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Intention of Adoption of Mobile Commerce from Consumer Perspective

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Digital Economy. Emerging Technologies and Business Innovation (ICDEc 2017)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 290))

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Abstract

Mobile commerce (M-commerce) as an extension of e-commerce is a huge success in many countries. The number of mobile phone subscribers and revenues that are generated are growing rapidly, demonstrating the great potential of M-commerce. This may explain the eager of theorists to understand and explain the factors that explain the intention of its adoption. However, we noticed that many studies have been conducted using traditional adoptions theories and models that focus mainly on technological aspects and they ignored the fact that the user of m-commerce is a consumer. In this study we tried to explore the factors influencing the intention to adopt mobile commerce in Tunisia from value perspective. The results of this study show that perceived emotional value and perceived quality value are influencing the intention of adoption of mobile commerce in Tunisia. Several limitations and future directions of research are discussed.

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Author information

Authors and Affiliations

  1. ESCT, University of Mannouba, Tunis, Tunisia

    Hela Ben Abdennebi & Mohsen Debabi

Authors
  1. Hela Ben Abdennebi
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  2. Mohsen Debabi
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Corresponding author

Correspondence to Hela Ben Abdennebi .

Editor information

Editors and Affiliations

  1. University of Manouba, Manouba, Tunisia

    Rim Jallouli

  2. University of Alberta, Edmonton, Alberta, Canada

    Osmar R. Zaïane

  3. University of Tunis, Tunis, Tunisia

    Mohamed Anis Bach Tobji

  4. University of Manouba, Manouba, Tunisia

    Rym Srarfi Tabbane

  5. University of Twente, Enschede, The Netherlands

    Anton Nijholt

A. Appendix

A. Appendix

(See Tables 1, 2, 3, 4 and 5).

Table 1. Sample characteristics (N = 300)
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Table 2. Reliability and convergent validity of the measurement scales
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Table 3. Correlation between the latent variables to show the discriminant validity of constructs (on the diagonal are the square roots of the AVE of constructs.
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Table 4. Scales and Items
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Table 5. Results of the impact of the independent variables on the intention to adopt
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Abdennebi, H.B., Debabi, M. (2017). Intention of Adoption of Mobile Commerce from Consumer Perspective. In: Jallouli, R., Zaïane, O., Bach Tobji, M., Srarfi Tabbane, R., Nijholt, A. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2017. Lecture Notes in Business Information Processing, vol 290. Springer, Cham. https://doi.org/10.1007/978-3-319-62737-3_3

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  • DOI: https://doi.org/10.1007/978-3-319-62737-3_3

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