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Explaining mobile commerce usage intention based on technology acceptance models in a developing market context

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Explaining mobile commerce usage intention based on technology acceptance models in a developing market context

dc.contributor.author	Chimborazo Azogue, Luis Edwin
dc.contributor.author	Frasquet, Marta
dc.contributor.author	Mollà Descals, Alejandro
dc.date.accessioned	2023-10-21T10:17:53Z
dc.date.available	2023-10-22T04:45:15Z
dc.date.issued	2021	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/90518
dc.description.abstract	Purpose – This paper aims to explain the intention to use mobile phones for shopping based on the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT2) model in a developing country context, characterized by the mobile channel’s high growth rates. The research model analyzes perceived usefulness, perceived ease of use, social influence, facilitating conditions, and hedonic motivation on m-commerce usage intention. Design/Methodology/Approach – Data for the research were collected through a survey among mobile commerce users in Ecuador. We tested the model through partial least squares structural equations modeling (PLS-SEM). Findings and implications – The results showed that social influence, facilitating conditions, and hedonic motivation are significant determinants of the intention to use mobile commerce in a developing market context, while perceived usefulness and perceived ease of use are not. This paper’s main contribution consists in showing that, when the TAM model is expanded by including variables of the UTAUT2 model relating more specifically to the mobile technology, the influence of the ease of use and usefulness variables is not significant. Companies could develop mobile interfaces that are pleasant and stimulating, rather than utilitarian, since hedonic motivation is the variable with the greatest influence on m-commerce intention, and the one that emphasizes the social aspect of m-commerce. Limitations – The sample included individuals from a single country who were recruited from a university. Originality – The study focuses on m-commerce usage in a Latin American country, based on a combined TAM-UTAUT2 model that includes variables capturing the technological and social aspects of m-commerce.	es_ES
dc.language.iso	en	es_ES
dc.publisher	CROMAR	es_ES
dc.source	Chimborazo, L.E., Frasquet, M. i Mollá, A. (2021). Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context. Market-Tržište, 33 (1), 25-40.	es_ES
dc.subject	TAM model	es_ES
dc.subject	UTAUT2 model	es_ES
dc.subject	mobile commerce	es_ES
dc.subject	developing market	es_ES
dc.title	Explaining mobile commerce usage intention based on technology acceptance models in a developing market context	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.22598/mt/2021.33.1.25	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES