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Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review

Intense competition in the online retailing arena is transforming retailing systems to include mobile commerce resulting in increasing challenges to retailers since adoption is voluntary and changing consumer expectations shaped by circumstances, norms, and the need for new technology adaptations....

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Main Authors: Tiu, Chai Hui, Dayang Affizzah, Awang Marikan
Format: Article
Language:English
Published: MAGScholar 2022
Subjects:
HB Economic Theory
Online Access:http://ir.unimas.my/id/eprint/40279/3/Market.pdf
http://ir.unimas.my/id/eprint/40279/
https://magscholar.com/asian-journal-of-business-research/ajbr-vol-12-issue-2/
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spelling my.unimas.ir.402792022-10-28T00:54:05Z http://ir.unimas.my/id/eprint/40279/ Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review Tiu, Chai Hui Dayang Affizzah, Awang Marikan HB Economic Theory Intense competition in the online retailing arena is transforming retailing systems to include mobile commerce resulting in increasing challenges to retailers since adoption is voluntary and changing consumer expectations shaped by circumstances, norms, and the need for new technology adaptations. As consumer behaviour is easily affected by the increasing social interactions through social networking media, the human and social factors that technology adoption theories lacks were commonly added into the studies to improve predictive capabilities. Therefore, this study investigates the social dimension’s effects on technology adoption by adopting the institutional theory concept i.e., isomorphism, and conducting a systematic literature review exercise basing on the PRISMA framework. Articles review found organisation adoption studies commonly adapted institutional theory, but scarcity on consumer technology adoption. Isomorphic forces (i.e., coercive pressures, mimetic pressures, normative pressures) would significantly affect technological adoption and apply to both organisational and consumer adoption because individual behaviour detects successful adoption. By understanding market isomorphic forces, retailers could use the facts to formulate marketing strategies. The systematic literature review also showed variation in technology adoption because of cultural differences, norms, demographics, etc. Market isomorphism inclusion in consumer adoption studies is scarce. Recommendation for inclusion is encouraged for further investigation into its discriminant validity and definitions. MAGScholar 2022 Article PeerReviewed text en http://ir.unimas.my/id/eprint/40279/3/Market.pdf Tiu, Chai Hui and Dayang Affizzah, Awang Marikan (2022) Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review. Asian Journal of Business Research, 12 (2). pp. 128-150. ISSN 2463-4522 https://magscholar.com/asian-journal-of-business-research/ajbr-vol-12-issue-2/ DOI: 10.14707/ajbr.220131
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HB Economic Theory
spellingShingle HB Economic Theory
Tiu, Chai Hui
Dayang Affizzah, Awang Marikan
Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
description Intense competition in the online retailing arena is transforming retailing systems to include mobile commerce resulting in increasing challenges to retailers since adoption is voluntary and changing consumer expectations shaped by circumstances, norms, and the need for new technology adaptations. As consumer behaviour is easily affected by the increasing social interactions through social networking media, the human and social factors that technology adoption theories lacks were commonly added into the studies to improve predictive capabilities. Therefore, this study investigates the social dimension’s effects on technology adoption by adopting the institutional theory concept i.e., isomorphism, and conducting a systematic literature review exercise basing on the PRISMA framework. Articles review found organisation adoption studies commonly adapted institutional theory, but scarcity on consumer technology adoption. Isomorphic forces (i.e., coercive pressures, mimetic pressures, normative pressures) would significantly affect technological adoption and apply to both organisational and consumer adoption because individual behaviour detects successful adoption. By understanding market isomorphic forces, retailers could use the facts to formulate marketing strategies. The systematic literature review also showed variation in technology adoption because of cultural differences, norms, demographics, etc. Market isomorphism inclusion in consumer adoption studies is scarce. Recommendation for inclusion is encouraged for further investigation into its discriminant validity and definitions.
format Article
author Tiu, Chai Hui
Dayang Affizzah, Awang Marikan
author_facet Tiu, Chai Hui
Dayang Affizzah, Awang Marikan
author_sort Tiu, Chai Hui
title Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
title_short Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
title_full Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
title_fullStr Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
title_full_unstemmed Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
title_sort market isomorphism and mobile commerce adoption in the omnichannel: a systematic literature review
publisher MAGScholar
publishDate 2022
url http://ir.unimas.my/id/eprint/40279/3/Market.pdf
http://ir.unimas.my/id/eprint/40279/
https://magscholar.com/asian-journal-of-business-research/ajbr-vol-12-issue-2/
_version_ 1748184475318091776
score 13.211869

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