Exploring mobile commerce activities’ impact on retail firm performance

IF 5.5 3区管理学 Q1 BUSINESS International Journal of Retail & Distribution Management Pub Date : 2024-09-11 DOI:10.1108/ijrdm-10-2023-0629

Lanlan Cao, Xin Liu, Laura Trinchera, Mourad Touzani

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Abstract

Purpose

This study explores key dimensions of mobile commerce activities (MCAs), evaluates their impact on firm performance and examines the role of mobile commerce performance as a mediator and the role of industry competitive intensity as a moderator.

Design/methodology/approach

The qualitative research identified 21 principal retailers’ MCAs. A survey involving 172 retail executives was then conducted to examine the structure of MCAs and their impacts on firm performance.

Findings

Our findings reveal that the MCAs comprise four dimensions: guidance, connection, in-store conversion and relation. These dimensions jointly impact firm performance through mobile commerce performance, moderated by industry competition.

Research limitations/implications

This study provides a foundational understanding of MCAs. Future research should continue to explore how these dimensions interact.

Practical implications

Retailers can enhance their management of MCA investments by focussing on four key areas: guidance, contact, in-store conversion and relation. By customizing activities and prioritizing those that strengthen customer relationship management within one area, retailers can effectively align their MCA strategies with their specific business context.

Originality/value

The study’s originality lies in identifying and empirically testing the dimensionality of MCAs, emphasizing the role of customer-centric mobile performance and expanding the understanding of MCA value creation.

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探索移动商务活动对零售企业绩效的影响

目的本研究探讨了移动商务活动（MCAs）的关键维度，评估了它们对企业绩效的影响，并研究了移动商务绩效的中介作用和行业竞争强度的调节作用。研究结果我们的研究结果表明，MCA 包括四个方面：引导、连接、店内转换和关系。这些维度通过移动商务绩效共同影响企业绩效，并受到行业竞争的调节。实践意义零售商可以通过关注四个关键领域：引导、联系、店内转化和关系，来加强对移动互联商务投资的管理。通过在一个领域内定制活动并优先考虑那些能加强客户关系管理的活动，零售商可以有效地将他们的 MCA 战略与他们的具体业务环境相结合。原创性/价值这项研究的原创性在于识别和实证检验了 MCA 的维度，强调了以客户为中心的移动性能的作用，并拓展了对 MCA 价值创造的理解。

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来源期刊

International Journal of Retail & Distribution Management Multiple-

CiteScore

8.60

自引率

25.00%

发文量

期刊介绍： The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.