Factors affecting mobile commerce acceptance in developing countries: Saudi Arabia

Abstract

When developing and aiming to achieve success in the area of mobile commerce, user acceptance and usage are key aspects for consideration. The key aim of this thesis is to explore a way to understand and explain the issues related to users’ adoption of m-commerce, by revision of Ventakesh et al.’s (2003) United Theory of Acceptance and use of technology (UTAUT) for the Saudi context. This thesis examines a conceptual model in three studies. The first study aims to empirically validate the research model and hypotheses, by conducting a quantitative questionnaire survey of 574 participants. The results emphasise that cost, effort expectancy and performance expectancy all affect the intention to use m-commerce. In addition, it was found that age has an impact on usage. Subsequently, the author narrows down to confirm the finding and applies the same revised model to an m-commerce application, a mobile network service. The study collected data from 363 participants, and confirmed the findings. Based on the first and second study results, the first model was revised to remove insignificant factors, and a personal innovativeness construct was added. The incorporation of this aspect was dependent on the findings from the other studies. The new revised model was examined on one social network service, namely Twitter, with 1,252 participants being surveyed. The final result was that all the hypotheses were supported, emphasising that Personal innovation, Cost, Performance expectancy and Effort expectancy all considerably affect the intention to use Mobile Social Network Services (MSNS’s). In this regard, usage intention actually decides utilisation. The outcomes from this research are considered valuable in the fields of m-commerce and telecommunications. This research has created a conceptual model for studying m-commerce in Saudi Arabia. The theoretical and practical implications of the findings have been discussed and offer recommendations for future research directions.