The Consumer’s Intention to Use Mobile Commerce Services

• Main Author: Kanlaya Buahom
• Other Authors: Yu, Ya-Wen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/99827350347957554965

碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === Mobile commerce (m-commerce) is a means of conducting commercial transactions conducted through mobile devices using telecommunication network. M-commerce providing new opportunities to both service providers and users; the efficient use of m-commerce helps the companies to reduce cost, improve service quality, and realize profits by targeting new customers. As well as changing the way certain information-related activities are conducted. This study identifies and investigates the factors influencing consumers’ intention to use m-commerce services in Thailand and Taiwan. This study presents an integrated technology acceptance model (TAM) model by adding the construct of mobility, compatibility, perceived security, perceived enjoyment, word of mouth, and perceived cost to predicting the consumers’ intention to use m-commerce services. Data from 600 university students in Thailand and Taiwan tests against the integrated model using the structure equation modeling (SEM) approach. The empirical results show particularly strong support for the effects of mobility and compatibility for Thai and Taiwanese users; perceived costs for Thai users; and perceived enjoyment for Taiwanese users. This study offers several implications for service providers in regards to marketing m-commerce solution to increase consumers’ intention to use these services.