A multi-analytical approach to understand and predict the mobile commerce adoption

Abstract

Purpose – The advent of mobile telephony devices with strong internet capabilities has laid the foundation for mobile commerce (m-commerce) services. The purpose of this paper is to empirically examine predictors of m-commerce adoption using a modification of the widely used technology acceptance model and the unified theory of acceptance and use of technology model. Design/methodology/approach – The data were collected from 213 respondents by means of an online survey. The data were analyzed through multi analytic approach by employing structural equation modeling (SEM) and neural network modeling. Findings – The SEM results showed that variety of services, social influence, perceived usefulness, cost and perceived trust have significant influence on consumer’s intention to adopt m-commerce. The only exception was perceived ease of use which observed statistically insignificant influence on adoption of m-commerce. Furthermore, the results obtained from SEM were employed as input to the neural network model and results showed that perceived usefulness, perceived trust and variety of services as most important predictors in adoption of m-commerce. Practical implications – The findings of this study give an insight of key determinants that are important to develop suitable strategic framework to enhance the use of m-commerce adoption. In addition, it also provides an opportunity to academicians and researchers to use the framework of this study for further research. Originality/value – The study is among a very few studies which analyzed m-commerce adoption by applying a linear and non-linear approach. The study offers a multi-analytical model to understand and predict m-commerce adoption in the developing nation like India.

Factors Influencing Employees’ Intention to Use Cloud Computing

“…Trust is an important factor affecting adoption of technology (Yadav et al, 2016;Tarhini et al, 2016;Abbasi et al, 2015). As cloud computing services are relatively new concept among internet service integrity aspects of this technology needs to be explored.…”

Integrating technology acceptance model and organizational innovativeness in the adoption of mobile commerce

“…The First hypothesis (H1) which states a positive relationship between perceived usefulness and mobile commerce adoption was supported. Previous studies have equally proved that perceived usefulness is an important factor that can accelerate the rate of adoption of IS/IT such as mobile commerce Yadav et al, 2016), e-commerce (Guriting & Ndubisi, 2006;Jahangir & Begum, 2008) and e-banking (Aboelmaged & Gebba, 2013;Tan et al, 2010). These findings have shown that the adoption of mobile technology is majorly anchored on the perception of usefulness by the consumers as the consumers would only increase the rate of usage if, for instance, they can retrieve required information with urgency, perform the transaction seamlessly and achieve their daily and other mobile commerce transaction objectives ).…”

“…Succinctly, this study defines PU as the benefits which users of mobile commerce may derive from the usage of the m-commerce. Such benefits or values may include facilitation of the process in locating a store, purchasing/selling of services and products, paying utility bills, executing banking transactions and even joining social networks (Khalifa & Shen, 2008;Nassuora, 2013;Hsu & Wang, 2011;Hanafizadeh et al, 2014;Yadav et al, 2016). Without these values, users will not be willing to adopt information system like m-commerce while the objectives of expending huge amount on m-commerce facilities may not be achieved by the service providers (Pikkarainen et al, 2004).…”

“…Without these values, users will not be willing to adopt information system like m-commerce while the objectives of expending huge amount on m-commerce facilities may not be achieved by the service providers (Pikkarainen et al, 2004). This therefore indicates the users will rapidly adopt m-commerce if the service providers are able to provide superior benefits over other alternatives (Tsu Wei et al, 2009;Yadav et al, 2016) and this will further signifies the success and acceptance of the platform. Based on this, the following hypothesis is formulated H1.…”

Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence

“…Firms adapting social responsibility concept are gaining a large amount of power to affect the consumer brand perception (Almajali et al, 2016;Yadav et al, 2016), as cause-related marketing (C-RM) is subsumed under corporate social responsibility (CSR); in practice CSR and C-RM can serve as different public relations instruments. On the other hand, Che'ron et al (2012) show that C-RM has a positive effect on consumer attitudes and can be more efficient cost-wise.…”