As technology has increasingly disrupted traditional commerce, there is a need for inclusive growth to ensure that no group – particularly the underprivileged – is left behind. Against this backdrop, this paper aims to shed light on mobile commerce (m-commerce) adoption among street vendors. This study conducts an experiment to investigate the contribution of online reviews and relevant factors in enhancing the perceived usefulness and adoption of m-commerce.,This study used a 2 (perceived ease of use: high vs low) × 2 (trust in service provider: high vs low) × 2 (online review: positive vs negative) between-subjects design, resulting in eight experimental groups. The level of the online review was manipulated, and the degrees of perceived ease of use and trust were measured.,Perceived usefulness depends on online reviews when users perceive incongruent information (e.g. high ease of use but low trust); that is, users who saw positive reviews more strongly perceived the usefulness of m-commerce. On the contrary, perceived usefulness does not vary based on online reviews if users perceive congruent information (e.g. high ease of use and high trust).,This research advances the knowledge of m-commerce adoption by exploring the interaction of perceived ease of use, trust and online reviews, a combination that has not been addressed in previous empirical studies.

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在线评论对移动商务采用的作用：包容性增长背景

随着技术对传统商业的破坏日益加剧，有必要进行包容性增长，以确保不留下任何群体，尤其是弱势群体。在此背景下，本文旨在阐明街头小贩中移动商务（m-commerce）的采用。这项研究进行了一项实验，以调查在线评论和相关因素在增强人们对移动商务的感知有用性和采用方面的贡献。这项研究使用了2（感知的易用性：高与低）×2（对服务提供商的信任） ：高与低）×2（在线审查：阳性与阴性）的受试者之间设计，结果分为八个实验组。操纵了在线评论的级别，并测量了感知的易用性和信任度。当用户认为信息不一致时（例如，易用性高但信任度低），感知的有用性取决于在线评论。也就是说，看到正面评论的用户更加强烈地意识到了移动商务的用处。相反，如果用户感知到一致的信息（例如，高度易用性和高度信任），则感知的有用性不会因在线评论而异。该研究通过探索感知的易用性的交互作用，提高了移动商务采用的知识，信任和在线评论，这在以前的经验研究中还没有解决。