How mobile shopping habits differ around the world Brazil to Australia

Suppose, for example, an online trading platform for Australian consumers. How much should it be adapted when it is delivered in Brazil? Are the tastes and needs of Australian consumers similar to those of Brazilian consumers?

These are the questions that motivate and encourage a series of international m-commerce research conducted by Goodman Business School researchers and their colleagues around the world.

By using and interacting with the m-commerce platform, consumers form their perceptions of positive and negative qualities based on their perceptions of value. Our team of researchers found that evaluation is perceived in five main categories when it comes to m-commerce.

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Five categories of values
For example, imagine that Jackie wants to buy a new bike. It downloads a retailer app to search for product information (informational value). If she finds a good offer, the program can help her save money (monetary value). Jackie then thanks her friend who recommended the program, and now they have something in common to discuss (social value). Also, Jackie didn’t have to visit several retailers to decide what to buy, so the program also helped her save time (value for convenience). Finally, Jackie can buy a new bike from her to-do list (performance value).

A woman wearing a mask looks at her phone
A woman wearing a face mask to help curb the spread of COVID-19 in 2020. October month. Read from his mobile phone in Putrajaya, Malaysia.
Consumers are motivated to use the m-commerce platform based on these assessments. These motivations can be hedonic and utilitarian. Some users are motivated to use the platform of mobile platforms because they are pleasant and interesting, others - because the platform is functional and efficient.

These perceptions and motivations of values ​​explain how consumers use m-commerce. For some people, the use of m-commerce is intentional because they have to think about whether using it for a particular purpose is a good choice.

Uber Eats app on your smartphone.
The Uber Eats app is visible on the iPhone. (AP photo / Charles Rex Arbogast)
For example, when ordering food, these users may take some time to decide whether to order from the app or call the restaurant directly. In contrast, others tend to use m-commerce all the more so they don’t even have to think about what to do. For those consumers, opening an app and ordering food is an automated process that doesn’t need much consideration.

Evaluation of M-commerce
Based on a survey of nearly 2,000 consumers in various countries, we found that virtually all consumers value e-commerce as a source of information, social, operational, and convenience value. Surprisingly, consumers other than Indian and Brazilian consumers do not trust m-commerce because it helps them save money.

We note that consumers' experiences of e-commerce can vary greatly depending on their "pre-e-commerce" stages. Everyone has a tech-savvy friend who is very comfortable using their smartphones for virtually anything. They pay their bills, buy products and book restaurants in restaurants. Interestingly, m-commerce-ready consumers are more common in developed countries (Australia, USA, UK, and Singapore).

The man's hands are visible using a smartphone.
Consumers who are comfortable with m-commerce are more common in developed countries. (Piqselsas)
At the same time, everyone also has a technology-resistant friend who wants to do everything the old-fashioned way. They either pay their bills in person, at an ATM, or maybe even from their desktops, but never from a smartphone. Such consumers are more common in developing countries (Brazil, India, Pakistan, Bangladesh and Vietnam).

International m-commerce program managers are provided with news that they can use: Differences between developed and developing countries reveal different experiences. Consumers who are more prepared for m-commerce in developed countries use m-commerce platforms not only because they are efficient, but also because they are fun and enjoyable.

Fun elements are critical
For these consumers, the use of m-commerce can be a thoughtful and automated process. In this case, preference may be given to m-commerce solutions that incorporate innovative designs and interesting elements and that encourage normal use.

In contrast, more m-commerce-resistant consumers in developing countries are often motivated by efficiency. For them, m-commerce is essentially transactional and functional. They do not feel comfortable enough using m-commerce platforms to use them out of habit.

As reluctant consumers are not inclined to use e-commerce routinely, managers are encouraged to emphasize its advantage over it
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