Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage

Despite the remarkable growth and promising future of mobile commerce, research has paid little attention so far to the factors that determine its perceived value across developing countries. This study advances marketing literature, focusing on technology adoption and acceptance, by providing a framework that incorporates a mode-specific enabler – ubiquity (time convenience and accessibility) – and two deterrents – perceived risk (financial...