Mobile Commerce Adoption From Consumers Perspective: The Case of Jordan

Mobile Commerce Adoption From Consumers Perspective: The Case of Jordan

Radwan Moh'd Al-Dwairi (Department of Management Information Systems, Faculty of Information Technology and Computer Sciences, Yarmouk University, Irbid, Jordan), Laith M.K. Al-Shraideh (Yarmouk University, Irbid, Jordan) and Emad A. Abu-Shanab (Qatar University, Doha, Qatar)
Copyright: © 2018 |Pages: 16
DOI: 10.4018/IJISSC.2018040102
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In response, to little research focused on how Jordanians perceive and respond to m-commerce and the main factors that govern its adoption and use, this article proposes a conceptual model that extends the technology acceptance model (TAM) with important factors related to consumers and companies like perceived trust, perceived security, subjective norms and service quality. The proposed model was validated and then tested utilizing a sample of 200 students. Results indicate that a perceived ease of use, a perceived usefulness and service quality are the major drivers of m-commerce adoption among Jordanian users. In contrast perceived trust, perceived security, and subjective norms are not significant toward the adoption process. A detailed analysis and results follows this article.
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The rapid developments of mobile communication technologies offered a strong infrastructure for a fast take-off of mobile commerce (Joubert & Belle, 2013). Smart phones and personal digital assistants (PDAs) are becoming an important part of human lives. Such tools are becoming essential for communication from anywhere, anytime bypassing physical obstacles, and improving the use of m-commerce technology among online communities (Zhou, 2011). Many scholars consider m-commerce as a subset of e-commerce (Ngai & Gunasekaran, 2007; Liang & Wei, 2004; Abu-Shanab & Ghaleb, 2012) offering many services like location-based commerce, airtime transactions, online downloads, and mobile payments (Joubert & Belle, 2013). Cho et al. (2007) pointed that m-commerce includes Internet commerce applications running over mobile devices and translated as electronic transactions.

The effect and expectations from utilizing this technology cannot be ignored for businesses as well as for people. The expectations are high in developing countries such as Jordan, where the penetration rate of using smart phones among individuals is high and the Internet bandwidth is improved. According to the Telecommunication Regulatory Commission of Jordan mobile subscriptions reached 13,797,968 in the last quarter of 2015 compared to a population equal to 9.5 million. Such size yields to 154% penetration rate. Similar to mobile computers, smart mobiles enable individuals to receive and conduct different types of electronic services and transactions. Gillian and Mort (2005) pointed that mobility enables m-commerce to own many features like portability, ubiquity, convenience, personalization and location based. As a result of that, different organizations are utilizing this technology as new innovative channel to offer different types of products and services to customers in a convenient way. For example, and due to the personalization feature of m-commerce, organizations are able to provide customers with customized services based on their preferences and needs (Abu-Shanab & Ghaleb, 2012). Consequently, m-commerce is perceived as a creative tool that facilitates business transactions and online activities Luo, Zhang, & Shim (2010).

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