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

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.