Confirmatory testing of the m-commerce success model with structuring equations modeling, and its mobile technology implications.

Author:Byramjee, Framarz

    The emergence of M-commerce has generated considerable excitement among both practitioners and academicians. M-commerce refers to the use of hand-held mobile technology devices for conducting a range of applications and commercial transactions over a wireless telecommunication network in a wireless environment (Barnes, 2002; Coursaris and Hassanein, 2002; Gunesaekaran and Ngai, 2003). With M-commerce research still in its infancy, there have been relatively fewer attempts to systematically explore the determinants of M-commerce system success. Considering the many speculations regarding the endless potential of wireless technology, manufacturers and service providers of M-commerce applications often abstract conceptions of what the generalized mobile user might value and desire (Malladi and Agrawal, 2002). What appears to be missing is a clear understanding of the motivations and circumstances surrounding mobile commerce use, adoption and satisfaction from the perspective of users themselves (Sarkar and Wells, 2003). Just like E-commerce, M-commerce too creates value for customers in a manner that is different from that achieved in conventional business. Correspondingly, M-commerce extends not only the benefits of the web, but also allows for unique services and additional benefits in terms of mobile technology applications, when compared to traditional E-commerce systems (Mahatanankoon, Wen and Lim, 2004). Some of the unique value propositions that add value over traditional E-commerce include ubiquity, convenience, localization and personalization (Clarke, 2008). However, E-commerce research theories cannot be fully extended in M-commerce context, as these models assume fixed or stationery users with wired infrastructure, such as a browser on a personal computer connected to the Internet or a LAN system (Varshney and Vetter, 2002); in contrast mobile computing applications thrive on their inherent design of always 'being on' and portable for individual usage, thereby making them ideally suitable for individual based marketing (Mahatanankoon, Wen and Lim, 2004). Thus, it emerges that M-commerce extends the benefits related with E-commerce, and yet remains a nascent area for determining users' intentions to engage in mobile technology applications. Some attempts at have been made to explore factors that can explain why consumers adopt or do not adopt M-Commerce. Mahatanankoon and Vila-Ruiz (2007) have used awareness level, mobile device characteristics, nature of transactions, interoperability and personalization factors to explain consumer propensity to adopt M-Commerce. But this approach does not adopt or build upon currently available theoretical models of information systems utilization success. There is a need for dependable ways to measure the success and effectiveness of an M-commerce system. This paper employs an M-Commerce success model from users' perspective to examine factors affecting consumers' intention to use mobile technology applications. The major research questions being addressed here attempt to ascertain the impact of consumer innovativeness for mobile technology usage, consumers' quality perceptions of mobile technology, trustworthiness of the mobile technology system, and perceived value from mobile technology on consumers' intention to use mobile technology applications. As a stringent testing and scientific methodological application of predictive modeling, this paper empirically tests this model with data collected from an appropriately suited random sample, and the results and discussions elaborate on the hypotheses and conjectures, to validate the proposed model for future research usage.


    Researchers have used many techniques like system usage, cost/benefit analysis, information economics, and critical success factors to analyze the contribution that information systems make to firms and individual (Wang and Liao, 2004). The most common measure of system effectiveness and success generally emerges as user's perception of satisfaction and user's intention to use the system/application (Delone and McLean, 2003). Acknowledging its utility, this paper employs the updated Delone and McLean (2003) Information Technology Success Model as a guiding basis to build the proposed M-Commerce Success Model. Our proposed model improvises on the constructs to frame their context in a mobile technology applications' perspective for the user, so as to examine the prominent factors affecting consumers' intention to use mobile technology applications. Our model, as shown in Figure 1, below posits that variables like consumer innovativeness for mobile technology usage, consumers' quality perceptions of mobile technology, trustworthiness of the mobile technology system, and perceived value from mobile technology serve as the major predictors of consumers' intention to use mobile technology applications.


    People's innate characteristics and traits can affect their attitude toward innovation adoption and diffusion, in terms of their efficacy to latch on to innovative offerings and technologies in the marketplace (Bettman, Luce and Payne, 1998). Role of innovativeness in adoption of technology has been established in a number of studies (Van Rijnsoever and Donders, 2009). According to Bandura's (1986) theory of social cognitive determinism behavior and self-efficacy, individuals' personal factors are interlinked with their behavioral traits and their external environment. Characteristics like innovativeness, past adoption behavior, knowledge, age, gender, price sensitivity and culture can affect how users perceive an M-commerce system (the external environment in this context), thereby shaping their behavioral intention to use the system (Yang, 2005). Factors influencing the propensity for technological innovativeness in general (not specific to mobile technologies) have been proposed by Bhagat and Garg (2008), and include personal creativity enhancers, passion (for new technologies) based on involvement and intrinsic motivation, and new technology domain knowledge/expertise.

    The following items were used to measure the Consumer Innovativeness:

    CI1 I am curious about how new mobile phone technologies work. CI2 I would consider myself to be savvy regarding mobile phones. CI3 I am generally quick to use newer models of mobile phone devices. CI4 I keep up with the new types of services offered by mobile phone companies. CI5 I have a favorable attitude towards mobile technology oriented products. CI6 I am knowledgeable about M-Commerce (internet commercial transactions on a mobile phone). CI7 I try to keep abreast of the latest mobile phone technologies offered in the market. Consumers' Quality Perceptions of Mobile Technology

    Consumers' quality perceptions would call for consumers' assessment of aspects pertaining to the mobile technology system and technical features which they would deem useful in their regular operation. System characteristics measured in terms of ease of use, functionality, reliability, flexibility, data quality, portability, integration and importance influence consumers' satisfaction and intention to use the system (DeLone and McLean, 2003). Other characteristics like system interfaces, ease of use, cost, compatibility with other devices, and sufficient system power affect how users perceive an M-commerce system (Varsheney and Vetter, 2002). The E-loyalty framework posited by Gommans, Krishnan, and Scheffold (2001) considers aspects of website and technology like faster loading...

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