Short answer
Design and market mobile commerce solutions that tap into consumers' desire to conform to social trends and follow what others are doing successfully.
- Field
- Innovation & Markets
- Source
- Asian Journal of Business Research (2022)
- Method
- Systematic Literature Review
- Evidence
- Moderate effect
Consumers are more likely to adopt mobile commerce when influenced by perceived social norms and the actions of others in the market. This innovation & markets research insight is drawn from a 2022 study published in Asian Journal of Business Research. Using Systematic literature review, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market mobile commerce solutions that tap into consumers' desire to conform to social trends and follow what others are doing successfully.
Mimetic and Normative Pressures Drive Mobile Commerce Adoption
Consumers are more likely to adopt mobile commerce when influenced by perceived social norms and the actions of others in the market.
Asian Journal of Business Research · 2022
Key Findings
- 01Institutional theory, particularly isomorphism, is frequently applied to organizational technology adoption but less so to consumer adoption.
- 02Mimetic (imitation) and normative (social obligation/standards) pressures significantly influence technology adoption, applicable to both organizational and individual levels.
- 03Cultural differences, norms, and demographics contribute to variations in technology adoption.
Application
Design takeaway
Design and market mobile commerce solutions that tap into consumers' desire to conform to social trends and follow what others are doing successfully.
How to apply
When designing a new mobile commerce feature or service, analyze competitor offerings and popular consumer behaviours to inform design choices and marketing messages that emphasize widespread adoption and social acceptance.
Project actions
- 01When researching user adoption, consider how social trends and peer influence might affect choices.
- 02Look for examples where a product's success is driven by its popularity or by fitting into societal expectations.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a theoretical framework (institutional theory) for understanding adoption beyond individual user factors.
- +Systematic review methodology ensures a comprehensive overview of existing literature.
Limitations
It can be challenging to isolate the exact impact of mimetic versus normative pressures from other factors influencing adoption.
Reliability & validity
The reliability of the findings depends on the quality and consistency of the studies included in the systematic review. Validity is enhanced by the systematic methodology but may be limited by the scarcity of direct research on consumer isomorphism.
Think critically
How might coercive pressures (e.g., legal requirements, mandates) also influence consumer adoption of mobile commerce, and how does this interact with mimetic and normative pressures?
Design Principles
"Leverage social proof and normative influence in the design and marketing of new technologies."
Understanding the social and market pressures that drive consumer technology adoption is crucial for developing effective market entry and growth strategies. Retailers can leverage these insights to tailor their marketing efforts and product development to align with consumer expectations and competitive landscapes.
What This Means for Your Design
People tend to adopt new technology, like using mobile apps to shop, if they see others doing it (mimetic) or if it's seen as the 'normal' or expected way to do things (normative).
How to use in your project
- 1.Use findings on mimetic and normative pressures to justify design choices that align with popular trends or user expectations in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that consumer adoption of technologies like mobile commerce is significantly influenced by market isomorphic pressures, specifically mimetic (imitation) and normative (social standards) forces. Understanding these drivers can inform design strategies that leverage social proof and perceived norms to increase user uptake.
Source
Asian Journal of Business Research
Market Isomorphism and Mobile Commerce Adoption in The Omnichannel: A Systematic Literature Review
journal · 2022
View sourceQuestions About This Research
- What does the research say about mimetic and normative pressures drive mobile commerce adoption?
- Design and market mobile commerce solutions that tap into consumers' desire to conform to social trends and follow what others are doing successfully. Evidence: Asian Journal of Business Research (2022).
- Why does "Mimetic and Normative Pressures Drive Mobile Commerce Adoption" matter for design?
- Understanding the social and market pressures that drive consumer technology adoption is crucial for developing effective market entry and growth strategies. Retailers can leverage these insights to tailor their marketing efforts and product development to align with consumer expectations and competitive landscapes.
- How can designers apply this research?
- Design and market mobile commerce solutions that tap into consumers' desire to conform to social trends and follow what others are doing successfully.
- What were the main findings?
- Institutional theory, particularly isomorphism, is frequently applied to organizational technology adoption but less so to consumer adoption.. Mimetic (imitation) and normative (social obligation/standards) pressures significantly influence technology adoption, applicable to both organizational and individual levels.. Cultural differences, norms, and demographics contribute to variations in technology adoption.
- What research method was used?
- Systematic Literature Review.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2022 journal from Asian Journal of Business Research.
- What should I do differently in my next project?
- When designing a new mobile commerce feature or service, analyze competitor offerings and popular consumer behaviours to inform design choices and marketing messages that emphasize widespread adoption and social acceptance.
- What are the limitations?
- The review noted a scarcity of research specifically on the inclusion of market isomorphism in consumer technology adoption studies, suggesting a need for further investigation into its discriminant validity and definitions.