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A multi-analytical approach to understand and predict the mobile commerce adoption

Rajan Yadav (Department of Management, Delhi Technological University, Delhi, India)
Sujeet Kumar Sharma (Department of Operations Management and Business Statistics, Sultan Qaboos University, Muscat, Oman)
Ali Tarhini (Department of Information Systems, Brunel University, London, United Kingdom)

Journal of Enterprise Information Management

ISSN: 1741-0398

Article publication date: 7 March 2016

4146

Abstract

Purpose

The advent of mobile telephony devices with strong internet capabilities has laid the foundation for mobile commerce (m-commerce) services. The purpose of this paper is to empirically examine predictors of m-commerce adoption using a modification of the widely used technology acceptance model and the unified theory of acceptance and use of technology model.

Design/methodology/approach

The data were collected from 213 respondents by means of an online survey. The data were analyzed through multi analytic approach by employing structural equation modeling (SEM) and neural network modeling.

Findings

The SEM results showed that variety of services, social influence, perceived usefulness, cost and perceived trust have significant influence on consumer’s intention to adopt m-commerce. The only exception was perceived ease of use which observed statistically insignificant influence on adoption of m-commerce. Furthermore, the results obtained from SEM were employed as input to the neural network model and results showed that perceived usefulness, perceived trust and variety of services as most important predictors in adoption of m-commerce.

Practical implications

The findings of this study give an insight of key determinants that are important to develop suitable strategic framework to enhance the use of m-commerce adoption. In addition, it also provides an opportunity to academicians and researchers to use the framework of this study for further research.

Originality/value

The study is among a very few studies which analyzed m-commerce adoption by applying a linear and non-linear approach. The study offers a multi-analytical model to understand and predict m-commerce adoption in the developing nation like India.

Keywords

Citation

Yadav, R., Sharma, S.K. and Tarhini, A. (2016), "A multi-analytical approach to understand and predict the mobile commerce adoption", Journal of Enterprise Information Management, Vol. 29 No. 2, pp. 222-237. https://doi.org/10.1108/JEIM-04-2015-0034

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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