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A confidence-based framework for business to consumer (B2C) mobile commerce adoption

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Abstract

The Technology Acceptance Model (TAM) has been considered to be fundamental in determining the acceptance of new technology in the past decades. The two beliefs, ease of use and usefulness, in the model may not, however, fully explain the consumers’ behavior in an emerging environment, such as mobile commerce (m-commerce). This paper aims to develop a framework for m-commerce adoption in consumer decision-making processes. In this paper TAM has been adopted and extended to analyze successful m-commerce adoption. The key elements of the proposed confidence-based framework for B2C m-commerce adoption include psychological and behavioral factors. Psychological factors include history-based confidence, institution-based confidence and personality-based confidence. Behavioral factors include perceived ease of use and perceived usefulness of the mobile application and technology.

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Authors and Affiliations

  1. Griffith Business School, Griffith University, Brisbane, Australia

    Yuk Kuen Wong & Chao Jung Hsu

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  1. Yuk Kuen Wong
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  2. Chao Jung Hsu
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Correspondence to Yuk Kuen Wong.

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Wong, Y.K., Hsu, C.J. A confidence-based framework for business to consumer (B2C) mobile commerce adoption. Pers Ubiquit Comput 12, 77–84 (2008). https://doi.org/10.1007/s00779-006-0120-5

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  • DOI: https://doi.org/10.1007/s00779-006-0120-5

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