Open AccessMobile Commerce Switching Intentions in Thai Consumers
Author(s) -
Kedwadee Sombultawee
Publication year - 2017
Publication title -
mediterranean journal of social sciences
Language(s) - English
Resource type - Journals
eISSN - 2039-9340
pISSN - 2039-2117
DOI - 10.1515/mjss-2017-0049
Subject(s) - business , marketing , structural equation modeling , referral , incentive , mobile commerce , unified theory of acceptance and use of technology , focus (optics) , consumer behaviour , social influence , advertising , psychology , microeconomics , economics , computer science , medicine , social psychology , physics , family medicine , machine learning , optics
This research applies an extended Unified Theory of Adoption and Use of Technology (UTAUT) model to consumer intentions to switch from other retail channels to mobile commerce in Thailand. Mobile commerce is a rapidly growing segment of the consumer market, but remains in an early stage of adoption in many markets. A survey of Thai consumers (n = 458) was conducted online and analyzed using a structural equation modeling (SEM) approach. Findings showed that the extended UTAUT model, which included online social support and convenience, significantly explained the consumer decision to engage in mobile commerce. However, direct incentives (discounts and referral codes) were not significant. The implication of these findings is that mobile commerce providers need to focus on building social support for the technology itself, rather than relying on marketing tools like discounts or referral codes if they want to shift sales away from other retail channels.