Predicting Consumer Intention to Use Mobile Commerce in Taiwan

Hsin‐Hui Lin · Yi‐Shun Wang

75 citations0/0 files storedInternational Conference on Mobile Business

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Advances in wireless technology have increased the number of people using mobile devices and accelerated the rapid development of mobile commerce conducted with these devices. However, while many companies are vying for market share of the new business opportunities offered by wireless technology, research on m-commerce suggests potential consumers may not adopt these mobile systems, in spite of their availability. Based on an assessment of the existing literature regarding the theory of planned behavior and technology acceptance model, the current research presents an integrated model for predicting consumer intention to use m-commerce systems. It does this by adding (1) a trust-related construct ("perceived credibility") and (2) resource-related constructs ("perceived self-efficacy" and "perceived financial resources") to the TAM, with careful attention to placing these constructs in TAM's existing nomological structure. Data from 258 users in Taiwan tests against the integrated model using the structural equation modeling approach. The results support the integrated model in predicting consumer intention to use m-commerce.

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References

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