Consumers’ Intention to Use Mobile Commerce and the Moderating Roles of Gender and Income

Consumers’ Intention to Use Mobile Commerce and the Moderating Roles of Gender and Income

Uchenna Cyril Eze (Monash University, Malaysia) and Yew Siang Poong (Tokyo Institute of Technology, Japan)
DOI: 10.4018/978-1-4666-1939-5.ch007
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Abstract

Mobile commerce is increasingly becoming a key aspect of human activities with the advancement of mobile technology and services. This chapter examines key factors that influence m-commerce adoption and the moderating roles of gender and income. The conceptual framework is underpinned on an extended technology acceptance model. The data was collected using a questionnaire given to participants selected from Malaysia. The analysis was based on 260 valid responses. Findings reveal that five hypotheses developed for this chapter were supported for female participants, except perceived usefulness, and perceived ease of use was unsupported for male participants. Perceived usefulness and social influence were the most important factors for participants earning low and high income, respectively. Surprisingly, high-income earners indicated that cost is an important factor. The contributions to research and practice, including suggestions for future studies, are discussed.
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Background

A summary statistics published by the MCMC (Malaysian Communications and Multimedia Commission) (2011), demonstrates strong growth in both broadband and mobile cellular subscriptions in Malaysia. Given the availability of mobile Internet infrastructure, IDC (2010) sees an initial wave of m-commerce usage in Malaysia between years 2010 until 2014, which could provide many research and business opportunities.

With over 28 million people and about 11.3 million mobile subscribers in Malaysia, there is a significant market opportunity for m-commerce (IDC Malaysia, 2010). Celcom (M) Sdn Bhd., a Malaysian telecommunication company, offers its customers more m-commerce services such as parking payment and purchasing movie tickets (Yeap, 2001). Maxis Sdn Bhd., a leading mobile services operator in Malaysia, collaborated with Paybox Mobile Wizard in 2006 to offer its 8 million subscribers m-commerce services. However, m-commerce services offered by these two companies are limited (Maxis, 2008) and m-commerce usage in Malaysia seems weak (Sadi & Noordin, 2011).

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