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This paper aims to study the factors that enhance perception of mobile commerce users to promote such form of shopping in Egypt. Researchers explored the factors affecting users of Mobile communication and electronic shopping by identifying all factors considered in technology users' behaviour theories. Researchers conducted an exploratory research, to examine the most relevant factors for mobile commerce adoption, also, tested the reliable and valid measures extracted, for considering its effect on the user’s perception of its usefulness and ease of use. Three factors were considered of main importance: social influence, convenience and hedonic motivations. Researchers tested those factors and they all affected User’s perception, further They affected each other. Thus, researchers concluded that, in Mobile commerce, Social influence were fully mediated with hedonic motivation and convenience. As of Convenience, it tends to be the most affecting for perceptions of consumers usefulness and ease of use also, it has a strong mediation effect between social influence and mobile commerce user’s perceptions. Corresponding author: Noha Bendary Email addresses for corresponding author: noha.bendary@gmail.com First submission received: 5th June 2017 Revised submission received: 30th July 2017 Accepted: 10th September 2017 Introduction Worldwide, expansion of electronic commerce and the surge of mobile commerce developed new opportunities and markets for businesses. According to global Retail survey (PWC, 2015), 47% of global consumers used mobile devices to make purchases during 2014 compared to 30% two years earlier, which implies a rapid growth in mobile device usage as one of the means of conducting online shopping. Moreover, 62% of global mobile device users compared to 75% in the Middle East believe that purchases are more likely through social media. In the Middle East, Egypt has the largest population for online buyers, 15.2%. However, due to the low purchasing power and other challenges such as security concerns for payments, the United Arab Emirates and Kuwait have more online buyers for e-commerce (Daily News, May 2015). In the UAE, 46% of total internet users are online consumers. On the other hand, in Egypt, which has the highest number of internet users, 55%, only 8% of total internet users are online consumers. Moreover, mobile internet users constitute only 22% of mobile subscribers who are almost 95 million. (Payfort, April 2015). Consequently, there is a huge potential in this market for M-commerce, However; there is still limited usage of such technology which possess lots of questions for the reasons underlying. To understand the term mobile commerce (m-commerce), the term split into “Mobile” and “commerce”. Mobile means “Anywhere and anytime access”. This access takes place through mobile communications networks, which facilitates this access regardless of geographic location (Hohenbery and Rufera, 2004). M-Commerce is defined as “buying and selling of goods and services, using wireless handheld devices such as mobile telephones or personal data assistants” (UNCTAD, 2002), or conducting Journal of Business and Retail Management Research (JBRMR), Vol. 12 Issue 2 January 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 61 transactions using communication networks (Muller-veerse, 2000). A mobile device is a wireless connection, however, not all wireless devices are mobile applications (Ancher and Dincau, 2002). Mobile commerce is as part of the electronic commerce evolution and many theories governing e-commerce can be explored for M-commerce to explain consumer behavior for such technology. Theories such as TAM (Technology Acceptance Model), TPB (Theory of planned Behavior), TAM2 (the extension of TAM), UTAUT (Unified Theory of Acceptance and usage of Technology) and UTAUT2 (The Extension of the Unified Theory of Acceptance and usage of Technology) are known theories for explaining consumer behavior in using technologies and electronic commerce. This research aims to study factors hypothesized in these theories and their effect on Mobile commerce in Egypt. Theoretical frame work There are an abundance of theories and models that attempt to explain consumer behavior in using technologies and electronic commerce, as TAM, TPB and TAM2. The technology theories originated from the theory of reasoned actions (TRA). This Theory considers the effect of experience, person’s demographics characteristics and personality traits on behavioral performance. Also, Perceived control was added to such theory, which led to the development of the theory of planned behavior (Ajzen, 1991; Ajzen, 1988). Ajzen (1988) explained perceived control as the level of difficulty of performing a behavior, and, hypothesized a direct relationship between perceived control and buying intentions (Ajzen, 2002). Thus, the behavioral buying intentions were considered as representative of consumer behavioral performance as of TPB. Behavioral intention is defined as the willingness and motivation to commit effort or time to a certain behavior (Courneya et al., 1999). Attitudes, subjective norms & perceived behavior control were added to TPB. Later, The TAM was developed for accessing user behaviour of information system technologies. It was an antecedent of TRA and TPB as it considered both buying intentions and attitudes. Its goal was to define the determinants of computing acceptance and its technology, through a theoretical based theory (Davis et al., 1995). The TAM emphasizes a person’s behavior towards technology by his attitudes and beliefs toward this technology. The perceived usefulness and ease of use were the main determinants of attitudes. The TAM model lacks normative constructs, such as the facilitating conditions component of perceived control, and affective measures of habit. The TAM model was extended, by Vankaetesh and Davis (2000), by incorporating subjective norms, image, job relevance, output quality & result demonstrability. Proceeding on theories of behaviour prediction to Technology, The Unified Theory of Acceptance and Use of Technology (UTAUT) developed as an extension for TAM and TAM2 models (Venkatesh et al, 2003). In this model, there are four key constructs that predicted behavioural intentions to use technology as follows; performance expectancy, effort expectancy, social influence, and facilitating conditions. First, performance expectancy is the degree to which such technology is beneficial to consumers in performing certain activities. While Effort expectancy represents the degree of ease of use of the technology. Then, Social influence which is the extent to which important others to the consumer, believe the consumer should use a technology. Finally, facilitating conditions which refers to consumers' perceptions of the resources and support available to perform the technology, its acceptance and usage behavior (Brown and Venkatesh, 2005; Venkatesh et al., 2003). In addition to the four factor, age, gender and experience were considered moderating the relationship between the four constructs and behavioral intentions. Complementary to UTAUT, Hedonic motivation, price value, experience and habits were added to the four constructs to extend the model to UTAUT2 (Venkatesh et al., 2012). Hedonic motivation has been used in consumer behaviour research (Holbrook and Hirchman, 1982). Hedonic motivation was defined as fun or pleasure derived from using technology, also, hedonic motivation has been conceptualized as perceived enjoyment (Van der Heijden, 2004; Thong et al, 2006). Price value was also integrated and defined as the extent that benefits of using technology are greater or less than the cost of using it. Finally, experience and habit reflects on the opportunity to use a target technology and was typically operationalized as the passage of time (Venkatesh et al., 2003). Lastly, habit was interpreted as the instrumental behaviour resulted from learning (Linayem et al., 2004) In this paper, researchers conducted exploratory research on Mobile commerce consumers and experts to emphasise the variables that would enhance Mobile shopping users’ adoption. They explored dependent and independent variables hypothesized in TAM and UTUAT2 models. The result emphasised Journal of Business and Retail Management Research (JBRMR), Vol. 12 Issue 2 January 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 62 the importance of perceived usefulness and ease of use as determinants of mobile commerce usage in Egypt. Furthermore, convenience, hedonic motivations, and social influence have a crucial effect on Mobile commerce, as of preliminary research. Perceived usefulness and Ease of use (EOU_PU) Perceived usefulness is the value addition of conducting any task using information technology or computing system, while perceived ease of use is the minimization of effort and time while using computing technology. Relative advantage and compatibility are the components of perceived usefulness. Relative advantages include several factors, such as cognitive and decisional control, enhanced privacy, improved security, and information access. Compatibility is matching of individual usage and lifestyles and the ability of the system to fulfil personal situational needs (Keeling 1999). Perceived usefulness is essential for anticipating buying intentions while perceived ease of use comes preceding usefulness (Igbaria, Guimaraes, & Davis, 1995). The importance of such variables is determined by the characteristics of technology used (Gefen and Straub, 2000). Also, ease of use importance varied in a study on MBA students. Ease of Use was important in their usage of booksellers of e-books, however, it wasn’t that important in the purchases. Moreover, there is empirical support provided for the relationship between usefulness and attitudes by several studies. There are many

Exploring the extension of unified theory of acceptance and use of technology, UTAUT2, factors effect on perceived usefulness and ease of use on mobile commerce in Egypt