Purpose: This research aims to verify the role of mobile shopping attributes, trustworthiness, and cultural dimensions on mobile shopping intentions in Saudi Arabia. The originality of the model stems from the verification of the moderating impact of cultural variables, namely collectivism and masculinity, and from the integration of trustworthiness as a variable depending on mobile shopping attributes. Research design, data and methodology: A survey was distributed to 233 consumers with different nationalities living in the Kingdom of Saudi Arabia. Structural equation modeling and multi-group analysis were carried out to verify the conceptual model and the moderating variables. Results: The findings support the influence of several innovation attributes, namely complexity and trialability on behavioral intentions, while relative advantage has a direct impact on trustworthiness. A few paths are moderated by masculinity and collectivism. Conclusions: Culture and mobile commerce attributes need to be thought out by managers as factors influencing mobile commerce segmentation for expatriates and locals. Trustworthiness is also a key factor of mobile shopping adoption. Limitations and future research ideas are presented to enrich the proposed model and improve its predictive validity.
Alkhowaiter, W. A. (2020). Digital payment and banking adoption research in Gulf countries: A systematic literature review. International Journal of Information Management, 53(August), 1-17,https://doi.org/10.1016/j.ijinfomgt.2020.102102
Ambarwati, R., Harja, Y.D, & Thamrin, S. (2020). The Role of Facilitating Conditions and User Habits: A Case of Indonesian Online Learning Platform, Journal of Asian Finance, Economics and Business, 7 (10) 481–489,doi:10.13106/jafeb.2020.vol7.no10.481
Apanasevic, T., Markendahl, J., & Arvidsson, N. (2016). Stakeholders’ expectations of mobile payment in retail:lessons from Sweden. International Journal of Bank Marketing, 34(1), 37–61. https://doi.org/10.1108/IJBM-06-2014-0064
Arts, J., Frambach, R., & Bijmolt,T. (2011). Generalizations on Consumer Innovation Adoption: A Meta-Analysis on Drivers of Intention and Behavior. International Journal of Research in Marketing. 28(2), 134-144,https://doi.org/10.1016/j.ijresmar.2010.11.002
Asu , C., & Ichim, D. (2017). Understanding E-Commerce Adoption: Litterature Review of Competing Models. SEA:Practical Application of Science, 13(1), 17-23. https://doaj.org/article/15efe267fcf3485bac8e321b8700c06c
Bae, Y., & Chang, H. (2012). Adoption of smart TVs: A Bayesian network approach. Industrial Management and Data Systems, 112(6), 891–910. https://doi.org/10.1108/02635571211238509
Cha, S-S., & Seo B-K. (2019). The Effect of Brand Trust of Home Meal Replacement on Repurchasing in Online Shopping, Journal of Business, Economics and Environmental Studies,9(3), 21-26, doi:10.13106/jbees.2019.vol9.no3.21
Cho, S-H. (2019). The Effect of Mobile Tourism App Characteristics on Perceived Value, Satisfaction and Behavioral Intention, Journal of Industrial Distribution &Business, 10(9), 45-52,DOI : http://dx.doi.org/10.13106/ijidb.2019.vol10.no9.45
Choi, J., & Geistfeld, L. V. (2004). A cross-cultural investigation of consumer e-shopping adoption. Journal of Economic Psychology, 25(6), 821–838.https://doi.org/10.1016/j.joep.2003.08.006
Choi, B-N., Lee, H-H., & Yang, H-C. (2014). Impacts of Value Inclination and Self-Expressive Consuming Propensity upon Eco-Friendly Product Purchasing Intention, East Asian Journal of Business Management, 4 (4), 39-49.10.13106/eajbm.2014.vol4.no4.39.
Chung, K. C. (2014). Gender, culture and determinants of behavio ral intents to adopt mobile commerce among the Y Generation in transition economies: Evidence from Kazakhstan. Behaviour and Information Technology, 33(7), 743–756.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982doi.org/10.1108/ITP-01-2014-0017
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and tam in online shopping: An integrated model. MIS Quarterly:Management Information Systems, 27(1), 51–90. https://doi.org/10.2307/30036519
Global Media Insight (2020). Report, (8-5-2020), from https://www.globalmediainsight.com/blog/saudi-arabiapopulation-statistics.
Guzzo, T., Ferri, F., & Grifoni, P. (2016). A model of e-commerce adoption (MOCA): Consumer’s perceptions and behaviours. Behaviour and Information Technology, 35(3), 196–209.
https://doi.org/10.1080/ 0144929X.2015.1132770Han, J-H. The Effects of Personality Traits on Subjective Wellbeing and Behavioral Intention Associated with Serious Leisure Experiences, Journal of Asian Finance, Economics and Business, 7 (5), 167 – 176doi:10.13106/jafeb.2020.vol7.no5.167
He, M-G., Kim, H-K., Lee, J-H. (2019). Influence on the Use Intention of Alipay Payment Service by Chinese Tourists Visiting Korea, Journal of Industrial Distribution & Business, 10(11), 7-13,DOI : http://dx.doi.org/10.13106/ijidb.2019.vol10.no11.7
Hernandez-Ortega, B., Aldas-Manzano, J., Ruiz-Mafe, C., & Sanz-Blas, S. (2017). Perceived value of advanced mobile messaging services: A cross-cultural comparison of Greek and Spanish users. Information Technology and People, 30(2), 324–355.https://doi.org/ 10.1108/ITP-01-2014-0017
Hofstede, G. (1991). Culture and Organization: software of the mind. New York: McGraw-Hill
Hofstede, G., (1980). Culture’s consequences: international differences in work-related values. Beverly Hills, CA: Sage.
Hongjun, G., & Aiwu, Z. (2014). Effect of e-commerce sellers’evaluation on consumers’ perceived trust-Case of taobao.com. Journal of Chemical and Pharmaceutical Research, 6(7), 695–699.
Hupcey, J. E., Penrod, J., Morse, J. M., & Mitcham, C. (2001). An exploration and advancement of the concept of trust. Journal of Advanced Nursing, 36(2), 282–293.https://doi.org/10.1046/j.1365-2648.2001.01970.x
Kim, W-G., & Park, H. (2020) The effect of image search, social influence characteristics and anthropomorphism on purchase intention in mobile shopping, Journal of Industrial Disribution & Business, 11(6), 41-53,doi:http://dx.doi.org/10.13106/jidb.2020.vol11.no6.41
Le, H.B.H, Ngo, C.T,, Trinh, T.T.H., & Nguyen, T.T.P.(2020). Factor Affecting Customers’ Decision to Use Mobile Banking Service: A Case of Thanh Hoa Province, Vietnam, The Journal of Asian Finance, Economics and Business,.7 (2), 205-212. DOI : https://doi.org/10.13106/jafeb.2020.vol7.no2.205
Lee, H. J. (2017). The differential factors influencing online &mobile shopping behavior. Journal of Distribution Science,15(9), 27–36. 10.15722/jds.15.9.201709.27
Lee, J. W., & Cormier, J. F. (2010). Effects of consumers’demographic profile on mobile commerce Adoption. Journal of Distribution Science. 8 (1), 5-11, 10.15722/jds.8.1.201003.5.
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. https://doi.org/10.1016/j.ijinfomgt.2016.10.008
Liébana-Cabanillas, F., Marinkovic, V., Ramos de Luna, I., & Kalinic, Z. (2018). Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach. Technological Forecasting and Social Change, 129(April),117–130.https://doi.org/10.1016/j.techfore.2017.12.015
Mahroeian, H. (2012). A study on the effect of different factors on e-Commerce adoption among SMEs of Malaysia. Management Science Letters, 2(7), 2679–2688.https://doi.org/10.5267/j.msl.2012.08.021
Merhi, M., & Ahluwalia, P. (2017). Influence of safety nets, uncertainty avoidance, and governments on E-Commerce adoption: A country-level analysis. International Journal of Applied Business and Economic Research, 15(2), 397–408.
Mombeuil, C. (2020), An exploratory investigation of factors affecting and best predicting the renewed adoption of mobile wallets. Journal of Retailing and Consumer Services, 55,1-9.https://doi.org/10.1016/ j.jretconser.2020.102127
Park, A-J., & Lee, Y-S. (2019). A Study on the Quality Improvement of Mobile App Services of Medical Institutions:Focus on the Kano Model and PCSI Index. Journal of Industrial Distribution & Business. 10 (6), 19-27.10.13106/ijidb.2019.vol10.no6.19.
Park, J. K., Ahn, J., Thavisay, T., & Ren, T. (2019). Examining the role of anxiety and social influence in multi-benefits of mobile payment service. Journal of Retailing and Consumer Services,47, 140–149. https://doi.org/10.1016/j.jretconser.2018.11.015
Peltokorpi, V., & Zhang, L. E. (2020). Exploring expatriate adjustment through identity perspective. International Business Review, 29(3). 10.1016/j.ibusrev.2020.101667
Rogers, E. (1962). Diffusion of innovations. Glencoe, IL: The Free Press.
Rogers, E. (1995). Diffusion of Innovations. New York: The Free Press.
Rogers, S. (1983). Diffusion of innovation. Newyork: The free press.
Ryu, J.S. (2019). Consumer Characteristics and Shopping for Fashion in the Omni-channel Retail Environment, Journal of Business Economics and Environmental Studies, 9(4), 15-22,10.13106/jbees.2019.vol9.no4.15
Sadeghi, K., Amani, J., & Mahmudi, H. (2013). A Structural Model of the Impact of Organizational Culture on Job Satisfaction Among Secondary School Teachers. Asia-Pacific Education Researcher, 22(4), 687–700. https://doi.org/10.1007/s40299-013-0074-0
Sharma, P. (2011). Demystifying cultural differences in countryof-origin effects: Exploring the moderating roles of product type, consumption context, and involvement. Journal of International Consumer Marketing, 23(5), 344–364. https://doi.org/10.1080/08961530.2011.602952
STATISTICA. (2019). ECommerce world wide. (21 August 2020), from https://www.statista.com/outlook/243/100/ecommerce/worldw ide.
Su, S., Jeong, Y.J. Choi, J.Y., & Kim, S.W. (2015), Effects of ethical management of retail enterprises in Korea on corporate image and purchase intention, Journal of Business, Economics and Environmental Studies, 5(1), 27-35,
Surucu, L. Yesilada F., & Maslaksi, A. (2020). Purchasing Intention: A Research on Mobile Phone Usage by Young Adults, Journal of Asian Finance, Economics and Business,7(8),353–360 doi:10.13106/jafeb.2020.vol7.no8.353
Tanakinjal, G. H., Deans, K. R., & Gray, B. J. (2010). Screen Communication and the Adoption of Mobile Marketing: A Malaysia Perspective. International Journal of Marketing Studies, 2(1), 36-47.
Tata, J. (1999). The cultural Context of teams: An integrative model of Nationalculture, Work Team characteristics and Teams effectiveness, Academy of Management Proceedings,1999(1), I1–I5. https://doi.org/10.5465/apbpp.1999.27611909.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information and system research, 6(2), 144-176.
Trend (2020), Saudi Digitaliszation 2020, (19-7-2020) from http://trenddc.com/ar/blog/Saudi-Digitalization-2020-04-03-2020_1583338785
Van Slyke, C., Belanger, F., & Sridar, V. (2005). A Comparison of American and Indian Consumers Perceptions of Electronic Commerce. Information Resources Management Journal, 18, 24-40.
Van Slyke, C., Lou, H., Belanger, F., & Sridhar, V. (2010). The Influence of Culture on Consumer-Oriented Electronic Commerce Adoption. Journal of Electronic Commerce Research, 2010(2010), 30-40.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412
Yang, K. & Forney, J., (2013). The moderating role of consumer technology anxiety in mobile shopping adoption: differential effects of facilitating conditions. Journal of Electronic Commerce Research. 14 (4), 334–347.
Yi, S., & Su., S. (2014). A Study of the Factors that Impact Chinese Consumers` Purchasing Intent for High-Tech Products East Asian Journal of Business Management, 4 (1),37-40 doi: 10.13106/eajbm.2014.vol4.no1.37.
Yoo, B., & Donthu, N. (2002). The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education, 24(2), 92–103. DOI:10.1177/0273475302242002