Using an extended technology acceptance model to understand the behavioral adoption intention of mobile commerce among Chinese consumers

Abstract

The ubiquitous nature of mobile handsets is enhancing consumers’ shopping experience and thus encouraging extensive m-commerce adoption. The personality traits of the users of m-commerce vary and thus understanding the perspective of people to utilize mobile commerce systems is vital. This study thus examined the factors that drive Chinese consumers to adopt m-commerce. The Technology Acceptance Model (TAM) was utilized as the theoretical foundation while the analysis was completed with AMOS using structural equation model techniques. The results have demonstrated that perceived usefulness and perceived ease of use influence m-commerce adoption intentions. Also, service quality along with security, and privacy, were found to significantly drive mobile commerce adoption intentions. Perceived risk showed a significant but negative impact on adoption intentions of m-commerce. Familiarity showed a significant positive three-dimensional impact on PU, PEOU, and m-commerce adoption intentions. The theoretical and managerial repercussions of these results on m-commerce development and diffusion are discussed.