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The market of Saudi Arabia offers considerable potential for the success of mobile commerce (m-commerce) technology. In this context, this study aims to investigate the factors that influence the intentions of Saudi citizens and firms to use m-commerce technology. This study paper advances the literature by proposing a novel model to investigate the motivations behind adopting m-commerce in Saudi Arabia. The model defines factors that influence both customer and provider intentions of adopting m-commerce. The paper also outlines the methodology to be followed to evaluate the proposed model.

A Novel Model of Adoption of M-Commerce in Saudi Arabia