Task-technology fit perspective of the use of m-commerce by retail businesses

Mateus Vicente Justino (), Robertson Tengeh and Michael Twum-Darko ()
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Mateus Vicente Justino: Cape Peninsula University of Technology, South Africa
Michael Twum-Darko: Cape Peninsula University of Technology, South Africa

Entrepreneurship and Sustainability Issues, 2022, vol. 9, issue 4, 320-335

Abstract: Mobile commerce (m-commerce) has gradually increased in popularity among small and medium-sized retail businesses in developing countries in recent years. As a result, scholars and retail practitioners have been eager to understand better the factors that influence this new mobile channel usage. The article examines the primary determinants of retail personnel's use of m-commerce in Angola through the theoretical lens of Task-Technology Fit (TTF). This study followed a cross-sectional design and adopted the positivist research paradigm. As such, a structured questionnaire was used to collect data from retail business personnel and actual users of m-commerce (n = 229). Structural Equation Modeling (SEM) analysis was performed on the data collected using the Analysis of Moment Structures (AMOS) software. The findings indicated a strong correlation between the four dimensions of task characteristics (i.e., time criticality, mobility, non-routineness, and interdependence) and the task-technology fit dimensions. Additionally, it was determined that there is a strong correlation between the functionalities of m-commerce systems (i.e., Mobile Notification, Mobile Information Exchange, Mobile Information Search, and Mobile Data Processing) and the TTF dimensions. In comparison, the study discovered a minimal correlation between task-technology fit as correspondence and m-commerce use. As a result, some directions for future research were provided.

Keywords: mobile commerce (m-commerce); retailer; retailing; Small and Medium Enterprises (SMEs); mobile commerce application; Task-Technology Fit (TTF); Angola; Luanda (search for similar items in EconPapers)
JEL-codes: M10 M14 M40 M42 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:9:y:2022:i:4:p:320-335

DOI: 10.9770/jesi.2022.9.4(17)

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