“…However, the environment is taking a new dimension with the recent diversity in customer's behavioral patterns, their innovation attributes, and risk adoption levels (Lee et al, 2010). While previous studies have indicated how business innovativeness enhances firms' financial performance (e.g., Akgün, et al, 2014), assists in developing firm's core competencies and capabilities (Damanpour, et al, 2009), and improves firm's efficiency to detect and utilize available resources (Habtay, 2012), its influence on consumers' adoption of m-commerce has been largely ignored. A number of IS researchers have suggested that m-commerce is one of the most important models that could easily get prompted by technological innovation, as it is an emerging platform for the expansion of access to transactions through mobile or handheld devices, and by operating wireless communication technologies (Lin, 2011).…”