Exploring mobile commerce activities’ impact on retail firm performance

Purpose This study explores key dimensions of mobile commerce activities (MCAs), evaluates their impact on firm performance and examines the role of mobile commerce performance as a mediator and the role of industry competitive intensity as a moderator. Design/methodology/approach The qualitative research identified 21 principal retailers’ MCAs. A survey involving 172 retail executives was then conducted to examine the structure of MCAs and their impacts on firm performance. Findings Our findings reveal that the MCAs comprise four dimensions: guidance, connection, in-store conversion and relation. These dimensions jointly impact firm performance through mobile commerce performance, moderated by industry competition. Research limitations/implications This study provides a foundational understanding of MCAs. Future research should continue to explore how these dimensions interact. Practical implications Retailers can enhance their management of MCA investments by focussing on four key areas: guidance, contact, in-store conversion and relation. By customizing activities and prioritizing those that strengthen customer relationship management within one area, retailers can effectively align their MCA strategies with their specific business context. Originality/value The study’s originality lies in identifying and empirically testing the dimensionality of MCAs, emphasizing the role of customer-centric mobile performance and expanding the understanding of MCA value creation.