The Factors Influencing the Usage of Mobile Commerce among Rural Entrepreneurs in Peninsular Malaysia

The mobile usage mainly for business activities among rural entrepreneurs are still in infancy stage due to several challenges. It is good if the study on the factors identification of mobile commerce usage specifically among rural entrepreneurs are conducted. Hence, the objective of the study is to investigate the factors contributing to the mobile commerce usage among rural entrepreneurs in Peninsular Malaysia. By using the Unified Theory of Acceptance and Use of Technology (UTAUT), the relationship between effort expectancy, performance expectancy, social influence and facilitating conditions on the utilization of mobile commerce were examined. Face to face survey method was applied for data collection. The Partial Least Square-Structural Equation Modelling (PLS-SEM) method was used to investigate 360 samples regarding the factors contributing the mobile commerce usage. The study indicated that social influence was the most influential factor in mobile commerce utilization. The effort expectancy, performance expectancy, social influence, and facilitating conditions were positive and significantly influenced the use of mobile commerce among rural entrepreneurs in Peninsular Malaysia. The findings were added significantly in bridging the knowledge gap concerning the elements influencing the mobile commerce usage among rural entrepreneurs. This empirical study provides significant input to all stakeholders, including government, relevant stakeholders (e.g. entrepreneurs, supply chain industry, telecommunications industry, and ICT industry), and local communities. © 2021