Mobile Commerce Adoption: An Empirical Analysis of the Factors Affecting Consumer Intention to Use Mobile Commerce

Muhammad Usman Shah · Syeda Fatimee · Muhammad Sajjad

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

Abstract

In this era of exponential advancements in information and communication technology, the world has witnessed a high pace contribution of technology in every filed of life. The use of mobile services for doing commerce activities is increasing day by day. Mobile companies are concerned to know the factors to increase the usage even further. This research measures the factors which foster the consumers’ intention to use mobile commerce. Technology acceptance model is used in order to measure intention to use mobile commerce by analyzing the effect of various other variables on it. Intention to use is taken as dependent variable and perceived ease of use, perceived usefulness, social influence, perceived trust and awareness are the explanatory variables of the study. For testing the hypothesis the sample included was consisted of 313 respondents from faculty of Pakistani universities. Structured questionnaire is used as a measurement tool. Regression analysis was used for finding the factors that influence the intention to use mobile commerce. The findings of the research depicts that perceived ease of use, perceived usefulness, social influence, perceived cost and awareness have strong impact on intention to use mobile commerce while “perceived trust” has been found as the insignificant predictor of intention to use. This research study would provide help to the companies offering mobile commerce services, and various facilities and features through mobile communication services provided by the mobile network operators. On the basis of findings, this research will help mobile commerce service providers to keep in view the influential factors that lead to develop consumer’s intention to use while providing mobile commerce services.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 2004What drives mobile commerce?2004Toward an understanding of the behavioral intention to use mobile banking 2003Factors influencing the usage of websites: the case of a generic portal in The Netherlands 2000The technology acceptance model and the World Wide Web 1999Adoption of Internet banking by Australian consumers: an empirical investigation 2005Exploring factors affecting the adoption of mobile commerce in Singapore

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