Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia

Abstract: Title: ‘Mobile Commerce App Adoption: Consumer Behavior Differences between Europe and Asia’ Research Question: 1. What are the differences between European and Asian consumer behavior of adopting m-commerce apps? 2. Why is there a different level of m-commerce app adoption between European and Asian consumers? Research Purpose: The purpose of this research is to investigate the reasons why consumer adoption behavior of m-commerce apps in the European market differs from those in the Asian market. Our findings will contribute to helping to raise their level of m-commerce app adoption in the European market. Method: This research is a qualitative study and utilizes survey as a research design. Interviews designed according to a theoretical framework were used to collect data for analysis. The interviews were conducted in four countries: UK, Sweden, China and South Korea. Conclusion: Our results showed that European consumers lacked knowledge and were unable to perceive the full conveniences of using apps, compared to Asian respondents. What’s more European consumers placed a lot of importance on risks and anxieties when adopting apps. Findings showed that these differences could be explained through Hofstede’s cultural dimensions.