نقش بافت و انگیزش در استفاده از متغیرهای تجارت تلفن همراه - چشم انداز بیشتر در چونگ (2013)

Abstract We comment on a recent article by Chong (2013) on the roles of demographic and motivation variables in mobile commerce usage. Drawing on the recent research on the service-dominant logic, socioemotional selectivity theory, and data from a first empirical study, we argue that a broader discussion on the value relevance of mobile commerce activities for customers and the consideration of consumers' future time perspectives would provide a richer, potentially more appropriate picture of the drivers of mobile commerce usage. Furthermore, using data from a second empirical study, we highlight several validity issues of the used scales. We hope to motivate a replication and extension of Chong's study and also provide recommendations for future research on this area.

1. Introduction In his insightful and important article, Chong (2013) shows how demographic and motivational variables influence the adoption of a new technology, in this case, the use of mobile commerce (m-commerce). Focusing on the Chinese market, Chong (2013) proposes a new model of m-commerce usage activities instead of m-commerce adoption, and concludes that younger users usually engage in these activities. Although we agree with the general substance of his text, the article may cause researchers and practitioners to misinterpret the true value of the results for the following reasons: - Chronological age is not discriminant when motivations enter the fray. - Usage activities do not necessarily inherit value. - The used scales have validity issues. Drawing on recent research on the service-dominant logic, socioemotional selectivity theory, and data from a two empirical studies, we discuss these three issues separately.

Chong's (2013) article takes an important step towards furthering our understanding of the drivers of m-commerce in a changing society, and paves the way to a more service-related model of technology usage. However, as shown in this comment, a broader discussion of the role of FTP and the value relevance of m-commerce activities for customers would provide a richer, potentially more appropriate, picture of the drivers of m-commerce usage and the moderating role of age. Furthermore, researchers should be cautious when drawing on the proposed scales. Owing to potential floor and ceiling effects, as well as issues in the measurement specification, analyses are likely to be substantially biased (Uttl, 2005a and Jarvis et al., 2003). Against this background, it is important to extend and replicate Chong's study, taking the above-mentioned issues into account.