Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage

Despite the remarkable growth and promising future of mobile commerce, research has paid little attention so far to the factors that determine its perceived value across developing countries. This study advances marketing literature, focusing on technology adoption and acceptance, by providing a framework that incorporates a mode-specific enabler – ubiquity (time convenience and accessibility) – and two deterrents – perceived risk (financial risk and performance risk) and perceived cost – as antecedents of perceived value across developing countries. The moderating role of consumer innovativeness is also investigated, due to the pervasiveness of consumer innovativeness in adopting and using new technologies. The results reveal that ubiquity has a positive impact on value, while risk and cost have a negative influence. The authors also find that innovativeness moderates the relationships between identified antecedents and value, apart from the relationship between cost and value. The results further show that value positively affects actual usage, and is strengthened by consumer innovativeness.