Analysis of the determinants of consumers' m‐commerce usage activities
Abstract
Purpose
The purpose of this paper is to examine the factors examining the determinants of users' mobile commerce (m‐commerce) usage activities.
Design/methodology/approach
Data were collected from 402 users in Malaysia, and structural equation modelling analysis was employed to test the research model.
Findings
The results showed that different demographic, motivation and security perceptions variables have different relationships with the types of m‐commerce usage activities.
Practical implications
The results from this study will be useful for m‐commerce companies in formulating appropriate marketing strategies, as well as developing appropriate applications that will attract more consumers.
Originality/value
Although past literatures have focused on technological aspects of m‐commerce, few studies have examined the applications and strategies of m‐commerce. Furthermore, most studies on m‐commerce adoptions have focused on the relationships between technology adoption factors and behavioural intentions of users. There are few studies which have investigated the actual m‐commerce usage activities of users.
Keywords
Citation
Chan, F.T.S. and Yee‐Loong Chong, A. (2013), "Analysis of the determinants of consumers' m‐commerce usage activities", Online Information Review, Vol. 37 No. 3, pp. 443-461. https://doi.org/10.1108/OIR-01-2012-0012
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited