The widespread use of mobile phones has contributed to their use in business purposes, primarily in the area of commerce and financial services. In the contemporary digital environment, mobile commerce is the field of business activity which is in continuous expansion. In recent years, the use of mobile commerce in the Republic of Serbia also has high growth rates. In accordance with the concepts of numerous studies in the field of mobile commerce, the aim of this paper is to identify the key drivers of customer satisfaction and intentions to use the mobile services. The proposed research model includes two key variables contained in many technology acceptance models - the performance expectancy/usefulness and the effort expectancy/ease of use, but the model is particularly focused on the social environment presented through two components: personal influence and social networks. The survey was conducted on a sample of 402 respondents. The relationships between the variables of the research model were analyzed, regarding the use of mobile commerce, at the level of two segments of respondents: innovators and followers. Application of a multi-group analysis and segmentation of the respondents on the basis of this specific criteria gives special value to this paper. The paper provides useful practical implications, particularly in the field of use of social networks in order to create promotional and educational campaigns through which citizens can learn about the characteristics, benefits and the use of mobile commerce.