The Factors Influencing the Usage of Mobile Commerce among Rural Entrepreneurs in Peninsular Malaysia

Nur Syafiqah A.Samad,Fadhilahanim Aryani Abdullah,Norzalizah Bahari,Mohd Fathi Abu Yaziz

doi:10.3991/ijim.v15i20.23751

Nur Syafiqah A.Samad, Fadhilahanim Aryani Abdullah + Show 2 more

Open Access

https://doi.org/10.3991/ijim.v15i20.23751

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Abstract

This study investigates the factors contributing to the mobile commerce usage among rural entrepreneurs in Peninsular Malaysia. By using the Unified Theory of Acceptance and Use of Technology (UTAUT), the relationship between performance expectancy, effort expectancy, social influence and facilitating conditions on the utilization of mobile commerce were examined. Face to face survey method was used for data collection. 360 samples were subsequently analysed using the Partial Least Square-Structural Equation Modelling (PLS- SEM) method. The study found that social influence was the most influential factor in mobile commerce utilization. The performance expectancy, effort expectancy, social influence, and facilitating conditions were positive and significantly influenced the use of mobile commerce among rural entrepreneurs in Peninsular Malaysia. The findings were added significantly in bridging the knowledge gap concerning the elements influencing the mobile commerce usage among rural entrepreneurs. This empirical study provides significant input to all stakeholders, including government, relevant stakeholders (e.g. entrepreneurs, supply chain industry, telecommunications industry, and ICT industry), and local communities.

Highlights

The use of internet using mobile device among Malaysian user is about 80 percent of the Malaysian population represented high rates of mobile phone usage [1]
Malaysia who are registered under Dewan Perniagaan Melayu Malaysia (DPMM) over two-month period and the completed questionnaires were collected in September 2020
The result concluded that performance expectancy (PE), EE, Social Influence (SI) and Facilitating Conditions (FC) were strongly influencing the mobile commerce utilization among rural entrepreneurs

Summary

Introduction

The use of internet using mobile device among Malaysian user is about 80 percent of the Malaysian population represented high rates of mobile phone usage [1]. The function of mobile devices is no longer just for communication purposes, but it is useful for information gathering, various commercial activities, business and financial transaction, as well as entertainment [3]. Nowadays, both teenagers and adults are using the mobile device internet facility, contributing to the possibility of the mobile commerce utilization which grows progressively [4] due to the free access and familiar with them [5]. These percentages illustrate that the internet users in Malaysia are prefer to use mobile device for purchase and transaction events compared to a computer

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