Mobile Commerce Adoption: An Empirical Analysis of the Factors Affecting Consumer Intention to Use Mobile Commerce

In this era of exponential advancements in information and communication technology, the world has witnessed a high pace contribution of technology in every filed of life. The use of mobile services for doing commerce activities is increasing day by day. Mobile companies are concerned to know the factors to increase the usage even further. This research measures the factors which foster the consumers’ intention to use mobile commerce. Technology acceptance model is used in order to measure intention to use mobile commerce by analyzing the effect of various other variables on it. Intention to use is taken as dependent variable and perceived ease of use, perceived usefulness, social influence, perceived trust and awareness are the explanatory variables of the study. For testing the hypothesis the sample included was consisted of 313 respondents from faculty of Pakistani universities. Structured questionnaire is used as a measurement tool. Regression analysis was used for finding the factors that influence the intention to use mobile commerce. The findings of the research depicts that perceived ease of use, perceived usefulness, social influence, perceived cost and awareness have strong impact on intention to use mobile commerce while “perceived trust” has been found as the insignificant predictor of intention to use. This research study would provide help to the companies offering mobile commerce services, and various facilities and features through mobile communication services provided by the mobile network operators. On the basis of findings, this research will help mobile commerce service providers to keep in view the influential factors that lead to develop consumer’s intention to use while providing mobile commerce services.