The Role of M-commerce readiness in emerging & developed markets

• Main Authors: Abdul R. Ashraf, Narongsak Thongpapanl, Bulent Menguc, Gavin Northey
• Format: Journal
• Published: 2018
• Subjects: Economics, Econometrics and Finance; Agricultural and Biological Sciences
• Online Access: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85025462804&origin=inward; http://cmuir.cmu.ac.th/jspui/handle/6653943832/46517
• Institution: Chiang Mai University

©2017, American Marketing Association. Although mobile commerce (m-commerce) growth provides ample potential for retailers around the globe, several studies have shown that it has failed to attract potential customers across different countries. This study advances the literature by comparing m-comm...