Mobile devices are ubiquitous in the lives of modern consumers, who use them forinformation-seeking and purchasing activities, fostering the emergence of m-com-merce. This trend has been exacerbated by the COVID-19 pandemic, which hasboosted m-commerce growth in both developed and developing countries. Hence,there is a need for cross-cultural research concerning the factors affecting beha-vioural intentions. Drawing upon the hedonic information systems model, we mea-sure the impact of utilitarian factors on satisfaction, repurchase intention, andeWOM through the mediation of enjoyment across two countries characterized bydifferent stages of m-commerce readiness and culture: China and Italy. Findings sug-gest that the impact of utilitarian factors on satisfaction is stronger among Italianusers than Chinese users. On the contrary, for Chinese users, who use their mobilephones as a primary device to shop online, the mediation effect of enjoyment on sat-isfaction and eWOM is stronger. With this study, we contribute to cross-culturalresearch in m-commerce and provide guidelines to mobile retailers operating indiverse international markets.

Hu, L., Filieri, R., Acikgoz, F., Zollo, L., Rialti, R., The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis, <<INTERNATIONAL JOURNAL OF CONSUMER STUDIES>>, 2022; (N/A): 1-16. [doi:10.1111/ijcs.12868] [http://hdl.handle.net/10807/215444]

The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis

Hu, Lala
;
2022

Abstract

Mobile devices are ubiquitous in the lives of modern consumers, who use them forinformation-seeking and purchasing activities, fostering the emergence of m-com-merce. This trend has been exacerbated by the COVID-19 pandemic, which hasboosted m-commerce growth in both developed and developing countries. Hence,there is a need for cross-cultural research concerning the factors affecting beha-vioural intentions. Drawing upon the hedonic information systems model, we mea-sure the impact of utilitarian factors on satisfaction, repurchase intention, andeWOM through the mediation of enjoyment across two countries characterized bydifferent stages of m-commerce readiness and culture: China and Italy. Findings sug-gest that the impact of utilitarian factors on satisfaction is stronger among Italianusers than Chinese users. On the contrary, for Chinese users, who use their mobilephones as a primary device to shop online, the mediation effect of enjoyment on sat-isfaction and eWOM is stronger. With this study, we contribute to cross-culturalresearch in m-commerce and provide guidelines to mobile retailers operating indiverse international markets.
Inglese
Hu, L., Filieri, R., Acikgoz, F., Zollo, L., Rialti, R., The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis, <<INTERNATIONAL JOURNAL OF CONSUMER STUDIES>>, 2022; (N/A): 1-16. [doi:10.1111/ijcs.12868] [http://hdl.handle.net/10807/215444]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/215444
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