Purpose This study aims to investigate the factors that may hinder or facilitate consumers’ adoption of mobile-commerce (m-commerce) activities in the context of developing countries exemplified here by Oman. Design/methodology/approach A conceptual model was developed through integrating factors from UTAUT2 (performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation, price value, habit and self-efficacy) and SERVQUAL (system quality, service quality and information quality). Data were collected from 530 Omani m-commerce users through a cross-sectional survey. Findings The results of the structural equation modelling showed that consumers’ behavioural intention (BI) towards m-commerce adoption was significantly influenced by information quality, habit, performance expectancy, trust, hedonic motivation, service quality, price value and facilitating conditions, in their order of influencing strength, and explained 65.5 per cent of the variance in BI. Unexpectedly, effort expectancy, social influence, self-efficacy and system quality had no significant effect on BI. Practical implications This study will explain the currently relatively low penetration rate of m-commerce adoption in Oman, which will help local m-commerce businesses to develop the right organizational strategies, especially related to marketing strategies and developing mobile applications, which will draw the attention of many users. Originality/value This is one of the few studies that integrates UTAUT2 with SERVQUAL and tests the proposed model in non-Western cultural contexts. Specifically, in contrast to previous studies, diversity of individuals’ acceptance behaviour is examined in Oman.

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Health organizations worldwide express a considerable attention to utilize Mobile technology applications to provide a better health services to their people. One of the most emerging apps in this regard is Mobile health (M-health). Large amount of efforts, money, and time have been invested to provide such innovative technology. Yet, the adoption rate of these systems is still low. Additionally, such system has never been examined over the Jordanian context. Thus, this study aims to test the most important factors that could shape the intention of Jordanian people to use Mhealth. Four factors: perceived usefulness, social influence, awareness, and innovativeness were proposed as key predictor of behavioural intention. Data was collected using convenience sample size of 365 and was analyzed using structural equation modelling. The main statistical findings supported the role of perceived usefulness, social influence, and innovativeness. More discussion will also be provided regarding the current study practical and theoretical implications.

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