Factors Influencing the Behavior Intention of Mobile Commerce Service Users: An Exploratory Study in Hong Kong

Ken Kin-Kiu Fong, Stanley Kam Sing Wong
2015 International Journal of Business and Management  
This study identifies and explores key determinants of the behavior intention of mobile commerce service users in Hong Kong. Findings from 390 respondents to a questionnaire survey indicated that the four key factors influencing users' intention to use a mobile commerce service are: the attitude of users toward the mobile commerce service, the users' perceived subjective norm, or the intensity of social and peer group pressure to use a mobile commerce service; the perceived ease of use of the
more » ... bile commerce service, and the localization of the mobile commerce service. This study contributes to the body of knowledge in the fields of service marketing, technology adoption, and customer relationship management. Previous studies on mobile commerce, especially those based on the technology acceptance model (TAM) developed by Davis, Bagozzi and Warshaw (1989) , mostly focused on finding the collective contribution of independent variables, such as compatibility, perceived usefulness, and perceived ease of use, on the dependent variable of actual use via the mediating variables of attitude and behavior intention. Less attention has been paid to the relative importance of each of the independent variables. This study fills that research gap by combining the TAM with the theory of planned behavior (TPB), developed by Ajzen (1991) , and by using multiple stepwise regression analysis to determine the relative importance of various factors that might affect the behavior intention of mobile commerce users. The factors used in this study are: attitude, subjective norm, ease of use, usefulness, compatibility, mobility, personalization, localization, gender, and marital status. Discovering the relative importance of the ten factors will help practitioners in the mobile commerce industry to concentrate their limited resources on the most productive areas. www.ccsenet.org/ijbm
doi:10.5539/ijbm.v10n7p39 fatcat:q5dzlj7wabfgloazen3mzxpqmi