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Description
As consumers use more and more their mobile devices, mobile commerce has increased in popularity among users and companies. As such, companies need to adapt to the changing shopping preferences of consumers. This research aims to provide insights into consumers’ predisposition to use mobile commerce based on an empirical investigation. Based on the theoretical premises of technology acceptance model, this research uses structural equation modelling to examine key influences of consumer behaviour in driving consumer intent for m-commerce adoption. The results highlight key marketing implications for academic research and practical implementations to address this prominent retailing trend. Specifically, the paper showcases that the practical implications for marketers of mobile commerce platforms extends to the experience of consumers on the apps to enhance their usage and subsequent adoption rates. This study also emphasizes the continued relevance of the technology acceptance model in understanding consumers’ interactions with mobile commerce.
Key words: technology acceptance model, mobile commerce, behavioral intention, SEM
