What Drives Mobile Commerce? An Antecedent Model of Mobile Commerce Adoption
27 Pages Posted: 19 Jan 2014
Date Written: March 1, 2007
Mobile commerce - the consumer’s engagement in online transactions with sellers using mobile devices - differs from traditional or electronic commerce due to the potential for location-specific real-time transactions and the unique attributes of mobile devices. This paper aims to understand what drives consumers to engage in mobile transactions by viewing m-commerce adoption as a process consisting of three distinct, yet inter-related behaviors: (a) ‘getting information’ (b) ‘giving information,’ and (c) ‘purchasing’ products and services using mobile devices. First, these three behaviors are integrated, using the theory of implementation intentions. Second, following the theory of planned behavior, each behavioral intention is predicted through its attitude, subjective norm, and perceived behavioral control (self-efficacy and controllability). Third, a set of beliefs for each of the three m-commerce behaviors is identified, resulting in a comprehensive model of the drivers of m-commerce adoption. Finally, an empirical study with consumers in the United States tests and validates the proposed m-commerce adoption model. Implications for the adoption of m-commerce are proposed.
Keywords: Mobile Commerce, Mobile Commerce Adoption, Online Consumer Behavior, Theory of Planned Behavior
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