factors affecting the m-commerce. These are consumer-related factors, and they play a significant role in the commerce sector (Tarhini et al., 2019). Other factors like perceived ease of use, perceived usefulness, usefulness, enjoyment, innovativeness, and trust have contributed to the adoption of m-commerce. This is based on the empirical analysis of the diverse nature of mobile phone use among consumers and business organizations. The outcomes of the structural equation modeling, the self- effectiveness has shown the most significant impacts on the adoption of mobile commerce.
Concerning the analysis of various demographic factors like age, sex, income level, and employment status, the use of the adoption of mobile phone commerce has been highly dependent on these factors. This is because, in a population where many people are medium to high-income earners plus the strictness of the employment status, many will prefer the use of online shopping and advertisements for their products (Sun & Chi, 2018). This study was based on the empirical research of consumers in China. Therefore, demographic factors impact profoundly on the adoption of m-commerce.
Based on the analysis of determinants for adoption of mobile commerce in both small and medium-sized business conducted in Vietnam, perceived benefit, security customer’s preparedness, innovativeness, government support and recognized compatibility form the basis for the adoption of mobile phone commerce in Vietnam (Chau, Deng & Tay, 2020). This means that business organizations and consumers are willing to adopt mobile commerce due to the listed factors.
Based on the analysis of the social factors affecting the adoption of the m-commerce in the societies, the theory of technology adoption can be used in the context of the mobile commerce sector and yield similar barriers and factors for adoption. Therefore, the consumer behavior and the factors determining the adoption of this technology is done using the theory like technology acceptance model (TAM). Regarding the developed countries, their prowess in the development of mobile commerce software is very high. As a result of this advancement in technology, they have found it applicable in adopting this method. The aspect of behavior intention and conduct has also proved to be the driving factor for the adoption of m-commerce in many developed countries (Dongmo et al., 2020). This means that many countries have persons with positive intentions and motives towards the use of m-commerce like online shopping and the use of WhatsApp and e-marketing.
The government is a body that controls all the affairs in a particular geographical area can influence the adoption of various means of doing business. This phenomenon makes the government policies to be very significant in any business organizations. They can be favorable or unfavorable based on their formulations (Chen & Yang, 2017). Analysis of the impacts of cross border electronic commerce and indicates that it enhances the growth of foreign trade, which fostering unity.
Author context Moderator Brief result D.V I.V year
Asongu, S.A Condition determinants of mobile phones penetration and mobile banking in sub-Saharan Africa The results indicated that mobile banking is well linked with trade in contemporary specifications Mobile phone penetration Mobile phone/banking determinants 2018
Aydin and Burnaz Adoption of mobile payment systems The efficiency of use and the ease of use were the factors for adoption of mobile wallets. Use Intention INO,EAS,CMP
USE,SEC,REW
SOC 2016
Chau and Deng Critical determinant of mobile commerce adoption in Vietnamese SMEs Perceived security, government support and organized readiness were the results of the adoption Mobile commerce adoption intention SMEs; Technology; Management; Organization; Environment 2020
Cheng and Yang Mechanisms of government policies in cross-border e-commerce on firm performance and implication on m-commerce Cross border e-commerce should include business mode innovation not just technological innovation 2017
Dongmo, frank and wamba Mobile commerce adoption in developing countries The results showed no significant moderation effect of gender and age when verifying the effects of the research hypothesis on m-commerce adoption Mobile commerce adoption; Behavioral intention Variety of Services; Social influence; Perceived costs 2020
Gupta and Arora Consumer adoption m-banking “Reasons for” and “reasons against” have influenced on m-banking. Attitude toward adoption; Adoption intention Reasons for adoption; value of change; reasons against adoption 2017
Ho and Yang Factors affecting users mobile technology usage intentions There are four reasons why individuals cannot scan QR codes and six factors limited to usage which explains the customers crucial to future usage 2017
Heinze, J., Thomann, M., & Fischer, P Ladders to m-commerce resistance Insufficiency of services and system components are the main barrier for adoption Channel knowledge; self-knowledge 2017
Hsu, C. W., & Yeh Understanding the critical factors for successful M-commerce adoption Increase in mobile phones has led to adoption of m-commerce Technology acceptance Dimension & Criteria of decision making 2018
Liébana-Cabanillas, F., Marinković, V., & Kalinić, Z. A SEM-neural network approach for predicting antecedents of m-commerce acceptance Perceived ease of use and trust are among the factors affecting the adoption of m-commerce Behavior intention Perceived usefulness; Perceived ease of use; Trust; Mobility; Customization; Customer involvement 2017
Rana, N. P., Barnard, D. J., Baabdullah, A. M., Rees, D., & Roderick, S. Exploring barriers of m-commerce adoption in SMEs in the UK Perceived risk is the driving barrier of m-commerce adoption ISM process SMEs 2019
Roy, S., & Moorthi Technology readiness, perceived ubiquity and M-commerce adoption Privacy concerns Perceived ubiquity and technology readiness are among the factors affecting m-commerce adoption M-commerce adoption technology readiness; Perceived ubiquity; usefulness; ease of use 2017
Sun, J., & Chi, T Key factors influencing the adoption of apparel mobile commerce Perceived usefulness, perceived ease of use and compatibility affects adoption of m-commerce in Chinese consumers. Intention to use Perceived usefulness; Perceived ease of use; Subjective norm; compatibility 2018
Tarhini, A., Alalwan, A. A., Shammout, A. B., & Al-Badi An analysis of the factors affecting mobile commerce adoption in developing countries Consumer behavior intention towards m-commerce adoption was significantly influenced by information quality, habit, performance and trust. 2019
Yadav, R., Sharma and Tarhini A multi-analytical approach to understand and predict the mobile commerce adoption Social influence , perceived trust have significant influence consumers adoption of m-commerce. Mobile commerce adoption Social influence; Variety of services; Perceived Cost; Trust; 2016
Verkijika Factors influencing the adoption of mobile commerce applications in Cameroon Behavioral intention and geographical location affects the adoption of m-commerce Intention to adopt; intention to use Performance Expectancy; effort; social influence; facilitating conditions; price value 2018
Vignoli Branding strategies and social media influence on the consumers shopping behavior as the keys to success in the Chinese beauty market The social media plays a critical role on consumer adoption of m-commerce 2018
Wan, W. S., Dastane, O., Satar, M., Safie, N., & Ma’Arif Mobile social networking Perceived ease and use of mobile social networking affected adoption of m-commerce Intention to use Convenience; simplicity; security; 2019
2.3. The Role of Perceived Security in Mobile Commerce
According to (Xu, 2013), mobile commerce continues to grow significantly globally. The utilization of mobile commerce is increasing due to current advancements in technology. However, since mobile commerce is associated with enormous security risks, top managers and dealers in mobile commerce are particularly concerned about security issues in the industry. However, security concerns have not affected the attitude of mobile users towards the use of secondary information.
Mobile devices readily dispatch the location of an individual to network operators. Therefore, the most frequent security concern is the potential to trace the movements and the activities of individuals who use mobiles (Vasileiadis, 2014). As a result, there are concerns that mobile telephony providers who trace the location of their consumers through the use of GSM, WLAN, and GPS should address the security issues concerning the creation of technologies based on location tracking. This is important because both the locations of the users and the preferences of the users are tracked. Such increases the risk of misuse and personalization of the available data.
Over the development of mobile commerce, consumers’ concern has been about two fundamental issues. First, there is a possibility of access to the personal information because of inadequate internal security management or security breaches. Second, consumers worry about the threat of secondarily using their information or sharing their data with other users without their permission (Zhang et al., 2013). These two factors integrate both the transaction data of the consumers and the information consumers use when creating their profile. Data privacy invasion involves loss of control over data. Mobile users often enquire about matters that pertain to information security and confidentiality. Users believe that they should control over sharing their personal information.
However, if customers would be alerted over the misuse of personal and financial information and potential loss of data, it is unlikely that they would embrace mobile banking. For example, a study indicated that 57% of people who use specific mobile applications uninstall them because of concerns about having to reveal their personal information (FTC, 2013). Also, other users refused or declined to install an application due to similar concerns. A survey done in 2011 reported that less than one-third of mobile users control the use of their personal information. However, the lack of interest in privacy issues and confidentiality of data leads to untrustworthiness in the industry.
On the contrary, according to (Hoofnagle et al., 2012), there is the possibility of improved security when using mobile transactions. For instance, when using credit cards, consumers often use a similar pin severally without using personal identification details or numbers. Therefore, there is no possibility of assurance that the credit card holder keeps them secure and safe. Companies that use mobile payment services could use data about the consumer, such as location and or one-time account identifiers, for the verification of the clients to ensure secure transactions. Thus, effective and cautious formulation of such security measures can cause an enormous reduction in the potential for the utilization of credit cards that are stolen. There could also be a reduction in the incidences of harm caused by in-person credit card fraud.
(Gitau & Nzuki, 2015) state that the confidence of a consumer about the privacy and security of a system may significantly influence whether or not they will adopt and use m-commerce. The study maintains that trust is the most significant determinant of the use of mobile commerce. Therefore, the building of trust between the service provider and the customer will increase the likeliness of individuals to use available mobile commerce services.
Reference (Adoption on M-Commerce):
1. Asongu, S. A. (2018). Conditional determinants of mobile phones penetration and mobile banking in Sub-Saharan Africa. Journal of the Knowledge Economy, 9(1), 81-135.
2. Aydin, G., & Burnaz, S. (2016). Adoption of mobile payment systems: A study on mobile wallets. Journal of Business Economics and Finance, 5(1), 73-92
3. Chau, N. T., Deng, H., & Tay, R. (2020). Critical determinants for mobile commerce adoption in Vietnamese small and medium-sized enterprises. Journal of Marketing Management, 1-32.
4. Chen, N., & Yang, J. (2017). Mechanism of government policies in cross-border e-commerce on firm performance and implications on m-commerce. International Journal of Mobile Communications, 15(1), 69-84.
5. Dongmo, F. W. N., Kamdjoug, J. R. K., & Wamba, S. F. (2020). Mobile Commerce Adoption in a Developing Country: Driving Factors in the Case of Cameroon. In ICT for an Inclusive World (pp. 275-288). Springer, Cham.
6. Gupta, A., & Arora, N. (2017). Consumer adoption of m-banking: a behavioral reasoning theory perspective. International Journal of Bank Marketing.
7. Ho, C. T. B., & Yang, J. M. D. (2017). Factors affecting users’ mobile technology usage intentions: an example of QR code scanning for mobile commerce. International Journal of Mobile Communications, 15(2), 185-209.
8. Heinze, J., Thomann, M., & Fischer, P. (2017). Ladders to m-commerce resistance: A qualitative means-end approach. Computers in Human Behavior, 73, 362-374.
9. Hsu, C. W., & Yeh, C. C. (2018). Understanding the critical factors for successful M-commerce adoption. International Journal of Mobile Communications, 16(1), 50-62.
10. Liébana-Cabanillas, F., Marinković, V., & Kalinić, Z. (2017). A SEM-neural network approach for predicting antecedents of m-commerce acceptance. International Journal of Information Management, 37(2), 14-24.
11. Rana, N. P., Barnard, D. J., Baabdullah, A. M., Rees, D., & Roderick, S. (2019). Exploring barriers of m-commerce adoption in SMEs in the UK: Developing a framework using ISM. International Journal of Information Management, 44, 141-153.
12. Roy, S., & Moorthi, Y. L. R. (2017). Technology readiness, perceived ubiquity and M-commerce adoption. Journal of Research in Interactive Marketing.
13. Sun, J., & Chi, T. (2018). Key factors influencing the adoption of apparel mobile commerce: an empirical study of Chinese consumers. The Journal of the Textile Institute, 109(6), 785-797.
14. Tarhini, A., Alalwan, A. A., Shammout, A. B., & Al-Badi, A. (2019). An analysis of the factors affecting mobile commerce adoption in developing countries. Review of International Business and Strategy.
15. Yadav, R., Sharma, S. K., & Tarhini, A. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of enterprise information management.
16. Verkijika, S. F. (2018). Factors influencing the adoption of mobile commerce applications in Cameroon. Telematics and Informatics, 35(6), 1665-1674.
17. Vignoli, L. (2018). Branding strategies and social media influence on the consumers shopping behaviour as the keys to success in the Chinese beauty market (Bachelor’s thesis, Università Ca’Foscari Venezia).
18. Wan, W. S., Dastane, O., Satar, M., Safie, N., & Ma’Arif, M. Y. (2019). What WeChat can learn from WhatsApp? Customer value proposition development for mobile social networking (MSN) apps: a case study approach. Journal of Theoretical and Applied Information Technology.
Reference (on Perceived Security):
1. Federal Trade Commission. (2013). Mobile Privacy Disclosures: Building Trust Through Transparency (FTC Staff Report).
2. Gitau, L., & Nzuki, D. (2014). Analysis of determinants of m-commerce adoption by online consumers. International Journal of Business, Humanities, and Technology, 4(3), 88-94.
3. Hoofnagle, C. J., Urban, J. M., & Li, S. (2012). Mobile payments: Consumer benefits & new privacy concerns. Available at SSRN 2045580.
4. Vasileiadis, A. (2014). Security concerns and trust in the adoption of m-commerce. Socialinės Technologies, 4(01), 179-191.
5. Xu, H. (2013). The effect of perceived security on consumers’ intent to use: Satisfaction and loyalty to M-Commerce in China. Journal of Electronic Commerce in Organizations (JECO), 11(4), 37-51.
6. Zhang, R., Chen, J. Q., & Lee, C. J. (2013). Mobile commerce and consumer privacy concerns. Journal of Computer Information Systems, 53(4), 31-38.
First of all, there are only a few studies that investigated the phenomena related to m-commerce via social media mini-app in the context of Chinese social media WeChat.
Second, I reviewed some articles on the apps (gaming apps) installed within social media (Facebook).
Third, more broadly, I reviewed the literature on the factors influencing adoption of mobile-commerce in general.
I have reviewed ** articles published between ~ yr and ~ yr and table 1 summarizes my literature review. Based on this literature review, I have found the followings.
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