Predicting m-shopping in the two largest m-commerce markets: The United States and China

Myriam Ertz, Myung-Soo Jo, Ying Kong, and Emine Sarigöllü

This research examines the factors affecting consumers' mobile shopping (m-shopping) intentions in China and the United States.

Introduction

The worldwide growth of electronic commerce is increasingly driven by mobile shopping (m-shop- ping), which encompasses both browsing and purchasing on mobile devices. One in four e-commerce dollars is spent on a mobile device (ComScore, 2018). Mobile commerce (m-commerce) is expected to reach 3.5 trillion USD in 2021 and make up staggering three-quarters of all e-commerce sales (eMarketer, 2018). The m-shopping trend is even more evident in fast emerging countries like China, where 91.2% of the Singles' Day sales came from mobile sales in 2017 (Lee, 2017). In established markets, such as the United States, m-shopping is also rising,...

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