Abstract

The emergence of mobile devices, especially the tablet, has created chances and challenges for mobile commerce vendors across the continents, as they seek to increase their profits and optimize the users’ online shopping experience. This study examines how mobile devices affect mobile commerce with regards to tablet usage for online shopping in developed and developing nations. The intervention of mobile devices in mobile commerce should be aboveboard, so that it can be easily understood by both, customers and e-tailers. An exploratory and confirmatory factor analysis was conducted to validate the constructs while structural equation modelling was employed to test the hypotheses based on 550 respondents’ feedback. The findings show that the reputation of an e-tailer’s website is the determinant of trust to use a mobile tablet for online shopping while ease of use colligates with customer loyalty. Future research can concentrate on the impact of using a tablet for sales increase or how social media apps influence mobile commerce by using a tablet, with a focus on generation X and Y of developed and developing countries. This research impacts and extends the growing body of knowledge on usage of mobile devices. This study reveals the need for e-tailers to combine their in-house strategy with emerging technology and create a technology plan that targets consumer interest. Online vendors need to target the tablet users globally when optimizing their websites, for effective visibility and usability. This action plan will facilitate a cordial customer-e-tailer relationship. This study on mobile commerce in the context of tablet usage is paramount to the marketing practitioners and the scholars. This is a scanty research domain, but there is more publicity about the study on practitioner’s electronic and print media. Due to this limitation in academia, this study contributes to filling some research vacuum in mobile commerce.