Adoption of Tourism Mobile Commerce: an Empirical Study in China

This study integrates perceived risk, perceived context and perceived self into a technology acceptance model (TAM) to understand tourists' acceptance of tourism M-commerce in China. A questionnaire was designed and used to survey a randomly selected sample of tourists from Guilin, China, and obtained 274 usable responses. Structural equation modeling with AMOS revealed that the intention to adopt tourism M-commerce is mainly affected by the perceived ease of use, perceived usefulness, perceived self and perceived risk in general. The results provide support of the extended TAM model and confirm its robustness in predicting tourists' intention of adoption of tourism M-commerce in China. This study contributes to the literature by formulating and validating TAM to predict tourism M-commerce adoption, and its findings provide useful information for mobile service providers in formulating M-commerce marketing strategies.