Mobile Commerce Innovation: a Case for Retailer Adoption and Consumer Acceptance in Nigeria

Abstract

The purpose of this research project is to explore the adoption and acceptance of Mobile Commerce (MC) in the B2C retail sector in Nigeria. In an era of ever-evolving technological landscape, MC as a technological phenomenon is trending globally and is said to become a catalyst for economic growth. However, developing nations are yet to fully exploit its vast opportunity. The research examines the antecedent factors, contributions, options and implications of MC adoption in Sub-Saharan Africa with a specific focus on Nigeria. A convergent mixed method research within a case study approach is applied by triangulating customer survey data [N = 392] and 16 semi-structured interview data from managers and senior representatives of 13 retail organisations in Nigeria. This is with the aim to understand the extent to which a holistic value-based MC adoption model, can be used to examine MC adoption and acceptance behaviours from perspectives of organisations and its customers. The findings reveal that perceived value is a significant and positive predictor of customers’ MC adoption. From the organisation perspectives, 22 variables across four main constructs (technology – organisation – environment – other factors) were identified as antecedent factors influencing Organisation MC adoption. In presenting a holistic B2C value-based MC adoption model, the findings revealed concordance between the organisation MC value proposition and customers perceived value; expansion fit between organisation and customer value co-creation and complementarity in MC value realised. Multi-level dyadic trust, which is the level of trust between customer and organisation and vice versa, was a significant and positive predictor of both customers’ acceptance and organisational adoption. These findings narrow the research gap and extends the body of knowledge as it expands on the VAM and TOE model. The TOC adoption framework provides students and scholars with creative ways to present future mixed method studies within the MC and technology domain. It presents retailers, practitioners, technology investors and institutional stakeholders with opportunities to adopt process that foster MC growth and ability to reimagine their business models.