Open AccessMobile Commerce: A Rising Wave of Consumer Purchase Intention
Author(s) -
Asad Ur Rehman,
Moeed Ahmad Sandhu,
Muhammad Rehan
Publication year - 2019
Publication title -
journal of accounting and finance in emerging economies
Language(s) - English
Resource type - Journals
eISSN - 2519-0318
pISSN - 2518-8488
DOI - 10.26710/jafee.v5i2.853
Subject(s) - mobile commerce , curiosity , technology acceptance model , business , marketing , population , mobile technology , value (mathematics) , e commerce , mobile marketing , usability , mobile device , psychology , computer science , digital marketing , sociology , social psychology , demography , human–computer interaction , machine learning , world wide web , operating system
Because of the commonness and extensive usage of online technology these days, mobile commerce is an emerging area of attraction for marketing research. Although there is a dearth of studies exploring the factors that influence on mobile commerce embracement and adoption through mobile applications in general, particularly the effect of mobile commerce adoption attitude using Technology Acceptance Model (TAM) remains uncharted. The exploration of the technology acceptance factors is quite challenging and demanding primarily due to the reason that online population is widely dispersed and diversified in terms of their dynamics. Still this area remains a venture of curiosity to the marketers due to magnetism in its potential. Current research assist marketers by providing an insight into the factors that explains this scenario and the results could be used to capitalize the fast growing online market. Three hypothesis strongly validated the effect of perceived trust, perceived value and social influence on mobile commerce adoption while perceived self-efficacy was found to have a little effect on mobile commerce adoption. Predominantly, it was found that Technology Acceptance Model (TAM) remains most effective predictor to mobile commerce adoption. Current research could be used to comprehend and take advantage of key psychological attributes mentioned in the study to upsurge the volume of existing mobile commerce market.