Pavlou, Paul A. and Ting Lie, "What Drives Mobile Commerce? A Model of Mobile Commerce Adoption," (2006).
Abstract. Mobile commerce - the consumer’s engagement in online transactions with sellers using wireless devices - differs from traditional or electronic commerce due to the potential for location-specific real-time transactions and the unique attributes of wireless devices. This paper aims to understand what drives consumers to engage in mobile transactions by viewing m-commerce adoption as a process consisting of three distinct behaviors: (a) ‘getting information’ (b) ‘giving information’, and (c) ‘purchasing’ products using wireless devices. These three inter-related behaviors are first integrated, following the theory of implementation intentions. Second, following the Theory of Planned Behavior (TPB), each behavioral intention is predicted through its attitude, subjective norm, and perceived behavioral control (self-efficacy and controllability). Third, a comprehensive set of salient beliefs for each behavior is elicited and tested by inductively identifying antecedents of the TPB constructs. These salient beliefs include technology acceptance variables (perceived usefulness and perceived ease of use), mobile device characteristics (download delay, screen quality, and device navigability), information characteristics (informativeness and information protection), product characteristics (product value and personalization), and consumer characteristics (monetary resources and consumer skills).
An empirical study with consumers in two countries (United States and Republic of China) supports the proposed m-commerce adoption model. The differences and similarities between these two countries are discussed, and implications for the adoption of m-commerce, TPB, and the IS literature are proposed. Download pdf.
