Mobile Commerce Adoption: A Cross-Cultural Perspective

Abstract

With the rapid advancement of mobile technology and the proliferation of smartphones worldwide, mobile commerce (m-commerce) has emerged as a significant aspect of modern consumer behavior. This study explores the adoption of mobile commerce from a cross-cultural perspective, aiming to understand how cultural factors influence consumers' attitudes, intentions, and behaviors towards mobile shopping. Drawing upon theories from both technology adoption and cross-cultural psychology, this research employs a mixed-methods approach to investigate m-commerce adoption across diverse cultural contexts. Quantitative surveys are conducted to assess the extent of m-commerce usage, while qualitative interviews delve deeper into the underlying cultural values and norms that shape consumers' perceptions and behaviors. the cultural dimensions of m-commerce adoption. While certain cultures exhibit a predisposition towards mobile technology and embrace m-commerce enthusiastically, others may be more skeptical or reserved due to cultural preferences for traditional shopping practices or concerns about privacy and security. Additionally, cultural differences in attitudes towards risk, uncertainty avoidance, and individualism-collectivism play a significant role in shaping consumers' willingness to adopt m-commerce.