Determinants of the intentions of consumers in terms of future use of mobile commerce: The moderator's effect of personal innovation

Abstract

Mobile phones have become a marketing instrument for advertising and promoting interactivity with consumers and conducting transactions. The increase in the number of mobile users is the basis for the development of mobile commerce, as an extension of e-commerce. The aim of the research is to identify factors that influence the intention of future use of mobile commerce by consumers. Also, the paper examines the moderator's effect of personal innovation. The Technology Acceptance Model (TAM) was used as the starting model for research. The model has been expanded by adding two more determinants, confidence and the influence of the environment, and in particular the moderatory effect of personal innovation is examined. The results of the research show that perceived utility, confidence and environmental impact have a positive impact on consumers' intention regarding the future use of mobile commerce. Also, the results show that personal innovation has a positive moderator role in relation to the perceived utility and the intention of consumers to use mobile commerce in the future. This research goes a step further than the previous ones because it examines the moderatorial effect of personal innovation, which can be characterized as one of the main contributors to the work.

Keywords

• mobile commerce
• intention to use mobile commerce
• extended tam model
• personal innovation