Abstract
The last decades have seen continuous increases in electronic commerce (e-commerce) and particularly mobile commerce (m-commerce). These sharp increases, especially during the COVID-19 pandemic, have led companies to become aware of the potential of this trade channel. This paper investigates the effects of antecedents on behavioral intention in m-commerce and the role of consumer satisfaction in the buyer decision process. In our investigation, we used the modified technology acceptance model (TAM). The research was conducted through a survey based on a self-administered questionnaire, with the data being analyzed by structural equation modeling and cross-tabulation. Following the investigation, we found that perceived usefulness (PU) and perceived ease of use (PEU) positively influence behavioral intention. Consumer satisfaction also plays a significantly positive role in m-commerce actual use, influencing future behavioral intention. The results also showed that generational and gender differences strongly affect behavioral intention, with younger generations and male respondents being more inclined to use m-commerce.
Highlights
The development of technology has a significant impact on human life, including in business
Given the successive procedural relationship between perceived ease of use (PEU), perceived usefulness (PU), and behavioral intention underlined by other authors in the technology acceptance model (TAM) model [27,30,31,37,62,63,64,65,66,67,68,69,70], we propose a second hypothesis that describes this relationship: Hypothesis 2 (H2)
M-commerce is the simplest form of e-commerce, as mobile devices are available to individuals all the time, and applications are straightforward to use
Summary
The development of technology has a significant impact on human life, including in business. Mobile devices have the advantage of being available to the user for much longer than other online commerce tools, facilitating the purchase of products and services in terms of time and space. Dumanska et al [5] note a relatively rapid transition of consumers to e-commerce, and m-commerce, due to technological development, globalization, liberalization of international trade, and changes in consumption habits; phenomena that have fundamentally influenced the evolution of global commerce from traditional forms to online practices. Due to the prolonged growth of the COVID-19 pandemic, economic and social life after the pandemic will no longer be the same, due to health rules and traffic restrictions, which have led to changes in consumer behavior, influencing the growth of e-commerce and especially m-commerce [6,7]
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