Analysis of the determinants of consumers' m‐commerce usage activities

The purpose of this paper is to examine the factors examining the determinants of users' mobile commerce (m‐commerce) usage activities.

Data were collected from 402 users in Malaysia, and structural equation modelling analysis was employed to test the research model.

The results showed that different demographic, motivation and security perceptions variables have different relationships with the types of m‐commerce usage activities.

The results from this study will be useful for m‐commerce companies in formulating appropriate marketing strategies, as well as developing appropriate applications that will attract more consumers.

Although past literatures have focused on technological aspects of m‐commerce, few studies have examined the applications and strategies of m‐commerce. Furthermore, most studies on m‐commerce adoptions have focused on the relationships between technology adoption factors and behavioural intentions of users. There are few studies which have investigated the actual m‐commerce usage activities of users.