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This study presents a modified Unified Theory of Acceptance and Use of Technology (UTAUT) to examine key factors that affect the intention to accept and the subsequent use of mobile commerce (M-commerce) among Jordanian consumers. A survey questionnaire was used to collect data from 447 undergraduate university students using a stratified random sample, and analyzed by using a structural equation modeling (SEM); by using the WarpPLS 3.0 software. Results show that user acceptance and use of Mobile commerce services can be predicted from the users' behavioral intentions, which are affected significantly by Performance Expectancy, Effort Expectancy, and Social Influence. From among these variables, Social Influence is the most significant determinant that directly affects behavioral intention to use M-commerce services in Jordan followed by Effort Expectancy then Performance Expectancy. Facilitating Conditions and moderating variables (gender, age, monthly expense, and experience) have no significant effect on Behavioral Intention to use M-commerce services in Jordan.Ultimately, this study finds that there is a direct effect between behavioral intention and the eventual use of M-commerce services in Jordan. This research should help merchandisers avoid spending thousands or even millions of dollars that may on investments that will have little effect on whether or not the consumer will actually accept and use M-commerce. The study also gives quantified indicators and presents a model that might help in understanding the M-commerce environment in Jordan. It concludes with an examination of the implications of the research findings and offers suggestions for future research.Keywords: mobile commerce (M-commerce), unified theory of acceptance and use of technology (UTAUT), social influence (SI), facilitating conditions (FC) IntroductionTechnologies have a deeply strong impact on our lives. Je Ho and Myeong-Cheol (2005) claimed that the use of internet via wired network changed the way of delivering, it becomes effective and easy. However the use of wireless device is expected to deliver information and services at anytime and anywhere for individuals.

The adoption rate of mobile payment technology is relatively low in the developing world, particularly in Jordan. The need to study why people in Jordan are unwilling to participate in its adoption is definitely imperative because the outcomes and conclusions of the current analysis could be thoughtfully and strategically utilized to improve and accelerate the adoption and diffusion of mobile payment in Jordan. To achieve this objective, the current study develops a theoretical research model as a framework based on modified Technology Acceptance Model 2 (TAM2). The moderating influence of gender and self-efficacy on the adoption process of mobile payment was integrated in the current model. The quantitative data was collected via a paper-based self-administered questionnaire. A valid 366 data sets (of those just above 50% are females) were used to assess the model. The model parameters were theoretically analyzed by using the WarpPLS 4.0 software. PLS has been selected on merits because it can statistically handle the complexity of the proposed model. This study has concluded that the perceptions of usefulness and ease of use, subjective norm, output quality, and result demonstrability are all important determining factors of behavioral intention towards mobile payment adoption. Further, image and output quality determinants were empirically observed to influence perceived usefulness construct and indirectly influencing behavioral intention. In the meantime, gender differences were determined to have little moderating influence on the adoption process of mobile payment. However, the self-efficacy aspect was found to have a moderating influence on some of the hypothesized relationships of this model, implying that self-efficacy is a significant decision factor to consider for adoption of mobile payment technology. Moreover, the theoretical and practical implications of the findings and recommendations for future research are presented and discussed.

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