Factors Affecting Consumer Intention to Adopt M-commerce

Abstract

The. Mobility has created a new path that drives innovation. The advancement of smartphones, tablets and other handheld devices coupled with increasing broadband network access have innovated many business opportunities in the m-commerce context. To exploit these market opportunities, existing and potential businesses attempt to capitalize on mobile channels to grow in the respective industries. Sri Lanka is not an exception in facing such exponential developments in m-commerce. Though the mobile and Internet penetration rate were high in Sri Lanka, it was identified that the adoption rate of m-commerce was low. Therefore, the aim of the current study was to identify the factors affecting consumer intention to adopt m-commerce. For the current study, a model was developed by integrating the Technology Acceptance Model and Theory of Planned Behaviour while adding another variable, Trust in m-commerce. An online survey questionnaire was adopted as the data collection instrument. Snowball sampling and convenience sampling methods were used to obtain 554 responses from customers. Model testing revealed that Perceived Ease of Use, Perceived Usefulness, Attitude, Perceived Behavioural Control and Trust have a significant effect on consumer intention to adopt m-commerce. Trust in m-commerce was affected by Perceived Usefulness, Subjective Norm, Attitude and Perceived Behavioural Control. Among these factors, Perceived Usefulness had the highest influence. Moreover, trust partially mediates the influence of Perceived Usefulness on the intention to adopt. The mediating effects of Perceived Ease of Use and Trust in m-commerce were also discovered in this study.