An Integrative Model of Mobile Commerce Adoption

Abstract

Mobile commerce -- the consumers’ engagement in transactions with sellers using mobile devices -- differs from traditional or electronic commerce due to the possibility for location-independent, real-time transactions, and the unique attributes of mobile devices. This paper aims to understand what drives consumers to engage in mobile transactions by viewing m-commerce adoption as a multi-dimensional process consisting of three inter-related behaviors: (a) getting information (b) giving information, and (c) purchasing with mobile devices. Following the theory of planned behavior, each behavior is predicted through its attitude, subjective norm, and perceived behavioral control. Then, a set of attitudinal and control (self-efficacy and controllability) beliefs for each of the three proposed m-commerce behaviors is identified, resulting in an integrative model of the drivers of m-commerce adoption. Finally, two independent empirical studies with over 700 mobile users in the United States and the Republic of China validate the proposed integrative model of m-commerce adoption. Interestingly, the proposed m-commerce model substantially differs from both traditional and also electronic commerce since most of the proposed antecedents are IT-enabled mobile-specific antecedent factors. Implications for understanding and promoting the adoption of m-commerce are discussed.

Keywords: Mobile Commerce Adoption, M-Commerce, Mobile User Behavior, Theory of Planned Behavior