From online to mobile: Linking consumers' online purchase behaviors with mobile commerce adoption

Youngsok Bang, Kunsoo Han, Animesh Animesh, Minha Hwang

Research output: Contribution to conferencePaperpeer-review

15 Citations (Scopus)


With the growing popularity of mobile commerce (m-commerce), it becomes vital for both researchers and practitioners to understand consumers' mobile commerce adoption behavior. In this study, we empirically investigate the drivers of consumers' mobile commerce adoption behavior based on a cost and benefit framework. Based on consumers' browsing and purchase behaviors at the e-commerce site before the addition of mobile commerce channel, we constructed behavioral proxy variables which capture the underlying cost and benefit of mobile commerce channel relative to the pre-existing e-commerce channel. We collected two large datasets from of a large e-marketplace in South Korea that introduced m-commerce to its existing e-commerce offering in 2011. Based on the analysis of browsing and purchase behaviors of 29,283 subjects over a period of 28 months, we find that the need for ubiquity plays a significant role in the m-commerce adoption decision. The two proxies for ubiquity need - Purchase frequency and Purchase time irregularity - were found to have a positive impact on m-commerce adoption. The results also suggest that search cost influences the decision to adopt m-commerce. Specifically, we find that the consumers who search multi-item or categories at a time, engage in active search, and conduct thorough search, are less likely to adopt m-commerce. Finally, the results show that the risk preference of the consumer is related to the adoption decision. Risk aversion, as measured by the two proxies - Reliance on secure log-in system, and Need for receiving confirmations - lowers the likelihood of m-commerce adoption. These results highlight the importance of the unique features of mobile platform in influencing the consumers' adoption of m-commerce. We discuss the implications of our findings for academics and practitioners.

Original languageEnglish
Publication statusPublished - 2013
Event17th Pacific Asia Conference on Information Systems, PACIS 2013 - Jeju Island, Korea, Republic of
Duration: 2013 Jun 182013 Jun 22


Other17th Pacific Asia Conference on Information Systems, PACIS 2013
Country/TerritoryKorea, Republic of
CityJeju Island

All Science Journal Classification (ASJC) codes

  • Information Systems


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