Exploring Consumer Adoption Of M-Commerce: A Study Based On Extended Theory Of Planned Behaviour

Abstract

Mobile Commerce (MC) empowers consumers to purchase online with one click. Increased use of MC during the pandemic has attracted the marketers' attention to how consumer attitudes and intentions are formed while consumers purchase using mobiles. This study extends the Theory of Planned Behaviour (TPB) using the Technology Acceptance Model (TAM) to understand the determinants of MC. The study uses a survey to collect the data. Variance-based Partial Least Square Structural Equational Modelling (PLS-SEM) was applied on SmartPLS software to analyse data. An adapted questionnaire was used to survey 350 consumers. The study's significant findings include that perceived ease of use and perceived risk are essential in determining consumers' attitudes towards MC. However, subjective norms play a vital role in deciding the MC adoption intention.The study’s findings contribute to the current understandings of determinants of attitude towards MC and its adoption intention and are valuable for adding to the existing literature. The study found that if MC firms enhance the perceived ease of use and reduce the perceived risk of their consumers, they can build positive attitudes, and thus, marketing strategies can be based accordingly.