The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis

Mobile devices are ubiquitous in the lives of modern consumers, who use them forinformation-seeking and purchasing activities, fostering the emergence of m-com-merce. This trend has been exacerbated by the COVID-19 pandemic, which hasboosted 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, andeWOM through the mediation of enjoyment across two countries characterized bydifferent stages of m-commerce readiness and culture: China and Italy. Findings sug-gest that the impact of utilitarian factors on satisfaction is stronger among Italianusers than Chinese users. On the contrary, for Chinese users, who use their mobilephones 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-culturalresearch in m-commerce and provide guidelines to mobile retailers operating indiverse international markets.