Mobile commerce adoption of micro retailers in emercing economies
| dc.contributor.advisor | Nittaya Wongtada | |
| dc.contributor.author | Tanikan Pipitwanichakarn | |
| dc.date.accessioned | 2023-05-22T03:36:39Z | |
| dc.date.available | 2023-05-22T03:36:39Z | |
| dc.date.issued | 2018 | |
| dc.date.issuedBE | 2561 | th |
| dc.description | Thesis (Ph.D. (Business Administration))--National Institute of Development Administration, 2018 | th |
| dc.description.abstract | In this dissertation, the original Technology Acceptance Model (TAM) has been employed as the core theory across three studies in an attempt to establish a theoretical framework for determining the intention of street vendors to adopt a mobile commerce (m-commerce) application. The model has two tenets: perceived usefulness and perceived ease of use. Although the classical TAM is well known and well respected as a robust predictive framework, it seems to be situation specific and must be modified to accommodate other factors affecting the behavioral intentions of particular groups. No empirical study has used the TAM to investigate the perceptions and behaviors of street vendors. Therefore, to enhance our understanding of m-commerce adoption among micro vendors, the three studies that form the basis of this dissertation have examined the impact of external and internal factors on vendors as they embrace a new form of technology. The first study focused on the unique characteristics of vendors that affect their adoption of m-commerce. The features of trust in service providers, entrepreneurial orientation, and product differentiation were integrated into the TAM. Product differentiation was employed as a moderating variable on the effect of perceived usefulness on behavioral intention, whereas entrepreneurial orientation was assumed to affect a vendor’s trust in a service provider directly and to influence m-commerce adoption indirectly. A pen-and-paper survey was administered to 370 street vendors in Bangkok; 356 of the usable surveys were analyzed. Structural equation modeling was employed to analyze the data. This study contributes to the existing technology acceptance literature in the following ways: First, it shows that the predictive power of the TAM is strong and valid for street vendors. Second, it reveals that entrepreneurial orientation and technology adoption are related and that the connection continues throughout the decision-making process (i.e., these are trust and system characteristics that are otherwise known as usefulness and ease of use). Finally, it shows that the degree of product differentiation strengthens the positive relationship between perceived usefulness and the intention to use m-commerce. The first study found that not all street vendors were ready to adopt this new trading method. Vendors at various stages of adoption weighed different factors as they made decisions. Based on these findings, the second study tested how vendors at different stages approached m-commerce adoption. The vendors were classified as being in either the initial stage of adoption or the advanced stage of adoption. The role of trust and the perceived enjoyment were added to the TAM in this study. Face-to-face interviews using a structured questionnaire were conducted with 430 street vendors in Bangkok; 415 usable surveys were analyzed. By applying K-means cluster analysis, two segments were found, one with 200 initial adopters and one with 215 advanced adopters. A multi-group analysis was employed to investigate the difference in relationships between the two groups, and the findings revealed significant similarities and dissimilarities between them. Both initial and advanced adopters emphasized trust in the service provider. The first group relied more on perceived ease of use and perceived enjoyment in choosing m-commerce adoption but depended less on perceived usefulness. In the second group, the influence of perceived ease of use and perceived enjoyment significantly decreased but the effect of perceived usefulness significantly increased. In addition to perceived usefulness, perceived ease of use, and trust, online reviews are significant tools for promoting the adoption of a new technology. For instance, the integration of online reviews into the TAM can serve as an important predictor of the intention to use mobile banking. The impact of online reviews on behavioral intention and consumers’ decisions has indicated complex relationship patterns and has been context specific, which suggests the possibility of an interaction effect. For this reason, in the final study, an experiment was conducted to investigate the interaction of online reviews, perceived ease of use, and trust in enhancing the perceived usefulness and adoption of m-commerce. This study employed a 2 (perceived ease of use: high vs. low) x 2 (trust in the service provider: high vs. low) x 2 (online review: positive vs. negative) between-subjects design, resulting in eight experimental groups. A pen-and-paper survey was administered to street vendors in Bangkok. Of 280 cases, 16 cases were unusable and were deleted from the dataset; this left 264 cases for data analysis. The level of the online review was manipulated, whereas the degrees of perceived ease of use and trust were measured. The experiment revealed that the perceived usefulness was affected by online reviews when users found incongruent information in them (e.g., when reviewers reported that they found a high level of ease of use of the technology but had only a low level of trust in the service provider). In other words, users who read positive reviews were more likely to feel that m-commerce had a great deal of perceived usefulness. On the contrary, the perceived usefulness was not affected by online reviews if users found congruent information in them (e.g., when reviewers reported that they found a high level of ease of use and also had a high level of trust in the service provider). This dissertation has attempted to offer an alternative to the inadequate theoretical and managerial understanding of factors that drive m- commerce adoption for micro businesses, and in that regard, it is crucial for identifying predictors of the adoption of m- commerce applications. The results of this research should enable service providers and policy makers to continue to delve into the world of contemporary digital technology business and tailor its marketing strategies towards vendors. | th |
| dc.format.extent | 171 leaves | th |
| dc.format.mimetype | application/pdf | th |
| dc.identifier.doi | 10.14457/NIDA.the.2018.153 | |
| dc.identifier.other | b205926 | th |
| dc.identifier.uri | https://repository.nida.ac.th/handle/662723737/6459 | |
| dc.language.iso | eng | th |
| dc.publisher | National Institute of Development Administration | th |
| dc.rights | ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0) | th |
| dc.subject.other | Electronic commerce | th |
| dc.subject.other | Retail trade | th |
| dc.title | Mobile commerce adoption of micro retailers in emercing economies | th |
| dc.type | text--thesis--doctoral thesis | th |
| mods.genre | Dissertation | th |
| mods.physicalLocation | National Institute of Development Administration. Library and Information Center | th |
| thesis.degree.department | NIDA Business School | th |
| thesis.degree.discipline | Business Administration | th |
| thesis.degree.grantor | National Institute of Development Administration | th |
| thesis.degree.level | Doctoral | th |
| thesis.degree.name | Doctor of Philosophy | th |