Abstract
PurposeThis 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/approachThe 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.FindingsOur 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/implicationsThis study provides a foundational understanding of MCAs. Future research should continue to explore how these dimensions interact.Practical implicationsRetailers 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/valueThe 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.