The Effect of Utilitarian and Hedonic Motivations on Mobile Shopping Outcomes. A Cross‐Cultural Analysis

Abstract

Mobile devices are ubiquitous in the lives of modern consumers, who use them for information‐seeking and purchasing activities, fostering the emergence of m‐commerce. This trend has been exacerbated by the Covid‐19 pandemic, which has boosted m‐commerce growth in both developed and developing countries. Hence, there is a need for cross‐cultural research concerning the factors affecting behavioral intentions. Drawing upon the hedonic information systems model, we measure the impact of utilitarian factors on satisfaction, repurchase intention, and eWOM through the mediation of enjoyment across two countries characterized by different stages of m‐commerce readiness and culture: China and Italy. Findings suggest that the impact of utilitarian factors on satisfaction is stronger among Italian users than Chinese users. On the contrary, for Chinese users, who use their mobile phones as a primary device to shop online, the mediation effect of enjoyment on satisfaction and eWOM is stronger. With this study, we contribute to cross‐cultural research in m‐commerce and provide guidelines to mobile retailers operating in diverse international markets.

Full text

ORIGINAL ARTICLE
The effect of utilitarian and hedonic motivations on mobile
shopping outcomes. A cross-cultural analysis
Lala Hu
1
| Raffaele Filieri
2
| Fulya Acikgoz
3
| Lamberto Zollo
4
|
Riccardo Rialti
4
1
Università Cattolica del Sacro Cuore, Milan,
Italy
2
Department of Marketing, Audencia Business
School, Nantes, France
3
University of Bristol, School of Management,
Bristol, UK
4
Università di Milano, Milan, Italy
Correspondence
Lala Hu, Università Cattolica del Sacro Cuore,
Largo Gemelli 1, 20123 Milan, Italy.
Email: lala.hu@unicatt.it
Abstract
Mobile devices are ubiquitous in the lives of modern consumers, who use them for
information-seeking and purchasing activities, fostering the emergence of m-com-
merce. This trend has been exacerbated by the COVID-19 pandemic, which has
boosted m-commerce growth in both developed and developing countries. Hence,
there is a need for cross-cultural research concerning the factors affecting beha-
vioural intentions. Drawing upon the hedonic information systems model, we mea-
sure the impact of utilitarian factors on satisfaction, repurchase intention, and
eWOM through the mediation of enjoyment across two countries characterized by
different stages of m-commerce readiness and culture: China and Italy. Findings sug-
gest that the impact of utilitarian factors on satisfaction is stronger among Italian
users than Chinese users. On the contrary, for Chinese users, who use their mobile
phones as a primary device to shop online, the mediation effect of enjoyment on sat-
isfaction and eWOM is stronger. With this study, we contribute to cross-cultural
research in m-commerce and provide guidelines to mobile retailers operating in
diverse international markets.
KEYWORDS
cross-country, eWOM, M-commerce, repurchase intention, utilitarian factors
1|INTRODUCTION
M-commerce (or mobile commerce) refers to any consumer's online
exchange completed through a mobile device (Chong, 2013a). Due to
the growing computational capacity of modern-day mobile devices
(i.e., smartphones and tablets) and the availability of broadband inter-
net connections (i.e., 4G and 5G), over the last decade, m-commerce
has emerged as the fastest-growing channel to promote and sell prod-
ucts and services (Sun & Xu, 2019). By 2025, it is expected that retail
m-commerce sales will reach $728.28 billion, accounting for 44.2% of
all digital retail sales in the US (Meola, 2022). Likewise, the percentage
of consumers switching from traditional e-commerce to m-commerce
is still increasing (Hentzen et al., 2021), mainly because mobile devices
represent a popular and convenient way to purchase products
(Chopdar et al., 2018; Gao et al., 2015; Tang, 2019). Mobile devices
can be used by consumers anytime and anywhere; therefore, they are
adopted at several stages of the buying process, that is, from the
search phase to the actual purchase, and increasingly in the post-
purchase phase (Lemon & Verhoef, 2016).
The use of mobile devices has also grown in popularity during the
in-store experience, as they can give access to product information or
be linked to loyalty cards (Cavalinhos et al., 2021). Moreover, mobile
Received: 16 August 2021 Revised: 26 August 2022 Accepted: 1 September 2022
DOI: 10.1111/ijcs.12868
This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any
medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
© 2022 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.
Int J Consum Stud. 2023;47:751–766. wileyonlinelibrary.com/journal/ijcs 751

marketing can reduce the length of the consumer decision journey
bypassing some steps of the traditional decision-making process
(Jebarajakirthy et al., 2021). The COVID-19 pandemic represented
another booster for m-commerce diffusion. Confined at home, con-
sumers have spent much more time using their portable devices for
shopping to overcome physical retailers' closures (Chopdar
et al., 2022). In the EU, the m-commerce share increased by 30% dur-
ing the second quarter of 2020, while in China, m-commerce pur-
chases spiked by 31.3% during lockdowns (OECD, 2020). This tide
was more accentuated in emerging economies, where smartphones
represent the only internet access for most users (Soto-Acosta, 2020).
Scholars have started investigating the determinants of mobile
device usage intention and, consequently, m-commerce acceptance
(Chong, 2013a; Chopdar & Sivakumar, 2019; Gao et al., 2015). The
current findings highlight consumers mainly adopt mobile devices and
e-commerce when they are easy to use, intuitive, useful, interactive,
and convenient (Akram et al., 2020). Notwithstanding, few studies
have investigated what happens in the post-adoption stage, that is,
repurchase intention decisions (Chopdar & Balakrishnan, 2020;
McLean et al., 2020). Henceforth, a research gap has emerged con-
cerning the factors affecting consumers' satisfaction, repurchase, and
eWOM intention in the m-commerce context (Chopdar et al., 2022).
Furthermore, most previous studies on m-commerce adoption
observed the simultaneous role of utilitarian and hedonic motivations
(i.e., problem-solvers/utilitarian-factors-driven versus enjoyment-
seekers/hedonic-factors-driven) (Ashraf et al., 2021), thus neglecting
the potential relationship between these two drivers. Utilitarian moti-
vations are related to the functional evaluation of the m-commerce
platform. In contrast, hedonic motivations (i.e., pleasure) refer to the
enjoyment that m-commerce provides to its users (Lei & Law, 2019).
Scholars recommend more research on the interplay of consumer util-
itarian and hedonic motivations (Hellier et al., 2003).
Another gap in m-commerce research concerns the role of culture
in m-commerce transactions (Chopdar et al., 2018). Culture is ‘the col-
lective programming of the mind that distinguishes the members of
one group or category of people from others’(Hofstede et al., 2010,
p. 6). Scholars have revealed that cultural differences affect
consumers' intention to use m-commerce (Chopdar et al., 2018).
Moreover, Zhang et al. (2012) found that perceived enjoyment has a
stronger influence on behavioural intention among Asian consumers
than among Western ones. However, existing studies on m-commerce
adoption have generally focused on a single country (Zhang
et al., 2012), while only a few studies have investigated the cross-
cultural differences (Chong et al., 2012; Chopdar et al., 2018;Lu
et al., 2017; Marinao-Artigas & Barajas-Portas, 2020). Furthermore,
most cross-cultural research selected Western countries such as the
UK, Australia, or North American countries as representative of
Western countries (Ashraf et al., 2021). Consequently, scholars call
for additional research across different cultures (Chong et al., 2012;
Mishra et al., 2021; Thongpapanl et al., 2018).
To fill these research gaps, the present study adopts a cross-
cultural perspective to investigate the effects of m-commerce
repurchase intention by comparing Asian and Western consumers. An
Asian country, China, and a Western country, Italy, were chosen for
two main reasons: (a) different cultural paradigms characterize Italy
and China according to Hofstede's (1980) cultural value dimensions,
that is, Italian consumers show a higher level of uncertainty avoid-
ance, individualism, and masculinity, whereas Chinese ones display
greater perceived power distance, and long-term orientation (Pratesi
et al., 2021); (b) Chinese consumers are heavier users of mobile
devices for shopping reasons than Italian users.
This study focuses on m-commerce for fashion products, which
represent a form of hedonic shopping (Hirschman & Holbrook, 1982).
In the context of IS (information systems) research, scholars extended
the Technology Acceptance Model (TAM) to explain users' adoption
of hedonic information systems by including a construct, enjoyment,
that is more likely to explain users' prolonged use for entertaining and
leisure activities versus instrumental or productive ones (Van der
Heijden, 2004). Enjoyment plays a crucial role in consumers' perceived
value of m-commerce for fashion products (Ko et al., 2009). Hence,
we considered enjoyment as a mediator in the relationship between
utilitarian motivations and the outcome variables of (a) satisfaction,
(b) repurchase intention, (c) and electronic word-of-mouth (eWOM)
intentions.
2|THEORETICAL BACKGROUND
2.1 |The hedonic model of technology adoption
TAM (Technology Acceptance Model) is a widely adopted framework
to analyse technology adoption and its outcomes. The model was
developed by Davis (1989). The latter extended the Theory of Rea-
soned Action (TRA) (Ajzen & Fishbein, 1980) and the Theory of
Planned Behaviour (TPB) (Ajzen, 1991) to explain individuals' decision
to adopt technology. TAM's original model posits that usefulness—
that is, the extent to which users expect that using a specific technol-
ogy would improve their job performance, and ease of use—that is,
the degree of lack of effort involved in adopting a specific technology,
both influence users' behavioural intention.
TAM is considered a parsimonious model to analyse traditional
technology adoption (i.e., computers in the workplace, mail,
cellular phones, and tablets). However, it provides a limited under-
standing of users' adoption and use of hedonic systems (Lin &
Bhattacherjee, 2010). Recently, new constructs have been integrated
into TAM to better explain individuals' willingness to adopt and use a
technology (McLean et al., 2018; Zhang et al., 2012). Accordingly,
some information systems aim to provide a self-fulfilling value to the
user, which goes beyond TAM's utilitarian and productive value (Van
der Heijden, 2004). The hedonic model of information systems devel-
oped by Van der Heijden (2004) posits that enjoyment is a relevant
aspect of information systems that do not necessarily provide utilitar-
ian benefits to its users, such as mobile gaming apps. Van der Heijden
(2004) suggests that an information system's hedonic or utilitarian
nature represents an important demarcation for the explanatory
power of traditional technology acceptance models. The hedonic
752 HU ET AL.

element relates to the fun or pleasure in the decision to adopt a par-
ticular technology regardless of performance consequences (Bruner
II & Kumar, 2005). Conversely, the utilitarian factor focuses on con-
sumers' use of technology to achieve their goals (Childers
et al., 2001). Hence, new constructs have been integrated into the
original model to reflect hedonic information systems' fun and enter-
taining character (Lin & Bhattacherjee, 2010; Van der Heijden, 2004).
Van der Heijden (2004) reveals that perceived enjoyment and per-
ceived ease of use are more prominent predictors of intention to use
hedonic information systems (movie website) than perceived useful-
ness, which is the opposite of what was found in the context of utili-
tarian system usage (Venkatesh & Davis, 2000). In this study, we
focus on a hedonic information system usage that is m-commerce for
fashion shopping; hence, the hedonic model of information systems
(HMIS) is appropriate for this context. The HMIS implies that hedonic
(i.e., enjoyment) and utilitarian factors (i.e., adoption readiness) are rel-
evant in choosing a technology. The model observes that utilitarian
factors such as ease of use, value, and technological customization
can trigger emotional hedonic responses among users, thus fostering
their intention to use new technology (Lowry et al., 2012).
2.1.1 | M-commerce adoption across cultures
Culture represents a socialization context that affects individual per-
ceptions of benefits and uses of technology (Pentina et al., 2016). Pre-
vious studies have shown that culture affects mobile commerce
adoption, leading to discrepancies among countries (Zhang
et al., 2012). For instance, Chong et al. (2012) focus on the determi-
nants of consumers' intention to adopt m-commerce and compare the
Chinese and Malaysian markets. Their results reveal that Chinese and
Malaysian consumers' adoption is influenced by different factors
(i.e., age, price, variety of services); still, some factors are in common
(i.e., trust and social influence). Chopdar et al. (2018) compare Ameri-
can and Indian consumers, suggesting that perceived risk influences
the adoption of m-commerce applications in India, thus reducing the
likelihood of shopping online through mobile devices due to cultural
differences. Indian people belong to a higher power distance and col-
lectivist culture (Hofstede et al., 2010), making them perceive a higher
degree of risk in purchasing through mobile applications.
In comparison, US consumers live in a lower power distance and
individualist society; therefore, they tend to use mobile shopping apps
more often (Chopdar et al., 2018). Marinao-Artigas and Barajas-Portas
(2020) investigate the determinants of satisfaction of m-shoppers
from Chile and Mexico, showing some differences between the two
countries in the reputation of an m-commerce retailer and functional
benefits. Ashraf et al. (2021) compare mobile shoppers' behaviour in
nine countries, showing that the adoption of m-commerce differs
depending on the market readiness stage. Consumers from markets at
an advanced readiness stage tend to be more hedonism-motivated
and use m-commerce intentionally/consciously. On the contrary, con-
sumers at an early readiness stage are likely to be more utility-
motivated and use m-commerce habitually/unconsciously.
As it emerges from this literature review, few studies have inves-
tigated the antecedents and consequences of repurchase intention in
m-commerce across cultures, particularly comparing countries with
different maturity levels in m-commerce use. Hence, in this study, we
analyse the m-commerce adoption in two different cultural contexts,
China and Italy, to understand whether culture affects the determi-
nants of repurchase and eWOM intentions. Among their main cultural
differences, China is a collectivist country with a high-power distance
and a long-term orientation. In contrast, Italy is an individualist coun-
try that ranks medium-low on power distance and has a short-term
orientation (Hofstede, 1980). Moreover, China and Italy display very
different digital markets. China's e-commerce revenues rank first
worldwide, accounting for 1412 billion USD sales in December 2021.
China has the highest level of mobile commerce readiness globally, as
mobile devices are used daily (Hu, 2020). Indeed, mobile retailing
accounted for 76% of the total e-commerce size in 2020 (J.P.
Morgan, 2020). On the contrary, the Italian e-commerce market is still
developing. At the end of 2021, Italy's e-commerce volume amounted
to less than 54 billion USD, far behind other European countries such
as the United Kingdom and Germany, which reached a sales volume
more than twice the Italian one (Statista, 2022). Hence, China and
Italy are two culturally different countries, and they also display a con-
trasting e-commerce landscape, with China representing the first e-
commerce market and Italy still lagging, despite being an advanced
economy.
3|HYPOTHESES DEVELOPMENT
3.1 |Utilitarian factors
McLean et al. (2018) conceptualized and tested utilitarian factors as a
multi-dimensional higher-order construct, including ease of use, con-
venience, and customization, directly affecting the consumer experi-
ence with m-commerce retailer platforms. Higher-order constructs
make theoretical models more parsimonious as they reduce the num-
ber of hypothesized relationships (Sharma et al., 2021; Thien, 2020).
Agrebi and Jallais (2015) reveal that ease of use and usefulness influ-
ence satisfaction during shopping on mobile devices. Scholars have
shown that consumers tend to stick with a mobile platform when they
perceive it as more convenient for shopping than a physical store
(Flavián et al., 2006; Shankar et al., 2011). Mobile platforms provide
several benefits to their users; for instance, they shorten the time
required to complete an online transaction (Eppmann et al., 2018;
Hofacker et al., 2016) and enable them to rapidly compare various
prices options (Santos & Gonçalves, 2019). Convenience is the possi-
bility to purchase from anywhere and at any time. Convenience has
also been analysed as an antecedent of satisfaction and intention to
use mobile shopping (Agrebi & Jallais, 2015). Finally, customization is
particularly important in m-commerce for fashion items. By creating
profiles with their image after providing information about their
height and weight, consumers can use virtual dressing rooms to dress
their virtual models with the e-commerce items (Blázquez, 2014).
HU ET AL.753

Thus, online retailers can send notifications and recommendations
based on consumers' preferences and requirements (Blázquez, 2014).
Based on this literature, we argue that utilitarian factors enhance con-
sumers' satisfaction because they influence the efficiency and conve-
nience of mobile shopping.
Hypothesis 1. Utilitarian factors (a higher-order con-
struct composed of ease of use, convenience, and cus-
tomization) will have a positive significant impact on
consumer satisfaction in m-commerce.
Existing studies have provided evidence of the role of utilitarian
factors on repurchase intention in e-commerce (Kim et al., 2012;
Kumar & Ayodeji, 2021). We argue that the utilitarian factors are par-
ticularly important for m-commerce because the channel has a lower
screen size and limited processing capabilities (Li & Yeh, 2010). Hence,
if consumers repeat their purchase, they find the platform easy and
convenient to use. Indeed, mobile channels that provide convenient
access add value to consumers' shopping, increasing their spending
and likelihood of repurchasing through the same channel (Wang
et al., 2015). Thus, we hypothesize:
Hypothesis 2. Utilitarian factors (a higher-order con-
struct composed of ease of use, convenience, and cus-
tomization) will have a positive significant impact on
repurchase intention in m-commerce.
A pleasant post-purchase experience can activate consumers'
eWOM, which involves sharing consumers' experience with pur-
chased products in the form of online reviews and ratings on social
media platforms, online communities, or product review websites
(Filieri, 2015). In particular, for Chinese people, other consumers'
product evaluation represents a significant reference factor in the pur-
chase decision (Filieri et al., 2018; Zhang et al., 2011). Chinese young
consumers easily access fashion information from websites, social
media or peers (Su & Tong, 2020). Previous studies have demon-
strated that consumers are increasingly willing to share eWOM,
reducing product and service uncertainty, and triggering purchase
intention (Amblee & Bui, 2008; Filieri, 2015). Accordingly, it has been
observed how the characteristics of digital platforms, such as ease of
use and usefulness, significantly influence the intention to continue
using eWOM platforms (Filieri et al., 2020). First, if users perceive
their navigation experience to be hassle-free, they will be more likely
to continue using these platforms and comment about their consump-
tion experiences. This phenomenon is explained by the fact that the
more a platform is easy to use and intuitive, the easier it will be for
the user to share feedback (Khammash & Griffiths, 2011). The ease of
use and usefulness of social media platforms influence consumer
intention to engage with them (Bazi et al., 2020). Therefore, we
hypothesize as follows:
Hypothesis 3. Utilitarian factors (a higher-order con-
struct composed of ease of use, convenience, and
customization) will have a positive significant impact on
eWOM in m-commerce.
3.2 |Enjoyment
Enjoyment embodies the hedonic aspect of shopping, as consumers
not only shop for utilitarian purposes but also to fulfil relaxation and
fun needs (Blázquez, 2014; Childers et al., 2001). Perceived enjoy-
ment represents the extent to which using the technology is seen as
enjoyable (Nysveen et al., 2005). Although some consumers may use
m-commerce for utilitarian scopes, they still want to have fun and
enjoy the m-commerce shopping experience, especially when brows-
ing hedonic products like fashion items. Hence, the hedonic and utili-
tarian motivations are copresent in m-commerce. However, as
Childers et al. (2001) suggest, one may be more dominant than the
other in different contexts. For instance, Chong (2013b) found that
Chinese consumers use m-commerce activities more if they find them
enjoyable. Moreover, Zhang et al. (2012) found that perceived enjoy-
ment is one of the most significant constructs in m-commerce adop-
tion and has a stronger influence among Eastern countries than in
Western ones.
In this study, we posit that enjoyment is a crucial mediating factor
between the utilitarian factor and the consumer experience outcome
in m-commerce (Bölen et al., 2021; McLean et al., 2018). First, consid-
ering usefulness and ease of use represent a necessary condition of
enjoyment, a mobile commerce application that only focuses on func-
tional benefits will not successfully produce satisfied consumers
(Eppmann et al., 2018). Therefore, we hypothesize:
Hypothesis 4. Enjoyment significantly mediates the
causal relationship between utilitarian factors and con-
sumer satisfaction in m-commerce.
Second, if a consumer enjoys browsing fashion items, they will
be more likely to continue using the same shopping platform in the
future. Indeed, hedonic browsing has been found to affect impulse-
buy at special events (Zheng et al., 2019). Previous studies have
highlighted that the hedonic factor mediates the effects of utilitarian
factors on consumer behaviour outcomes, that is, usage and purchase
(Davis et al., 2013). Therefore, we hypothesize the following:
Hypothesis 5. Enjoyment mediates the impact of utili-
tarian factors on repurchase intention in m-commerce.
Third, enjoyment has also been found to positively affect eWOM
and social participation (Shin et al., 2018). Scholars reveal that enjoy-
ment is a critical motivation for consumers to post positive reviews
about the hotel rooms they booked (Hu & Kim, 2018;Rouibah
et al., 2021). This study focuses on consumers' enjoyment of using an
m-commerce platform. We argue that consumers who enjoy browsing
an m-commerce fashion platform will be keener to spread positive
experiences with it online. Therefore, we posit:
754 HU ET AL.

Hypothesis 6. Enjoyment mediates the impact of utili-
tarian factors on eWOM in m-commerce. Figure 1pre-
sents the theoretical model of the study.
4|METHODOLOGY
4.1 |Research design and sample
We conducted an online survey to measure the constructs of our
conceptual model, collecting responses from consumers from Italy
and China in September–October 2019. We used Qualtrics to col-
lect responses from a non-probabilistic sample of university stu-
dents in China and Italy. University students have been used as a
sample in previous cross-cultural studies as they represent a signif-
icant segment of mobile users with digital media skills (Smith
et al., 2013).
The questionnaire asked respondents to consider their last
m-commerce fashion items' purchases. Fashion was selected as the
setting of our analysis as mobile channels have been proven to be
particularly relevant in commercializing fashion products worldwide
(Statista, 2022).
The questionnaire was translated from English to Italian and
Chinese using the back-translation procedure for cross-cultural
research (Brislin, 1970). Next, we compared the two versions to
eliminate discrepancies ensuring the accuracy of the translation
(Bian & Forsythe, 2012).
After removing incomplete responses, our final sample comprised
308 respondents, 155 from Italy and 153 from China. In the Italian
sample, 54% were female, and 94.8% were 18–24 years old. Similarly,
the Chinese sample was mostly women (71.9%) aged 18–24 (90.9%)
We also asked about the average monthly expenditure and yearly
family income: the average income of Italian respondents was in the
range of 40,000 and 80,000 euros per year, and their expenditure was
lower than 500 euros per month; the Chinese respondents' average
family income was less than 200,000 RMB (about 25,000 euros) per
year (58.7%), and their expenditure was lower than 5000 RMB (about
600 euros) per month.
4.2 |Constructs measures
The constructs adopted in this study were adapted from established
scales used in previous studies (Agrebi & Jallais, 2015; Brown
et al., 2005; Khalifa & Liu, 2007; McLean et al., 2018; Natarajan
et al., 2017; Rose et al., 2012; Singh & Swait, 2017). Likert type,
seven-point (from 1 =‘strongly disagree’to 7 =‘strongly agree’)
multi-item scales were used to measure the constructs. The wording
of each item is provided in Table 1.
5|RESULTS
5.1 |Data analysis
Partial least squares structural equation modelling (PLS-SEM) was adopted
for data analysis. PLS needs less strict rules regarding normality issues,
sample size, and measurement scale (Hair et al., 2017). PLS can simulta-
neously analyse the measurement model testing (reliability and validity)
and structural model testing. Another significant advantage is that PLS
enables researchers to analyse the model covering formative and reflective
constructs (Arya et al., 2021;Dash&Paul,2021). Hence, SmartPLS 3.2.8
software was used to analyse the two-step approach, including the mea-
surement and testing of the structural model in this research.
A sample size of 155 for Italy and 153 for China are sufficient for
PLS-SEM, with current research suggesting that a sample should be
higher than 100 respondents (Reinartz et al., 2009). Apart from this,
G*Power analysis was applied to find the minimum required sample
size (Faul et al., 2009). Based on this analysis, we found that having a
minimum of 129 sample sizes for each group is enough. Hence, the
sample size for Italy and China significantly met both criteria.
In terms of normality issues, we utilized a calculator-based on
webpower (Sharma et al., 2021; Zhang & Yuan, 2018) to check the
data for multivariate normality through Mardia's (1970) test. Mardia's
multivariate skewness was β=10.3597 p< .01, while the multivariate
kurtosis was β=81.9820, p< .01. DeCarlo (1997) stated that skew-
ness's requirement cut-off value is 1 and +1, while the value of kur-
tosis is 20 and +20. Hence, this shows that the data is not
distributed normality. However, we tested our research model via
FIGURE 1 Theoretical model.
Utilitarian factor represents a
higher-order factor measured by
the lower-order ease of use,
convenience, and customization
HU ET AL.755

PLS-SEM since PLS-SEM can overcome non-normality issues (Dash &
Paul, 2021; Ringle et al., 2012).
After ensuring that the sample size was sufficient for both groups
and checking the normality issue, the VIF values were examined to
test for common method bias (Kock, 2015). VIF results of 3.051 for
China and 1.759 for the Italian sample indicate that common method
bias is not a significant problem for this study (Kock, 2015).
5.2 |Measurement model testing
We assessed the measurement model, including both reflective and
composite constructs. First, we checked the reliability and validity of
the reflective constructs (satisfaction, enjoyment, purchase intention,
and eWOM). This was expanded to cover three reflective dimensions
of utilitarian factors: convenience, ease of use, and customization. As
the next step, utilitarian factors were established as a higher-order
composite construct based on their related dimensions for both the
Italian and Chinese samples.
Table 2shows the factor loadings, reliability, and convergent
validity of the reflective constructs in the model. Based on composite
reliability, each construct was higher than 0.8 for both samples, satis-
fying the minimum requirement of 0.70 (Nunnally, 1967). The AVE
values for all constructs in both samples were higher than the least
recommended value of 0.50, showing that the items met convergent
validity (Bagozzi & Yi, 1988). Moreover, as required, Cronbach's alpha
and rho_A exceeded 0.70 for both samples. Regarding factor loadings,
we have a few construct loadings between 0.5 and 0.7 in the Italian
sample. However, as Hair et al. (2010) suggested, those loadings can
be accepted if CR and AVE values can meet the required threshold.
Accordingly, all reflective constructs in this study have adequately sat-
isfied the validity and loading requirements for both samples.
The variables with higher-order and lower-order constructs were
examined to see whether discriminant validity performed well.
Discriminant validity was evaluated with two criteria: Fornell
and Larcker's (1981) criterion and heterotrait-monotrait (HTMT).
Fornell-Larcker criterion was met in both samples. The existing
literature suggests that the recommended HTMT value should be
smaller than 0.95. Gaskin et al. (2018) and Benitez et al. (2020) stated
that the HTMT ratio should be less than 1.00. Tables 3–6illustrate
that discriminant validity was met in this study for both samples.
Before assessing the structural model, utilitarian factors as a
higher-order construct were evaluated in the measurement model
using a two-stage approach (Ringle et al., 2012). This approach is
based on the evaluation of the latent formative construct. We
obtained the latent variable scores for the sub-constructs in the
initial stage as, in Ogbeibu et al.'s (2018) study. In the next stage,
all sub-constructs are provided by their respective latent variable
scores (Ogbeibu et al., 2018). The LTV construct scores are pre-
sented as indicators in the higher-order construct's measurement
model (AlNuaimi et al., 2021). The scores of the sub-constructs
(ease of use, convenience, and customization) constitute variables
of the latent construct (utilitarian factors) and have been added to
the structural model. We also checked Cronbach alpha, composite
reliability (CR), AVE, and Rho_A values. All values met the require-
ment, as shown in Table 2.
After this stage, we checked the variance inflation factors (VIF)
(Rasoolimanesh & Ali, 2018). For both samples, VIF values of latent
TABLE 1 Descriptive of the measurement items
Measurement items
1=strongly disagree, 7 =strongly agree
Convenience (Singh & Swait, 2017)
Shopping on m-commerce platforms (for example, through APP) is
convenient for managing my time.
Shopping on m-commerce platforms makes my life easier.
Shopping on m-commerce platforms fits with my schedule.
Customization (Rose et al., 2012)
It feels like m-commerce platforms are talking personally to me as a
customer.
It is important to me that m-commerce platforms feel like my
personal area when I use them.
I like it when I can customize the m-commerce platforms to my own
liking.
Ease of use (Natarajan et al., 2017)
Purchasing on m-commerce platforms is easy for me
Mobile payments are easy to use
Overall, I believe that m-commerce platforms are easy to use
Learning to use m-commerce platforms is easy for me
Interacting with brands on m-commerce platforms is flexible
Enjoyment (McLean et al., 2018; Natarajan et al., 2017)
I find using m-commerce platforms to be enjoyable
The actual process of using m-commerce platforms for shopping is
pleasant
I have fun using m-commerce platforms
Satisfaction (Agrebi & Jallais, 2015)
Overall, I am satisfied with my experience on m-commerce
platforms
I am satisfied with the pre-purchase experience of m-commerce
platforms (e.g., product search, quality of information about
products, product comparison)
I am satisfied with the purchase experience of m-commerce
platforms (e.g., ordering, payment procedure)
I am satisfied with the post-purchase experience of m-commerce
platforms (e.g., customer support and after-sales support,
handling of returns/refunds, delivery care)
My choice to use m-commerce platforms was a wise one
eWOM (Brown et al., 2005)
I made sure that others know that I purchased from this m-
commerce platform
I spoke positively about this m-commerce platform to others
I recommended this m-commerce platform to others
Repurchase intention (Khalifa & Liu, 2007)
It is likely that I will repurchase from m-commerce platforms in the
near future
I regularly repurchase from the same m-commerce platforms
I expect to repurchase from m-commerce platforms in the near future
756 HU ET AL.

constructs are less than 5, varying between 1.329 and 3.924. Further,
the criteria of latent constructs' weights were significantly met based
on the confidence interval approach. Lastly, to achieve nomological
validity, as suggested by Henseler (2017) and Rasoolimanesh and Ali
(2018), the fit indices (e.g., the Standardized Root Mean Square
Residual-SRMR) should not be less strong than the previous model
before adding the composite construct. In this study, the values of
SRMR were lower than 0.08 for both samples, which is the suggested
threshold before and after adding the composite construct. These
results show a valid model fit and nomological validity for the utilitar-
ian factors as a higher-order construct.
5.3 |Structural model testing
We used the variance explained (R
2
) to examine the model's explana-
tory power. Sarstedt et al. (2014) stated that R
2
values of 0.25, 0.50,
and 0.75 reflect weak, moderate, and substantial values, respectively.
TABLE 2 Reliability and validity of measurement model for lower-order constructs
Italy China
Loadings & reliability and validity Loadings & reliability and validity
Convenience
CON1 0.861 (α=.717, CR =0.842, AVE =0.641,
Rho_A =0.734)
0.951 (α=.934, CR =0.958, AVE =0.883,
Rho_A =0.934)
CON2 0.830 0.955
CON3 0.702 0.912
Customization
CUS1 0.763 (α=.702, CR =0.834, AVE =0.627,
Rho_A =0.700)
0.862 (α=.814, CR =0.889, AVE =0.821,
Rho_A =0.728)
CUS2 0.831 0.843
CUS3 0.780 0.855
Ease of use
EOU1 0.849 (α=.890, CR =0.921, AVE =0.700,
Rho_A =0.895)
0.941 (α=.916, CR =0.939, AVE =0.755,
Rho_A =0.926)
EOU2 0.889 0.913
EOU3 0.912 0.897
EOU4 0.823 0.889
EOU5 0.693 0.680
Enjoyment
ENJ1 0.931 (α=.929, CR =0.955, AVE =0.876,
Rho_A =0.929)
0.968 (α=.964, CR =0.977, AVE =0.933,
Rho_A =0.964)
ENJ2 0.937 0.971
ENJ3 0.940 0.959
Satisfaction
STF1 0.858 (α=.874, CR =0.908, AVE =0.664,
Rho_A =0.867)
0.877 (α=.921, CR =0.941, AVE =0.760,
Rho_A =0.925)
STF2 0.813 0.862
STF3 0.854 0.909
STF4 0.730 0.840
STF5 0.813 0.870
eWOM
ewom1 0.530 (α=.763, CR =0.852, AVE =0.670,
Rho_A =0.918)
0.863 (α=.908, CR =0.943, AVE =0.846,
Rho_A =0.941)
ewom2 0.925 0.958
ewom3 0.936 0.935
Repurchase intention
RI1 0.903 (α=.854, CR =0.911, AVE =0.774,
Rho_A =0.870)
0.927 (α=.884, CR =0.928, AVE =0.812,
Rho_A =0.890)
RI2 0.831 0.871
RI3 0.903 0.904
For higher-order constructs
Utilitarian
Convenience_UT 0.826 (α=.724, CR =0.844, AVE =0.644,
Rho_A =0.736)
0.935 (α=.863, CR =0.917, AVE =0.787,
Rho_A =0.882)
Customization_UT 0.744 0.791
Ease of Use_UT 0.835 0.928
HU ET AL.757

For the Italian sample, the R
2
values of 0.43 (enjoyment), 0.33
(eWOM), 0.49 (repurchase intention), and 0.66 (satisfaction) for the
endogenous variables in the model are to be considered moderate.
For the Chinese sample, the R
2
values of 0.67 (enjoyment), 0.17
(eWOM), 0.64 (repurchase intention), and 0.80 (satisfaction) for the
endogenous variables in the model are to be substantial. This result
illustrates a substantial degree of variance explained by the predictors
in our framework. Further, to evaluate the structural model, effect
sizes are one of the thresholds that ought to be considered. Lowry
and Gaskin (2014) stated that effect sizes of 0.02, 0.15, and 0.35
point out small, medium, and large effects. Hence, we also added
effect size in the structural estimation tables to show the effect sizes
of the relationships.
The PLS algorithm and the bootstrapping re-sampling method
with 155 cases for Italy and 153 cases for China samples separately,
and 5000 re-samples were applied to assess the structural model.
Tables 7–9illustrate the findings of the hypothesis testing for China
and Italy. When looking at Table 7, all hypotheses are supported
TABLE 3 Discriminant validity of
constructs with lower-order constructs
(Fornell-Larcker)
eWOM RI CON CUS EOU ENJ STF
Italy
eWOM 0.819
RI 0.556 0.88
CON 0.380 0.571 8.801
CUS 0.452 0.401 0.454 0.792
EOU 0.455 0.581 0.550 0.421 0.837
ENJ 0.521 0.630 0.605 0.494 0.540 0.936
STF 0.520 0.704 0.507 0.507 0.755 0.685 0.815
China
eWOM 0.920
RI 0.276 0.901
CON 0.284 0.785 0.940
CUS 0.379 0.476 0.606 0.853
EOU 0.316 0.815 0.852 0.583 0.869
ENJ 0.420 0.718 0.773 0.644 0.764 0.966
STF 0.411 0.742 0.785 0.699 0.782 0.858 0.872
Abbreviations: CON, convenience; CUS, customization; ENJ, enjoyment; EOU, ease of use; eWOM,
eWOM; RI, repurchase intention; STF, satisfaction.
TABLE 4 Discriminant validity of
constructs with lower-order constructs
(Heterotrait-Monotrait [HTMT])
eWOM RI CON CUS EOU ENJ STF
Italy
eWOM
RI 0.641
CON 0.447 0.720
CUS 0.613 0.515 0.630
EOU 0.484 0.656 0.664 0.535
ENJ 0.546 0.700 0.671 0.610 0.593
STF 0.560 0.803 0.745 0.652 0.849 0.742
China
eWOM
RI 0.304
CON 0.302 0.861
CUS 0.435 0.552 0.690
EOU 0.342 0.902 0.918 0.675
ENJ 0.441 0.776 0.814 0.722 0.813
STF 0.442 0.814 0.842 0.801 0.849 0.906
Abbreviations: CON, convenience; CUS, customization; ENJ, enjoyment; EOU, ease of use; eWOM,
eWOM; RI, repurchase intention; STF, satisfaction.
758 HU ET AL.

TABLE 5 Discriminant validity of constructs with the higher-order construct (Fornell-Larcker)
Italy China
ENJ eWOM RI STF UTI ENJ eWOM RI STF UTI
ENJ 0.936 0.966
eWOM 0.516 0.821 0.420 0.920
RI 0.628 0.556 0.880 0.718 0.276 0.901
STF 0.679 0.519 0.704 0.815 0.858 0.411 0.743 0.872
UTI 0.657 0.530 0.652 0.784 0.803 0.820 0.361 0.792 0.850 0.887
Note: Bold values are the square roots of AVE values.
Abbreviations: ENJ, enjoyment; eWOM, eWOM; RI, repurchase intention; STF, satisfaction; UTI, utilitarian factors as a highest order construct.
TABLE 6 Discriminant validity of constructs with the higher-order construct (Heterotrait-Monotrait [HTMT])
Italy China
ENJ eWOM RI STF UTI ENJ eWOM RI STF UTI
ENJ
eWOM 0.546 0.441
RI 0.700 0.641 0.776 0.304
STF 0.742 0.560 0.803 0.906 0.442 0.814
UTI 0.801 0.658 0.816 0.966 0.897 0.410 0.888 0.950
Abbreviations: ENJ, enjoyment; eWOM, eWOM; RI, repurchase intention; STF, satisfaction; UTI, utilitarian factors as a highest order construct.
TABLE 7 Structural estimations for both samples (hypotheses testing)
β
Standard
deviation (STDEV) Tstatistics (jO/STDEVj)pvalues
Effect
size (f
2
)
Hypothesis 1: Utilitarian factors !satisfaction .594 0.053 11.121 .000*0.517
Hypothesis 2: Utilitarian factors !repurchase intention .469 0.065 7.223 .000*0.231
Hypothesis 3: Utilitarian factors !eWOM .223 0.078 2.898 .004** 0.028
Hypothesis 4: Utilitarian
factors !enjoyment !repurchase intention
.260 0.054 4.838 .000*-
Hypothesis 5: Utilitarian
factors !enjoyment !satisfaction
.220 0.041 5.426 .000*-
Hypothesis 6: Utilitarian factors !enjoyment !eWOM .206 0.066 3.113 .002** -
*p< .001; **p< .005.
TABLE 8 Structural estimations for Italy (hypotheses testing)
β
Standard
deviation (STDEV) Tstatistics (jO/STDEVj)pvalues
Effect
size (f
2
)
Hypothesis 1: Utilitarian factors !satisfaction .598 0.064 9.251 .000*0.597
Hypothesis 2: Utilitarian factors !repurchase Intention .419 0.084 5.037 .000*0.200
Hypothesis 3: Utilitarian factors !eWOM .337 0.085 3.940 .000*0.096
Hypothesis 4: Utilitarian
factors !enjoyment !repurchase intention
.236 0.063 3.647 .000*-
Hypothesis 5: Utilitarian
factors !enjoyment !satisfaction
.189 0.049 3.856 .000*-
Hypothesis 6: Utilitarian factors !enjoyment !eWOM .197 0.069 2.803 .005** -
*p< .001; **p< .005.
HU ET AL.759

for the whole sample together. In Tables 8and 9, the findings
demonstrate the significant effects of utilitarian factors on satisfac-
tion and repurchase intention in both cases (Hypothesis 1and
Hypothesis 2). On the contrary, the effects of utilitarian factors on
eWOM were significant for Italy but not China. Hence, while
Hypothesis 3is supported for the Italian sample, it is rejected for
the Chinese sample.
To understand the mediation role of enjoyment between inde-
pendent and dependent variables in both samples, we applied the
bootstrapping procedure as suggested by Zhao et al. (2010). A media-
tion effect occurs when the indirect effect is significant. Based on our
results, Hypothesis 4, Hypothesis 5and Hypothesis 6were signifi-
cantly supported for both Italy and China. Hence, findings confirm the
mediating role of enjoyment between utilitarian factors and satisfac-
tion, eWOM, and purchase intention.
5.4 |Multi-group analysis
Before applying multi-group analysis (MGA) between two groups
through SEM, measurement invariance testing should be performed
(Hair et al., 2017). Hence, the measurement invariance of a composite
model (MICOM) assessment was performed through the permutation
test. MICOM is a three-step procedure consisting of (a) the estab-
lishment of compositional invariance assessment, (b) an assessment
of equal means and variances, and (c) configural invariance assess-
ment. Based on the PLS-SEM results, partial measurement invari-
ance was established for both groups (Table 10). This enables us to
compare and interpret the MGA groups' path coefficients (Henseler
et al., 2016).
Having established partial measurement invariance, the next
step is to evaluate the MGA using PLS-MGA bootstrapping
approach. This step allows us to see path coefficients and signifi-
cance levels for both groups (Italy and China users) by simulta-
neously comparing directly group-specific bootstrap estimates.
Based on this method, pvalues should be .05, or lower than .05,
and should be .95, or higher than .95, demonstrating a significant
difference between path coefficients across both groups (Henseler
et al., 2009). Table 11 illustrates the findings of PLS-MGA, that is,
whether there are significant differences between the two groups.
The findings reveal significant differences for each relationship
except for the relationship between enjoyment and repurchase
intention and the relationship between enjoyment and eWOM.
There is no significant difference between Italian and Chinese
users regarding the effect of enjoyment on repurchase intention
(p=.927). Additionally, the findings illustrate no significant differ-
ence between Italian and Chinese users for the relationship
between enjoyment and eWOM (p=.281).
On the other hand, the impact of utilitarian factors on eWOM
and satisfaction is much higher among Italian than Chinese users.
However, the effect of utilitarian factors on enjoyment and purchase
intention is much higher for Chinese users than for Italian users.
Lastly, the effect of enjoyment on satisfaction is much higher for
Chinese users than for Italian users.
6|FINDINGS AND THEORETICAL
IMPLICATIONS
6.1 |Findings
Our study provides evidence that m-commerce antecedents and
behavioural intentions are affected by cultural differences (Zhang
et al., 2012) and depend on the country's stage of m-commerce readi-
ness (Ashraf et al., 2021; Chopdar et al., 2018; Thongpapanl
et al., 2018).
Comparing the two samples, the influence of utilitarian factors on
satisfaction is stronger among Italian users than Chinese users, sug-
gesting that they tend to be more satisfied with their m-commerce
experience if they can accomplish tasks easily, conveniently, and with
personalization features fitting their needs. Moreover, our findings
show that Italian consumers, who also belong to a culture character-
ized by a high level of uncertainty avoidance (Italy scores of 75 out of
100 in the Hofstede et al.'s (2010) cultural value framework), are likely
to spread eWOM if the m-commerce experience meets utilitarian
motivations. On the contrary, the effect of utilitarian factors on
eWOM was not significant in the Chinese sample (China scores 24 for
uncertainty avoidance).
TABLE 9 Structural estimations for China (hypotheses testing)
β
Standard
deviation (STDEV) Tstatistics (jO/STDEVj)pvalues
Effect
size (f
2
)
Hypothesis 1: Utilitarian factors !satisfaction .440 0.068 6.513 .000*0.328
Hypothesis 2: Utilitarian factors !repurchase intention .618 0.088 7.013 .000*0.352
Hypothesis 3: Utilitarian factors !eWOM .050 0.117 0.450 .653 0.001
Hypothesis 4: Utilitarian
factors !enjoyment !repurchase intention
.169 0.076 2.263 .024*** -
Hypothesis 5: Utilitarian
factors !enjoyment !satisfaction
.403 0.059 6.838 .000*-
Hypothesis 6: Utilitarian factors !enjoyment !eWOM .309 0.106 2.917 .004*-
*p< .001; ***p< .05.
760 HU ET AL.

Interestingly, the mediation effect of enjoyment was supported in
the relationship between utilitarian motivations and consumer satis-
faction, repurchase intention, and eWOM for both samples. A funny,
pleasant, amusing browsing experience fosters consumer satisfaction,
repurchase, and eWOM intentions in m-commerce. This result sup-
ports the findings of Zheng et al. (2019), who found that utilitarian
browsing had an indirect influence on the urge to buy impulsively via
affecting hedonic browsing behaviour in e-commerce. We found a sig-
nificant difference between Italian and Chinese consumers in the
mediation effect of enjoyment between utilitarian factors and con-
sumer satisfaction, which might be due to cultural differences in the
usage of m-commerce (i.e., maturity of m-commerce). We reveal that
the effect of enjoyment on satisfaction is much higher for Chinese
users than Italian users suggesting that Chinese consumers derive
satisfaction from the pleasure of browsing fashion items through
mobile apps, while Italian consumers are more utilitarian-oriented
while they shop through their mobile phones. Therefore, ease of use,
flexibility, convenience of use (e.g., ‘on the go’), and usability are
prominent determinants of Italian consumers' satisfaction. In contrast,
while for Chinese consumers, these factors are probably a given, and
therefore they would value the entertainment features of mobile
apps. Shopping is one of the primary activities for Chinese online
users, and enjoyment fosters their satisfaction with m-commerce plat-
forms. Our results confirm the study by Lu et al. (2017), according to
which US consumers, who belong to a culture that scores high on
individualism (i.e., similarly to Italy, but much higher than Italy), con-
sider practical values of m-shopping at a higher degree than Chinese
consumers.
TABLE 10 MICOM results
Composite cvalue (=1) CI 95%
Step 2. Compositional
invariance
Utilitarian factor 0.999 [0.968; 1.000] Yes
eWOM 0.998 [0.984; 1.000] Yes
Enjoyment 1.000 [0.999; 1.000] Yes
Repurchase intention 1.000 [0.999; 1.000] Yes
Satisfaction 1.000 [0.999; 1.000] Yes
Composite
Logarithm of
variances ratio (=0) CI 95%
Step 3a. Equal
mean values
Utilitarian factor 0.593 [0.225; 0.220] No
eWOM 0.166 [0.225; 0.218] Yes
Enjoyment 0.784 [0.217; 0.217] No
Repurchase intention 0.630 [0.210; 0.229] No
Satisfaction 0.311 [0.219; 0.228] No
Composite
Difference of
mean value (=0) CI 95%
Step 3b. Equal
variances?
Utilitarian factor 0.220 [0.473; 0.495] Yes
eWOM 0.139 [0.255; 0.247] Yes
Enjoyment 0.496 [0.303; 0.353] No
Repurchase intention 0.573 [0.397; 0.426] No
Satisfaction 0.035 [0.463; 0.481] Yes
TABLE 11 Multi-group analysis results
Coefficients
Italy China Coefficients-difference (jChina Italyj)
pvalue
(Italian vs China)
Utilitarian factor !eWOM 0.332 0.028 0.304 .975
Utilitarian factor !enjoyment 0.651 0.819 0.168 .010
Utilitarian factor !repurchase intention 0.432 0.670 0.238 .022
Utilitarian factor !satisfaction 0.620 0.434 0.186 .969
Enjoyment !eWOM 0.301 0.397 0.095 .281
Enjoyment !repurchase intention 0.347 0.170 0.177 .927
Enjoyment !satisfaction 0.275 0.503 0.228 .013
HU ET AL.761

These findings can also be explained by comparing e-commerce
and m-commerce diffusion in Italy and China. In China, the e-commerce
sector is more advanced than in the United States and Western
Europe (Chen et al., 2020). Regarding m-commerce, in Italy, the
number of consumers shopping online through mobile phones is
relatively low; 43.5% of online retail sales are completed through
mobile phones in Italy instead of a percentage of 76% in China
(J.P. Morgan, 2020;Statista,2021). Thus, although Chinese users
nowadaysarefamiliarwithm-commerceapplications,thesemay
still be relatively new to Italian consumers, which is paradoxical
considering Italy is a developed country and China is considered a
developing country.
6.2 |Theoretical implications
Findings advance knowledge on the importance of cultural differ-
ences in mobile commerce strategies (Min et al., 2008; Zhang
et al., 2012). In detail, this study measured the impact of utilitarian
factors on satisfaction, repurchase intention, and eWOM inten-
tions by considering the mediating role of enjoyment. Results show
how the functional value deriving from the fulfilment of utilitarian
quest positively influences enjoyment and post-adoption intention,
such as repurchase intention and eWOM. Likewise, whether a con-
sumer perceives a mobile device as suitable for the selected scope,
they will be more satisfied with the entire purchase process (Bilro
et al., 2021).
Henceforth, this study addresses the need for research on the
antecedents and consequences of m-commerce at the post-adoption
stage of decision-making and across international markets with differ-
ent stages of m-commerce readiness (Ashraf et al., 2021; Chopdar
et al., 2018; McLean et al., 2018; Thongpapanl et al., 2018). Theoreti-
cally, this study extends research on the hedonic information systems
model to m-commerce for fashion items in cross-cultural contexts.
Including enjoyment in the proposed model also addresses the call for
studies on the influence of utilitarian factors on hedonic perceptions
(Lowry et al., 2012) and technology adoption models (Paul &
Bhukya, 2021). We also confirm the validity of McLean et al. (2018)'s
measurement of the utilitarian construct as a multi-dimensional con-
struct comprising the traditional TAM constructs of ease of use, con-
venience, and customization, representing the personalization of
content and services to the preferences and interests of consumers.
7|MANAGERIAL IMPLICATIONS
The study provides several managerial implications for retailers selling
their products through mobile applications in Eastern and Western
countries. We recommend that app developers design mobile shop-
ping environments that suit consumers' specific preferences from dif-
ferent countries. By doing so, online retailers can activate consumer
satisfaction, word of mouth, and repurchase intention (Filieri &
Lin, 2017).
In particular, we have highlighted how young Chinese consumers
enjoy shopping for fashion on mobile devices. In contrast, for Italian
consumers, mobile shopping is preferred for its efficiency and capacity
to minimize efforts or costs. We may observe that Italian consumers
only shop for products through their mobile apps if they perceive a
high functional value. At the same time, Chinese consumers will also
do it because they enjoy this activity and perceive low risks. Accord-
ingly, Chinese consumers enjoy shopping on their phones, while Ital-
ian consumers focus more on the utilitarian function of mobile apps,
for instance, ease of use, flexibility, and convenience.
Therefore, marketing managers in China should focus on develop-
ing enjoyable experiences to prevent consumers from switching to a
different platform. Instead, marketing managers operating in Italy and
similar contexts should focus on the functional benefits of m-com-
merce, as some Western consumers tend to base their purchase deci-
sion on utilitarian considerations.
Functional platforms will also facilitate eWOM among Italian
shoppers. In this country, eWOM appears to be based on what can be
achieved using the platform. While in China, app developers should
focus more on providing entertaining mobile environments, such as
integrating influencers' reviews, by providing videos of the products
and how they are used, and connection to social networking platforms
(e.g., WeChat, Little Red Book, and Douyin), and the like.
8|LIMITATIONS AND FUTURE STUDIES
In this study, we analysed consumer behaviour in two countries,
Italy and China, which are characterized by different cultures and
diverse stages of m-commerce readiness. To verify the generaliz-
ability of the findings, future research in m-commerce adoption
should focus on different geographical samples, for instance, other
emerging economies. Moreover, as the data collection was carried
out before the COVID-19 outbreak, it is compelling to analyse m-
commerce adoption after the major impact of the pandemic (Paul &
Bhukya, 2021). Furthermore, a limitation of this study is repre-
sented by the fact that our respondents are mostly young con-
sumers aged 18–24 (95%). Although the homogeneity of the
sample fosters the findings' generalizability to this age cohort,
future studies could focus on different age cohorts. Indeed, an
interesting venue for research is represented by the e-commerce
behaviour of elderly consumers, who have changed consumption
habits and increased online purchases during COVID-19 (Guthrie
et al., 2021).
Finally, our model focused on hedonic fashion products. Previous
studies on utilitarian products (i.e., phone cards; Cai & Xu, 2006)
have found that enjoyment did not predict satisfaction and loyalty in
e-commerce. Thus, it would be interesting to assess whether
enjoyment has a mediating role in purchasing utilitarian products. For
instance, mobile financial services represent widespread product
categories (Gupta & Dhingra, 2022) both in emerging markets and
advanced economies, therefore future studies could analyse related
shopping motivations from a cross-cultural point of view.
762 HU ET AL.

ACKNOWLEDGMENT
Open Access Funding provided by Università Cattolica del Sacro
Cuore within the CRUI-CARE Agreement.
FUNDING INFORMATION
There was no funding for this study.
CONFLICT OF INTEREST
The authors declare no conflict of interest.
DATA AVAILABILITY STATEMENT
The data that support the findings of this study are available from the
corresponding author, upon reasonable request.
ORCID
Lala Hu https://orcid.org/0000-0001-5492-3706
Raffaele Filieri https://orcid.org/0000-0002-3534-8547
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AUTHOR BIOGRAPHIES
Lala Hu, Ph.D., is Assistant Professor of Marketing at the Catholic
University of Milan, Italy. Her research focuses on international
marketing, cross-cultural marketing, and digital marketing. She has
published scholarly articles in journals including Journal of Busi-
ness & Industrial Marketing,Current Issues in Tourism,British Food
Journal, and International Journal of Emerging Markets.
Raffaele Filieri is a Professor of Digital Marketing in the Market-
ing Department at Audencia Business School, Nantes, France.
Dr. Filieri is Associate Editor of Journal of Business Research,
European Management Review, and International Journal of
Hospitality Management. His research focuses on consumer
behaviour in digital settings and digital marketing. He has pub-
lished over 60 research papers in 33 different journals, including
Journal of Service Research,Tourism Management,Annals of Tourism
Research,Journal of Travel Research,Journal of Interactive Market-
ing,Marketing Letters,International Marketing Review,Journal of
Business Research,Information & Management,Psychology & Mar-
keting,Industrial Marketing Management,IEEE Transactions on Engi-
neering Management,International Journal of Hospitality
Management,International Journal of Contemporary Hospitality
Management, Transportation Research Part E,The Journal of Tech-
nology Transfer,Technological Forecasting & Social Change,Com-
puters in Human Behavior and many more.
Fulya Acikgoz is a Ph.D. candidate at University of Bristol,
UK. Her research focuses on technology marketing and informa-
tion management, and social media. She has published in journals
including Journal of Business & Industrial Marketing,International
Journal of Contemporary Hospitality Management,Behaviour &
Information Technology,International Journal of Human-Computer
Interaction,Journal of Marketing for Higher Education, and Interna-
tional Journal of Technology Marketing.
Lamberto Zollo, Ph.D., is Associate Professor at the Department
of Economics, Management and Quantitative Methods at the Uni-
versity of Milan (Italy). His main areas of research refer to digital
marketing, consumer behaviour, and SMEs' innovation. He has
served on editorial boards and has published articles in several
international peer-reviewed journals such as: Journal of Business
Research,Journal of Business Ethics,Business Strategy & the Envi-
ronment,Journal of Managerial Psychology,Technological Forecast-
ing & Social Change,International Journal of Production Research,
and Management Decision.
Riccardo Rialti, Ph.D., is an Assistant Professor of Management at
the Department of Economics, Management and Quantitative
Methods at the University of Milan (IT). He got a Ph.D. in Busi-
ness Administration and Management from the University of Pisa
(IT). His main research interests are related to digital technologies
for management and marketing. His research focuses on big data,
organizational dynamic capabilities, knowledge management and
ambidexterity. His papers have been published in international
journals such as JBR, IEEE-TEM, TFSC, MD, BPMJ, CIT, BFJ, JGM,
and WREMSD. In recent times, Riccardo also started to work as a
strategic consultant for SMEs wishing to digitalize and to expand
their business.
How to cite this article: Hu, L., Filieri, R., Acikgoz, F., Zollo, L.,
& Rialti, R. (2023). The effect of utilitarian and hedonic
motivations on mobile shopping outcomes. A cross-cultural
analysis. International Journal of Consumer Studies,47(2),
751–766. https://doi.org/10.1111/ijcs.12868
766 HU ET AL.