Abstract
Given the prevalence of online technology nowadays, mobile commerce continues to attract considerable attention for marketing research. However, studies on the factors that impact mobile commerce adoption via mobile applications are still limited. Moreover, there is minimal study that investigates the importance of attitudes towards mobile commerce as antecedents of mobile commerce adoption using Technology Acceptance Model (TAM), especially in the Malaysian market. These factors are crucial since the population of online users are massive and their influence is forming the untapped potential for marketers. By knowing the factors that drive the use of mobile commerce, this study seeks to facilitate marketers on how to use the findings and intensify the growth of online business in Malaysia. This quantitative study is cross-sectional in nature with 160 samples. Results showed that out of six hypotheses, five hypotheses were supported. The findings shed lights on the relevance of TAM in reasoning the adoption of mobile commerce via mobile applications. Also, this study provides insightful implications for marketers to understand consumer behaviour and strengthen the mobile commerce market.
Highlights
Understanding user’s attitudes that drive online business is paramount to encourage present and future economic expansion, especially in emerging markets as it yields limitless growth opportunities
This study revealed that attitude has the strongest coefficient towards mobile commerce adoption, followed by perceived usefulness, perceived self-efficacy, perceived ease-of-use, and perceived trust
This study confirmed that perceived usefulness is significant to attitude towards mobile commerce but unable to show the relationship between mobile commerce adoption
Summary
Understanding user’s attitudes that drive online business is paramount to encourage present and future economic expansion, especially in emerging markets as it yields limitless growth opportunities. Zinnov [53] reported that 91% of mobile users are utilising apps to learn about particular product or service that they intend to purchase. Such finding opens up an opportunity for mobile apps developers to fully optimise the traffic to attract more users adopting mobile commerce [24][36]. Due to its convenience and availability, a higher number of Internet users would be capable in generating more businesses that witness the shift of consumerism through mobile commerce adoption [5][7][10][39]
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