Factors affecting the use of mobile commerce (M-Commerce) among young consumers :an empirical study in Malaysia

Abstract

The implementation of mobile commerce transactions among young consumers in Malaysia has become a major challenge for mobile commerce providers. In this respect, the present study aims to investigate the factors affecting the use of mobile commerce among young consumers in Malaysia and gain an understanding of the dimensions of mobile commerce use. Furthermore, it investigates the impact of perceived usefulness, perceived ease of use, perceived privacy, perceived security, and perceived enjoyment on attitude; the impact of attitude on behavioural intention; and the impact of behavioural intention on actual use of mobile commerce. An extension of the Technology Acceptance Model (TAM) was used. The questionnaire data is collected from 350 young people in the Klang Valley in Malaysia. A two-stage Structural Equation Modelling (SEM) is employed to test the research model and the hypotheses of the present study. However, the findings of the study reveal that perceived privacy and perceived enjoyment have a direct and significant positive impact on attitude, while perceived usefulness, perceived ease of use, and perceived security have an insignificant impact on attitude. In addition, the findings also reveal that all independent variables used in this study have an indirect positive impact on the actual use of mobile commerce through attitude and behavioural intention except perceived security, whereas attitude has an indirect positive impact on actual use through behavioural intention. The results of testing the structural model also reveal that behavioural intention is the strongest factor that has a direct positive impact on actual use. Therefore, the findings of the present study indicate that perceived usefulness, perceived ease of use, perceived privacy, perceived enjoyment, attitude, and behavioural intention are factors affecting the use of mobile commerce among young consumers in Malaysia. Thus, the findings of the present study represent a valuable benefit for the mobile commerce industry in Malaysia, more particularly for those who are struggling to successfully implement mobile commerce use, and also aiming to enhance the involvement of young consumers. The findings of the present study can also be useful for academicians, researchers, policy makers, and practitioners.