What motivates Jordanians to adopt mobile commerce? An empirical study of the most relevant factors

Mahmud Alkailani,Nawras Nusairat

doi:10.5267/j.ijdns.2021.12.005

Abstract

This study aims to empirically investigate the most influential factors that affect the adoption of Mobile commerce (m-commerce). in Jordan. The factors explored in this study are: Perceived Risk (PR), Perceived enjoyment (PE), perceived ease of use (PEOU), relative advantage (RA), and social Influence (SI). A conceptual framework was proposed to show relationships between variables. Data was collected using surveys collected from 358 participants. Hypotheses were tested using a Structural Equation Modeling [SEM] and the results showed that all independent variables being investigated had significant effects on users' intention to adopt mobile commerce in Jordan. Based on the research findings, several recommendations and implications were reported for academics and companies. Suggestions for future research were also provided.

Highlights

E-commerce, through its 3 waves of evolution, utilized the internet to connect with users (Schnieder, 2016)
(β): path coefficient, P: probability value; **: p < .001 (β). This Study aims to investigate the landscape of Mobile commerce and examine the most influencing variables that affect the adoption of mobile commerce in Jordan
This study adds to the literature of mobile commerce through investigating the intention to adopt mobile commerce in a country not being investigated before; Jordan

Summary

Introduction

E-commerce, through its 3 waves of evolution, utilized the internet to connect with users (Schnieder, 2016). M-commerce covers any transaction utilized via mobile networks and any applications downloaded and used via mobile devices (Qingfei et al, 2008; Khalifa et al, 2002). Mobile commerce showed a very high penetration rate of 60% and above in some countries (Suki & Suki,2011; Khalifa, & Cheung, 2002). Nowadays, users use their mobile phones to search for information, make purchases and conduct financial transactions (Persand & Azhar, 2012; Hillman & Neusteadter, 2017; Ali et al, 2019). The emergence of the 3G and 4G technologies helped businesses better design their mobile applications to help users access and share information remotely and stay connected in a very creative way (Wei et al, 2008; Chong, 2012; Khalifa et al, 2012; Husand-yeh, 2018). Several studies attempted to investigate the factors influencing the intention to adopt m-commerce in the Arab world (Tarhini et al, 2019). and very limited research was conducted in Jordan

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