Understanding Factors Influencing the

Adoption of M-commerce by Sellers

Submitted By
Seemab Haider
Marwa Majeed
Saroash Naveed

21/02/2021
Global Economics
Ma’am Mamona
Understanding Factors Influencing the Adoption of M-Commerce by Sellers

Abstract:
This study presents a comprehensive technology taking model that integrates innovation
diffusion theory to examine what determine user mobile commerce acceptance. The
projected model was empirically verified by means of data collected from an inspection
of mobile commerce sellers. Empirical data from reversion analysis reveals users ease of
use influence behavioral aim to implement mobile commerce. The common of positive
relationships among apparent ease of use, subjective norms, behavioral control and
intention to adopt are supported by empirical data This paper models the influences
relations such as apparent usefulness, apparent ease of use, personal innovativeness,
subjective norms, behavioral control and intention to adopt mobile commerce.
Consequences also expose that behavioral control and subjective means influence
apparent ease of use which affects then their adoption intention. The paper determines
some significant recommendations for the sellers.

Introduction:
The immense range of the mobile
phone global has converted to
excessive occurrence to change the
interaction between humans. It altered
the approach people communicate and
connect without borders. Distance is no
longer a problem to pass on any
message or information due to the
quick development of the technology.
The use of mobile phone is expected to
keep advancing in the years ahead.
Are search indicated that the number of
global mobile users had wide-ranging
range of business sectors. There are
presently 94.9 million mobile
commerce sellers in 2003 worldwide
and the section is expected to grow
1.67 billion by 2008. Global returns
from M-commerce are expected to
reach $555 billion in 2008 (Wireless
Week, 2004).
Mobile commerce was primarily
This data marks a development of rapid
growth in mobile phone end sellers
compared to the desktop computer.
Mobile commerce includes the transfer
of products and services through wireless
technologies to allow internet commerce
activities without limitations of time and
space. Numerous independent studies
have revealed that mobile commerce can
have an important influence on business
and society in future. Mobile commerce
offers very capable prospects for a
Down loading games.
Getting used to buying digital content
and services with the mobile devices will
create it easier to adjust to mobile
payment device for physical goods as
well in future. The rapid development in
the smart phone has led the innovation in
the mobile commerce sector as well.
People can no longer have to be bound to
the computer

PAGE 2
estimated to experience a significant
beat the desktop users around early
2014.
growth for some causes, i.e. rapid
propagation of mobile device
acceptance and the clear advantages of
anytime, anywhere connectivity. On
the other hand, most m-commerce
applications, excepts for very few
particular applications have failed to
meet expectations. Several factors have
delayed seller’s practice of mobile
commerce applications. These contain
cost of access, credit card security,
difficult navigation and low entree
speed. Yet, today a large proportion of
mobile commerce consists of purchase
of different types of digital content that
in most cases is used in the mobile
phones. Sellers want to personalize
their mobile devices with ringing tones,
screen savers, wall papers and to deal a
transaction meanwhile the mobile
phone can simplify things, specifically
using the optimized-apps designed for
mobile users.
Currently, sellers are endorsed to shop
through the internet through multiple
devices, like a tablet or mobile phone.
In the late 2000’s, the birth of smart
phone altered the mobile industry by
spreading the features of a mobile
phone. It was increasingly improving
its function towards a computer. Thus,
many m-commerce players are making
mobile apps and optimizing its website
for multiple devices to provide better
mobile experience.
An important aim throughout is to
develop a model capable of providing
valuable information to m-commerce
practitioners. It will help the experts to
understand insights and how to
stimulate it to sellers. In this research,
we joined
the factors from several theories to
since they are more likely to depend on
develoed a proposed model for this
study.
Understanding Factors
Influencing the Adoption of M-
Commerce by Sellers
Based on the literature about technology
acceptance model, theory of strategic
behavior and diffusion of innovation this
study presents an integrated model to
discover the factors which influence
customer usage intention of mobile
commerce. This provides supervisors to
measure success for m-commerce
introductions and contributes to their
understanding of the drivers of approval
in order to proactively design approaches
targeted at populations of users that may
be less liable to adopt and use m-
commerce systems.
Subjective norms: A person’s
subjective norm is determined by his or
her perception that salient social
referents think he/she should or should
not make a specific behavior. That
person is motivated to fulfill with the
referents even if he/she does not favor
the behavior. The referents may be
superiors (e.g., parents or teachers) or
peers (e.g., friends or classmates).
Furthermore, from the theory of group
effect processes, an individual incline to
adapt to the expectations of others to
reinforce relationships with group
members or to escape a punishment.
The significance of subjective norms on
purpose to adopt mobile services is
shown in studies that are based on the
information systems perspective. The
relative influence of subjective norm on
purposes is expected to be stronger for
potential users with no prior experience
Prasad (1998) described personal
innovativeness as s representing the risk
taking tendency that exists in certain
individuals and not in others. They are
able to manage with high levels of
PAGE 3
the reactions of others in forming their
intentions. TAM proposes that
subjective norm can influence the
intellectual belief of observed
usefulness. Lewis (2003) sought to
explain for perceived usefulness from
social aspects and found the expected
relationship. If mobile services are
supposed hard to learn and hard to use,
un escapably it will more or less affect
a member’s objective toward adopting.
The purpose is to forecast whether
social influence is an important
consideration in people’s intention to
use the system.
H1: Subjective norm positively marks
perceived usefulness.
H2: Subjective norm positively marks
perceived ease of use.
H3: Subjective norm positively marks
behavioral intention to accept mobile
commerce.
Personal Innovativeness:
Personal Innovativeness is defined as
the readiness of an individual to try out
any new information systems.
Innovative individuals have been also
found to be energetic, communicative,
interested, adventurous, and
stimulation–seeking. Other distribution
studies also confirmed that
innovativeness is related to seller
acceptance behavior. This concept was
included in this study because it was
expected to influence sellers’ objective
to adopt mobile commerce. It has been
accepted that highly innovative
individuals are active information
seekers about new ideas. Drawing upon
Rogers’ theory of the distribution of
innovations, A garwal and
ambiguity and develop more positive
intensions toward acceptance. In the
objective to adopted, most people do not
have any or much knowledge on various
mobile services or form clear perception
views. It is estimated that personal
innovativeness making a strong impact
on perceived usefulness and perceived
ease of use, which in turn effected user
intention to adopt M-commerce.
H4: Personal innovativeness positively
affects seeming usefulness.
H5: Personal innovativeness positively
affects seeming ease of use.
Perceived usefulness: The supposed
usefulness of a system is defined as the
range to which individuals believe that
using the new technology will enhance
their task performance. An individual
evaluates the significances of their
behavior in terms of perceived usefulness
and base their choice of behavior on the
appeal of the perceived usefulness. Thus,
perceived usefulness will influence their
intention to accept and adopt mobile
commerce, either directly or indirectly.
Several empirical studies have provided
support for the intention that perceived
usefulness is the primary predictor of
information technology usage argue that
TAM is suitable for research areas in
electronic commerce uses since
electronic commerce is based on
computer technology. As scholars
indicate that M-commerce is an
extension of e-commerce, it is thus
justifiable to range TAM to examine
customer intention to adopt behavior.
Example, objective suggested that
knowledge enlarged from past behavior
would help to shape intention. In general,
perceived control is composed of
elements of individual restraints that are
related to the individual user’s economy,
PAGE 4
 experience, and ability in using a service.
H6: Supposed usefulness positively
affects the intention of users to adopt H8: Perceived Behavioral Control
mobile commerce. positively marks perceived ease of use.

Perceived Ease of Use: Perceived Based on figure 1, purpose to adopt

ease of use is an individual’s mobile commerce is dependent variable,
calculation of the extent to which though two motivational variables serve
interaction with a specific information as intermediate variables regulating
system or technology is free of mental independent and dependent variables.
effort. The perceived ease of use for a Independents variables are prepared of
system is defined as the degree to subjective norms, personal
which an individual considers that innovativeness, and behavioral control.
using a specific technology will be free
of effort. The results of many of the figure 1. Conceptual model
earlier empirical studies have
demonstrated that perceived ease of use Subjective norms
has a positive association with
behavioral intention, both directly. This
concept is suggested to influence Personal intention
behavioral intentions to use through Innovativenessto
two casual pathways: a direct effect as adopt
well as an indirect effect through
perceived usefulness. Perceived
H7: Perceived ease of use has a usefulness
positive result on the intention to use
mobile commerce.
Perceived Ease
Perceived Behavioral Control: of Use
According to the theory of planned
behavior, supposed behavioral control
is defined as individual observationsof Perceived
how easy or difficult it is to do a Behavioral
specific behavior. Behavioral control Control
has been presented to have an effect on
key dependent variables such as
intention and behavior in a selection of
domains. A important body of research
in information systems and psychology
has emphasized the importance of
computer anxiety by signifying its
influence on keydependent variables
for

Demographic profile of
respondents:
Methodology: Gender of Male 62.9 %

PAGE 5
 respondents Female 37.1 %
Age of 12-18 17.1 %
As to research aims to both measure respondents 19-29 77.1%
the builds and their relations to test the 30-39 5.1%
40-49 0%
research model, we conducted a cross- frequently have Once 2.9%
sectional survey study. A questionnaire you made a 2-4 Times 40%
mobile 5-10Times 14.3%
survey was used to test the cause-effect commerce More than 28.6%
of variables as well as the planned transaction 10Times
Never 14.3%
research model. The questionnaire was  safe to use make Yes 82.7%
divided into five subclasses. Initially, selling using m- No 17.3%
commerce.
in the first subsection was incorporated  selling via Ringtones 5.7%
to collect general information about mobile ScreenSaverMusi 8.6%
commerce c or 14.3%
each respondent. To further illuminate, VideoContentOt
other questions aim to gather material hers 71.4%
social media do Daraz 40%
about respondent’s age, ownership of you help for Amazon 25.7%
internet-connected mobile device, and doing e-shop E-bay 17.1%
other 17.1%
for which purposes a mobile device is M-commerce Strongly 40.7%
used. The second subsection was will attract Agree
buyers Agree 59.3%
included to gather information in terms Strongly 0%
of observed risk, that is to say, mobile Disagree
Disagree 0%
customer’s opinion in terms of privacy, How long you Few Days 14.3%
mobile transactions, quality of product been using m- Few Months 54.3%
commerce for e- Few Years 28.6%
or service, and mobile commerce shop Never 2.9%
legislation risks. The decisive goal of have you had any Yes 22.9%
the third subsection is get an problems No 42.9%
associated with Maybe 34.3%
understanding of mobile customer’s M-commerce
trust in order to have an intent to use M-commerce is Strongly Agree 28.6%
convenient to use Strongly
m-commerce. To gain information Disagree 0%
about this construct, four questions Agree
Disagree 68.6%
were included. Moreover, the fourth 2.9%
subsection was included to gather M-commerce Strongly Agree 68.6%
was very Strongly
information about professed usefulness effective during Disagree 5.7%
of the availability of privacy, fraud and the pandemic Agree
Disagree 25.7%
return policies a dealer offers. For this 0%
determination, one question was Does it make any Yes 65.7%
difference before No 5.7%
included. As for, apparenteasiness of and after the use Maybe 20%
use, that is to say, the inspection of the of M-commerce Don’t know 8.6%

importance on how easy is the process

of finding and knowing such policies
are according to mobile customer’s
opinion, one question was included.

PAGE 6
 Summary of research findings:
mean Standard Hypothesis Beta value Finding
Questions
deviation H1: Subjective 0.30 supported
frequently 7.00 1.89 norm positively
have you made marks perceived
a mobile usefulness.
commerce
transaction
safe to use 4.5 1.07 H2: Subjective 0.25 Supported
make buying norm positively
using m- marks perceived
commerce. ease of use.
 buying via 3.75 0.67
mobile
commerce
social media 3.75 0.67 H3: Subjective 0.33 Not supported
do you prefer norm positively
for doing e- marks behavioral
shop intention to
M-commerce 5.49 1.19 accept mobile
will attract commerce.
sellers
How long you 2.34 0.45
been using m- H4: Personal 0.10 Not supported
commerce for innovativeness
online shop positively affects
have you had 4.5 0.92 seeming
any problems usefulness.
associated
with M- H5: Personal 0.20 Supported
commerce innovativeness
M-commerce 3.1 0.56 positively affects
is convenient seeming ease of
to use use.
M-commerce 4.41 0.79
was very
effective
during the H6: Supposed 0.35 Supported
pandemic usefulness
3,69 positively affects
Does it make
the intention of
any difference
users to adopt
before and
mobile
after the use of
commerce.
M-commerce

H8: Perceived 0.18 Supported

Behavioral
Control
positively marks
perceived ease of
use.

Perceived behavioral control is found to

effect directly on intention to use and
Result and Discussion: perceived ease of use. Mobile
applications service workers may offer

PAGE 7
To test the research model for this
study, a cross-sectional survey was
directed. All the respondents are using
the mobile devices to send receive
SMS and send/receive multimedia
messaging service to augment their
mobile communication skills.
To test the hypotheses planned above,
multiple regression analyses are
conducted on the ideas using perceived
usefulness, perceived ease of use,
subjective norms, perceived behavioral
control, personal innovativeness and
intention to adopt mobile commerce.
Results suggest that factors recognized
are capable of providing an suitable
explanation of seller adoption result
making process to the mobile
commerce.
The results of the model verified for
this study show that perceived
usefulness, perceived ease of use,
subjective norms, behavioral control
and personal innovativeness contribute
significantly.
User’s purpose to adopt mobile
commerce is affected significantly by
subjective norms, perceived ease of use
and perceived behavioral control.
Perceived usefulness and personal
innovativeness do not impact directly
and indirectly on behavioral intent.
However, perceived behavioral control
has been found to pointedly influence
behavioral intention to adopt mobile
commerce. Moreover, the results also
show that the perceived ease of use and
perceived behavioral control directly
influence the intention to implement
which is reliablewith previous studies.
free use of service for a period that
would enable the users to learn the
service, thus increasing their supposed
control.
Conclusion:
The purpose of this research has been to
discover factors that influence the
intention of users to adopt mobile
commerce.  The results recommend that
subjective norms, perceived usefulness,
perceived ease of use and behavioral
control are strong factors of intention to
adopt mobile commerce. The study has
exposed that subjective norms and
perceived behavioral control impact
perceived ease of use and intention to
adopt mobile commerce. We suggest that
marketing plannerpursue to produce peer
impact rather than rather than external
impact. An importance on friends who
have adopted mobile commerce would
be better than people with high level of
personal innovation. The managers can
also rank and assign resources
accordingly. Moreover, mobile
commerce service providers can
emphasize on difference to make
application more useful and easier to use
than their participants.
Sadi, A. H. M. S., & Noordin, M. F.
(2011, January). Factors influencing the
adoption of M-commerce: An examining
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