Impact of perceived reflexive M-commerce on adoption intention in China

Abstract

Reflexive modernization influences consumers’ adoption of innovations. It is a practical problem that mobile commerce is being confronted with obstacles such as rejection, postponement, and opposition from consumers in China. This study focuses on the perspective of perceived reflexive M-commerce and constructs a research model to explore which factors influence consumers’ M-commerce adoption intention based on theory of planned behavior and theory of reflexive modernization. Data was collected from 327 subjects by web-based survey in China. Through empirical research, our results indicate that consumers’ attitude, subjective norms and perceived behavioral control have positive effects on M-commerce adoption intention. On the other hand, perceived reflexive M-commerce influences M-commerce adoption intention not only directly but indirectly through attitude and perceived behavioral control as well. Finally, subjective norms have negative impacts on perceived reflexive M-commerce. According to the conclusions, we propose the suggestions on how to reduce consumers’ perceived reflexive M-commerce. Key words: Adoption intention, perceived reflexive M-commerce, attitude, subjective norms, perceived behavioral control.