Ashraf, Abdul R.Tek, Narongsak ThongpapanlAnwar, AliLapa, LucianoVenkatesh, Viswanath2022-05-132022-05-132021-08-010268-4012http://hdl.handle.net/10919/110089Mobile commerce (m-commerce) has become increasingly important for organizations attempting to grow revenue by expanding into international markets. However, for multinational mobile retailers (m-retailers), one of the greatest challenges lies in carefully managing their websites across multiple national markets. This work advances cross-national research on m-retailing by (1) examining how value dimensions shape m-shoppers’ motivations, (2) analyzing differential effects of hedonic and utilitarian motivations on intention and habit, and (3) examining the competing roles of conscious (intentional) and unconscious (habitual) m-commerce use drivers across developed and developing countries. This research also examines the moderating role of m-commerce readiness at the country level on the effect of motivation on intention and habit, along with their impact on m-commerce use. Based on data from 1,975 m-shoppers in nine countries (Australia, Bangladesh, Brazil, India, Pakistan, Singapore, the United Kingdom, the United States, and Vietnam) across four continents, the results demonstrate differential relationships: consumers at an advanced (early) readiness stage are more likely to be hedonism-motivated (utility-motivated) when using m-commerce and tend to use it intentionally/consciously (habitually/unconsciously). In addition to advancing knowledge about m-commerce from a scientific perspective, the findings can help multinational firms decide whether to standardize or adapt m-shopping experiences when internationalizing.17 page(s)application/pdfenIn CopyrightCOMMUNICATION TECHNOLOGYCUSTOMER LOYALTYEXTENDING UTAUT2HabitHedonic versus utilitarian motivationInformation Science & Library ScienceINFORMATION-TECHNOLOGYINTRINSIC MOTIVATIONMobile commerceMODERATING ROLEPerceived valueSHOPPING MOTIVATIONSStimulus-organism-response paradigmTECHNOLOGY ACCEPTANCE MODELUNIFIED THEORYArticle - Refereed2022-05-09https://doi.org/10.1016/j.ijinfomgt.2021.10231859Venkatesh, Viswanath [0000-0001-8473-376X]1873-4707