An analysis of the barriers to the proliferation of M-commerce in Qatar: A relationship modeling approach

Abstract

Purpose - The purpose of this paper is to identify and develop a hierarchical model for the barriers affecting the growth of mobile commerce (M-commerce). Based on the model developed, the authors' objective is to identify those variables that are of strategic nature and are the root cause of the issue. Design/methodology/approach - Variables considered as barriers are identified, and utilizing the interpretive structural model approach, a relationship model is developed. Further, the impact matrix cross-reference multiplication applied to a classification approach is used to analyze the effect and dependence among these factors. Findings - The research in the area of M-commerce in the Arab world and related to the strategic aspect is limited in the extant literature. Thepresent study tries to fill this gap by investigating the variables that inhibit the growth of M-commerce in Qatar. The research shows that there exists a group of barriers having a high driving power and low dependence requiring maximum attention and of strategic importance, while another group consists of those variables that have high dependence and are the resultant actions. Practical implications - There is a growing concern that although the numbers of mobile subscribers are increasing at a very fast pace in Qatar, actual M-commerce activities in the country remain low. The findings of this study can be used to understand the differences between the independent and dependent variables and their mutual relationships. The study would also help the policy makers to develop suitable strategies to facilitate growth of M-commerce in the country. Originality/value - This research was the first attempt to investigate the relationships among the variables inhibiting the growth of M-commerce in a fast-growing economy in a Gulf Cooperation Council (GCC) region. Given that there is limited research on M-commerce in the GCC context, the study can be viewed as an investigation that provides a good understanding of the variables and their interrelationships affecting M-commerce proliferation.