Factors Influencing the Behavior Intention of Mobile Commerce Service Users: An Exploratory Study in Hong Kong

Abstract

This study identifies and explores key determinants of the behavior intention of mobile commerce service users in Hong Kong. Findings from 390 respondents to a questionnaire survey indicated that the four key factors influencing users' intention to use a mobile commerce service are: the attitude of users toward the mobile commerce service, the users' perceived subjective norm, or the intensity of social and peer group pressure to use a mobile commerce service; the perceived ease of use of the mobile commerce service, and the localization of the mobile commerce service. This study contributes to the body of knowledge in the fields of service marketing, technology adoption, and customer relationship management.

Investigating the Acceptance of Mobile Health Application User Interface Cultural-Based Design to Assist Arab Elderly Users

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Hedonic and Utilitarian Effects of the Adoption and Use of Social Commerce

“…If the attitude is positive and therefore the user has a positive attitude towards social commerce his or her behavioural intention to use it will be greater and he or she will be more motivated to use social commerce (Lévy Mangin et al, 2012). According to numerous researches related to internet based services: online banking (Lévy Mangin et al, 2012), social networks (Sabir et al, 2013), Internet Of Things and mobile social commerce and mobile commerce (Fong & Wong, 2015) attitude is the antecedent of behavioural intention to use and it has been confirmed to have a positive direct effect on the behavioural intention to use a system (Venkatesh & Davis, 1996;Nasri & Charfeddine, 2012;Sánchez et al, 2013;Wang & Chou, 2014). We therefore hypothesized:…”

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