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Investigating the Moderating Roles of Age and Ethnicity in Mobile Commerce Acceptance
Abstract
Mobile commerce (m-commerce) is becoming a major aspect of our human endeavours with the advancements in wireless technology. However, acceptance of m-commerce by consumers is critical to the successful implementation of m-commerce system by business organizations. This chapter examines key factors that influence mobile commerce adoption, and the moderating roles of age and ethnicity. The conceptual framework is underpinned on an extended technology acceptance model. The survey data was collected from participants selected from Malaysia. The analysis was based on 260 valid responses, and the findings reveal that age and ethnicity moderate behavioral intention to adopt m-commerce. Different age groups exhibit different perceptions. Further, cost and subjective norm become more important as age increases, while perceived usefulness becomes more significant as age decreases. Perceived cost and subjective norm are the common predictors for m-commerce adoption regardless of ethnicity. The contributions to research and practice including suggestions for future studies are discussed.
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