Cheah Wen Kit

Bio: Cheah Wen Kit is an academic researcher from Universiti Sains Malaysia. The author has contributed to research in topics: Mobile commerce & Consumer behaviour. The author has an hindex of 1, co-authored 2 publications receiving 10 citations.

New Wave in Mobile Commerce Adoption via Mobile Applications in Malaysian Market: Investigating the Relationship Between Consumer Acceptance, Trust, and Self Efficacy

Abstract: Given the prevalence of online technology nowadays, mobile commerce continues to attract considerable attention for marketing research. However, studies on the factors that impact mobile commerce adoption via mobile applications are still limited. Moreover, there is minimal study that investigates the importance of attitudes towards mobile commerce as antecedents of mobile commerce adoption using Technology Acceptance Model (TAM), especially in the Malaysian market. These factors are crucial since the population of online users are massive and their influence is forming the untapped potential for marketers. By knowing the factors that drive the use of mobile commerce, this study seeks to facilitate marketers on how to use the findings and intensify the growth of online business in Malaysia. This quantitative study is cross-sectional in nature with 160 samples. Results showed that out of six hypotheses, five hypotheses were supported. The findings shed lights on the relevance of TAM in reasoning the adoption of mobile commerce via mobile applications. Also, this study provides insightful implications for marketers to understand consumer behaviour and strengthen the mobile commerce market.

The Role of Narrative Elements in Gamification Towards Value Co-Creation: A Case of Mobile App Users in Malaysia

Abstract: This article discusses the role of narrative element in gamification towards value co-creation in a crowdsourcing application system. The discourse addresses the gap of knowledge to understand the user motivation and experience to co-create value in a gamified system. Value co-creation is an interactive engagement process that refers to the act of collaborating with a group of intended consumers through a crowdsourcing approach. As the decentralisation of the web enables participation of people to shape the future based on their contributions, understanding Internet users’ motivation and experience to co-create value is crucial in ensuring that the initiatives are reciprocated by the intended parties. As gamification has been widely utilised in numerous contexts in order to encourage users to contribute their resources of knowledge and skills, the effectiveness of its elements, namely narrative, remains questionable.

An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model

Abstract: This study aims to investigate the factors that may hinder or facilitate consumers’ adoption of mobile-commerce (m-commerce) activities in the context of developing countries exemplified here by Oman.,A conceptual model was developed through integrating factors from UTAUT2 (performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation, price value, habit and self-efficacy) and SERVQUAL (system quality, service quality and information quality). Data were collected from 530 Omani m-commerce users through a cross-sectional survey.,The results of the structural equation modelling showed that consumers’ behavioural intention (BI) towards m-commerce adoption was significantly influenced by information quality, habit, performance expectancy, trust, hedonic motivation, service quality, price value and facilitating conditions, in their order of influencing strength, and explained 65.5 per cent of the variance in BI. Unexpectedly, effort expectancy, social influence, self-efficacy and system quality had no significant effect on BI.,This study will explain the currently relatively low penetration rate of m-commerce adoption in Oman, which will help local m-commerce businesses to develop the right organizational strategies, especially related to marketing strategies and developing mobile applications, which will draw the attention of many users.,This is one of the few studies that integrates UTAUT2 with SERVQUAL and tests the proposed model in non-Western cultural contexts. Specifically, in contrast to previous studies, diversity of individuals’ acceptance behaviour is examined in Oman.

Tapping the Next Purchase: Embracing the Wave of Mobile Payment

Abstract: This paper looks to determine the antecedents of Near Field Communication (NFC) mobile payment from a developing country’s perspective. This was done with the use of a conceptual framework based on...

Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost

Abstract: The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers.

Examining factors that effect on the acceptance of mobile commerce in Malaysia based on revised UTAUT

Abstract: This study presents an amended unified theory of acceptance and use of technology (UTAUT) which explores key factors affecting Malaysian consumers ' willingness to accept mobile-commerce. A questionnaire survey has been used to collect information from 400 Malaysian smartphone users using a random stratified sample and analyzed using structural equation modelling (SEM); with the use of Smart PLS 3.0. Results show that acceptance and use of mobile-commerce services can also be predicted by the behavioural intentions of users, whose performance expectancy, efforts expectations, social effects, mobility, personal innovations and perceived trust are significantly affected. From these variables, perceived trust is the most significant determinant that directly affects behavioural intention to use mobile-commerce services in Malaysia. It is then followed by mobility, personal innovation, social influence, performance expectancy then effect expectancy. Facilitating Conditions and moderating variables such as gender, age, education, income, marital status, experience and payment have no significant effect on Behavioral Intention to use mobile-commerce services in Malaysia. In conclusion, this study shows that behavioural intention and the use of mobile commerce services in Malaysia have a direct effect. The study will help dealers to avoid spending thousands of dollars on investments that have little impact on whether the customer is embracing and using mobile-commerce. The study also provides quantified indicators and offers a framework for the understanding of the Malaysia mobile-commerce system. The report concludes with a study of the effects of the research findings and provides recommendations for future research.