Examining Factors Affecting the Acceptance and Adoption of Mobile Commerce through the Consumers’ Lens in Pakistan

Abstract

The study at hand is aimed at finding the factors that affect the intention of customers to adopt m-commerce for their routine behavior. We measured how trust, brand equity, and social influence affect the “intention to adopt m-commerce”. The data was collected from consumers which were part of the University of Punjab and have mobile for use in social and commercial activities. The results reveal that we can use m-commerce for different activities and trust and brand equity affect on it. Social influence mediates the relationship between trust, brand equity, and dependent variables. Future directions are given.