Thailand VS. Indonesia: The Battleground of M-Commerce

Abstract

Technology advancement has brought m-commerce into the limelight in the retailing industry. Many people now engage with online shopping especially through their mobile devices. This empirical research aims to investigate the influence of m-commerce design, content cues (web informativeness and web customization) and non-content cues (web navigability, web aesthetic and web interaction) on satisfaction and purchase intention and compare the different results between Thailand and Indonesia. The results mostly verify the proposed relationships. Among the five independent variables, web informativeness and web navigability were found to be the antecedent of satisfaction in Thailand and Indonesia. While web customization and web aesthetic significantly led to satisfaction only in Thailand, context and web interaction conversely showed their impact on satisfaction only in Indonesia. In addition, web informativeness, web aesthetic and web interaction statically and positively influenced the formation of purchase intention in both nations. A number of managerial implications are discussed.