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A framework for the use of m-commerce by brick-and-mortar retail stores in Angola
Ethical clearance: 2020FOBREC806
The lack of a dependable framework for using mobile commerce to manage brick-and-mortar retailer stakeholders' priorities continues to be a concern for conventional business leaders, who continue to struggle to incorporate productivity-enhancing technologies into their businesses. Even so, conventional retailers expect mobile commerce to enable them to respond to continuous uncertainty and unpredictable changes in a dynamic business environment, accommodate new consumer experiences, boost sales of products/services and achieve competitive advantage. Given the above, this study aims to explore the use of a framework for mobile commerce in brick-and-mortar retailers. The main objective is to investigate the underlying factors that are requisite for the use of a framework for mobile commerce in brick-and-mortar retailers. Thus, the study integrated the Technology-Organisation-Environment framework and the Task-Technology Fit model as the lens to better explore the magnitude of the problem. The study combined both the positivist and interpretive paradigms and followed a cross-sectional study design. Both the structured questionnaire and the semi-structured interview as survey instruments were considered appropriate for the collection of both qualitative and quantitative data from brick-and-mortar business managers/owners and mobile commerce business personnel. Descriptive analysis, Structural Equation Modeling analysis and content analysis were performed. Thus, triangulation between qualitative data and quantitative data was used to ensure concurrent validity. The general framework proposed by the study provides a comprehensive structural design within the alignment of brick-and-mortar retailer operations and mobile commerce practices. It may help conventional businesses to understand and identify the requisite factors in the adoption and use of m-commerce and assist business supporters in the process of technological innovation transfer.
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