Modeling the factors affecting the adoption of mobile commerce in Malaysia Higher Institutions

Abstract

Mobile Commerce also known as M-commerce is thought to be the next big phase in technologically dependent society after following E-commerce era. Mobile commerce has been a huge success in terms of individuals’ adoption in some markets like Japan, while, surprisingly, not as flourishing in others. However, its adoption and level of use are low in Malaysia compared to others nations such as Japan. Many studies have been conducted using traditional adoption models and theories (such as TAM) that mainly focus on technology aspects. This study aims to identify some factors that affect the adoption of M-commerce in Malaysia by developing M-commerce adoption Model based on exiting technology model such as, Theory of Reason Action (TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Diffusion Innovation theory (DOI). Structural Equation Modeling (SEM) technique is used to test the proposed M-commerce Model. The findings revealed that Perceived Usefulness, Perceived Ease of Use and Perceived trust are positively associated with consumer attitude towards use which is affecting consumer intention to use. Personal innovativeness and perceived cost were found to have insignificant effect on consumer attitude towards use. In addition, Social Influence affecting subjective norm is found to have significant effect on consumer intention to use M-commerce. Facilitating condition is also affecting perceived behavioral control which has strong relationship with consumer intention to use M-commerce. The findings made a contribution, allowing us to understand the factors that can affect the adoption of Mcommerce. The findings have showed that the extended and modified model has good fit to the early adopter of M-commerce services and it explained 39 percent of the consumer’s intentions to adopt M-commerce services. The proposed M-commerce model has the potential to use as a basis for industry players’ evaluation of adoption potential of new M-commerce services