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Empirical Research on Behavioral Intention to Adopt Mobile Commerce Integrating UTAUT in Pakistan

김창수|Jafar Ali|Muhammad Awais
한국아시아학회 (The Korean Association Of Asian Studies(Kaas))|2021.11|아시아연구 (The Journal of Asian Studies)|제24권 제4호|pp. 1-30|DOI 10.21740/jas.2021.11.24.4.1

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키워드

Experience모바일 커머스Mobile CommerceUTAUT 모델UTAUT Model행위적 의도
주제분류지역학

초록

The rapid penetration of mobile devices and the most recent growths of growth technologies have brought to increasingly advanced services such as m-shopping for services and goods and m-payments. However, despite the growing numbers of mobile subscribers, real commerce operators are low in number in many developing countries. It is therefore profoundly important to determine what affect user’s decision to use m commerce. The objective of this study is to identify key determinants of m-commerce through UTAUT in Pakistan. This study proposes eight determinants of consumer’s behavioral intention: self-efficacy, effort expectancy, performance expectancy, social influence, facilitating conditions, ubiquity and previous mobile service usage experience. Data were obtained from Pakistan mobile subscribers (n= 500) and analyzed using smart PLS 3.0. The gathered results indicates the self-efficacy, effort expectancy, social influence, facilitating conditions, ubiquity and behavioral intentions are significantly related. While performance expectancy were insignificant in this study. Additionally moderating effect of mobile usage experience was also tested. The consumer experience has a moderating effect in one of the relationship hypothesized in model. The findings suggests that consumer insight into m-commerce have little to do with the mobile use duration. This study would bring value to research and its effects are important for policy makers who eager to make difference.

Abstract

The rapid penetration of mobile devices and the most recent growths of growth technologies have brought to increasingly advanced services such as m-shopping for services and goods and m-payments. However, despite the growing numbers of mobile subscribers, real commerce operators are low in number in many developing countries. It is therefore profoundly important to determine what affect user’s decision to use m commerce. The objective of this study is to identify key determinants of m-commerce through UTAUT in Pakistan. This study proposes eight determinants of consumer’s behavioral intention: self-efficacy, effort expectancy, performance expectancy, social influence, facilitating conditions, ubiquity and previous mobile service usage experience. Data were obtained from Pakistan mobile subscribers (n= 500) and analyzed using smart PLS 3.0. The gathered results indicates the self-efficacy, effort expectancy, social influence, facilitating conditions, ubiquity and behavioral intentions are significantly related. While performance expectancy were insignificant in this study. Additionally moderating effect of mobile usage experience was also tested. The consumer experience has a moderating effect in one of the relationship hypothesized in model. The findings suggests that consumer insight into m-commerce have little to do with the mobile use duration. This study would bring value to research and its effects are important for policy makers who eager to make difference.

참고문헌 (88)

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