Examining Factors Affecting the Acceptance and Adoption of Mobile Commerce Through the Consumers Lens in Pakistan

Abstract

The exponential growth of smart mobile devices and sophisticated mobile data transmission that is mobile technology. For instance, 4G and mobile commerce are receiving much attention from the practitioner and researchers that has opened new horizons and of course, it provides a platform that enables business community for the interaction of brand-consumers. Experts has claimed that the combining the traditional business with wireless technology that is mobile commerce services has changed the global business environment and introduced the new trends for business transactions. Marketers are focusing on the strategies that how consumers can access their brands and how they target to the specific segments of users especially to the young consumers. Regardless of the previous researches that has conducted by scholars over the last two decades on the adoption behavior of mobile commerce in a field of marketing and IT, further empirical investigation is required to explore the derives that motivate the consumers to adopt the mobile commerce services. The objective of present research is to investigate the determinants that effect the adoption intentions of mobile commerce in a Pakistani consumer market. For this purpose, the current study has extended the well-known technology acceptance framework that is Unified Theory of Acceptance and Use of Technology-model 2 (in short UTAUT2) by the addition of three individual characteristics dubbed personal innovativeness, self-efficacy and trust for examining the individual differences and their capabilities that may help to understand phenomena of adoption intention of mobile commerce. Data has collected from nationwide from the students of business schools that have accredited at NBEAC through self-administered survey. The data set help in testing the hypothesized model empirically. Self-administered questionnaires are distributed that were 680 in total from which 627 responses are received that has represented the response rate of 92.21%. The received quantitative data have analyzed through multivariate analysis (structured equation modeling) in doing so, measurement model and structural model have developed to test the proposed hypotheses in AMOS v23. Supplement analyses have also applied to test the mediation and moderation effects. Findings of the study have strongly supported the hypothesized model and proposed hypotheses; specifically, results show that all the seven mobile commerce in Pakistani consumer market. Implications for theory and practice are given and limitations have discussed along with the guidelines for future research that open new avenues for researchers.