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Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context

Author

Listed:
  • Luis Edwin Chimborazo

    (University of Valencia, Marketing Department)

  • Marta Frasquet

    (University of Valencia, Marketing Department)

  • Alejandro Mollá

    (University of Valencia, Marketing Department)

Abstract

Purpose – This paper aims to explain the intention to use mobile phones for shopping based on the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT2) model in a developing country context, characterized by the mobile channel’s high growth rates. The research model analyzes perceived usefulness, perceived ease of use, social influence, facilitating conditions, and hedonic motivation on m-commerce usage intention. Design/Methodology/Approach – Data for the research were collected through a survey among mobile commerce users in Ecuador. We tested the model through partial least squares structural equations modeling (PLS-SEM). Findings and implications – The results showed that social influence, facilitating conditions, and hedonic motivation are significant determinants of the intention to use mobile commerce in a developing market context, while perceived usefulness and perceived ease of use are not. This paper’s main contribution consists in showing that, when the TAM model is expanded by including variables of the UTAUT2 model relating more specifically to the mobile technology, the influence of the ease of use and usefulness variables is not significant. Companies could develop mobile interfaces that are pleasant and stimulating, rather than utilitarian, since hedonic motivation is the variable with the greatest influence on m-commerce intention, and the one that emphasizes the social aspect of m-commerce. Limitations – The sample included individuals from a single country who were recruited from a university. Originality – The study focuses on m-commerce usage in a Latin American country, based on a combined TAM-UTAUT2 model that includes variables capturing the technological and social aspects of m-commerce.

Suggested Citation

  • Luis Edwin Chimborazo & Marta Frasquet & Alejandro Mollá, 2021. "Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 25-40.
    • Handle: RePEc:zag:market:v:33:y:2021:i:1:p:25-40
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    1. Norah Saud H. AL Hilal, 2023. "The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model," Sustainability, MDPI, vol. 15(6), pages 1-19, March.

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    Keywords

    TAM model; UTAUT2 model; mobile commerce; developing market;
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