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It has become increasingly clear that the Internet and related technologies have changed the way people live. With the rapid development of communication technology, various mobile applications have become popular (Büyüközkan, 2009), though this popularity varies from country to country. For example, regarding mobile commerce (m-commerce), only 17% of the French made a purchase over a phone, compared with 58% of South Koreans 40% of British and 36% of Americans. (Kemp, 2018). Despite these indicators, Denis (2017) argues that the phone is the growth driver of e-commerce. The second “Digital Revolution” has begun, and m-commerce is a key sector. Indeed, service and distribution channel personalization, tailored to the lifestyles and tastes of consumers, allow them to engage in the shopping experience they desire (ATG, 2009).
This study considers m-commerce a distribution channel that can serve as a supplement catalogs, stores, and even the Internet (via computer). Indeed, although they have the same characteristics as e-commerce in terms of remote purchase, mobile devices (smartphones and tablets) also have other advantages, such as space and time ubiquity, immediacy, and so on. As such, it seems appropriate to integrate m-commerce in a cross-channel strategy that can increase contact with customers, strengthen ties with them, and thus encourage their retention (Vanheems, 2009). Mobile devices may further strengthen this strategy because they provide means to purchase regardless of location and time.
This research examines purchases via mobile phones and, more precisely, via a smartphone, which is considered the most suitable for m-commerce (Chang & Chen, 2005; Chang, Chen, & Zhou, 2009). For example, studies indicate that the growing popularity of smartphones contributes to the development of mobile Internet and m-commerce.
Most of the models that include m-commerce integrate variables related to information systems in general. The current research is not limited to the instrumental side of mobile payment but also examines factors related to the specific context of purchasing via a smartphone. Thus, this research has two objectives: to identify the various determinants that can explain the use of smartphones for purchasing and to detect differences in perceptions and behavior between mobile buyers and non-buyers. To understand these phenomena, this study employs the Technology Acceptance Model (TAM of Davis, 1989). Other specific variables adapted to mobile purchase were also added, including, perceived risk, innovativeness, ubiquity and trust in mobile Internet. A quantitative study helps advance managerial implications for designers and marketers of commercial mobile sites to increase consumers’ use of phones for purchase and to introduce them in their lives on a daily basis.