Determinants of users' intention to adopt m-commerce: an empirical analysis

The fast-growing penetration of mobile devices and recent advances in mobile technologies have led to the development of increasingly sophisticated services such as m-shopping for goods or services and m-payment. However, although the number of mobile subscribers is increasing, levels of actual m-commerce activities in many cases remain low. Determining what influences users' intention to use m-commerce is therefore of growing importance. The purpose of this study was to investigate possible factors. To this aim, we developed a conceptual user adoption model based on technology acceptance model variables and on specific factors such as social influence, personal innovativeness, customization, and individual mobility. The empirical results show that social influence and customization significantly affect perceived usefulness; mobility, customization, and personal innovativeness significantly affect perceived ease of use; and perceived usefulness and perceived ease of use have a direct positive effect on behavioral intention.