Authors: Mark Ng
Addresses: Department of Business Administration, Hong Kong Shue Yan University, 10 Wai Tsui Crescent, Braemar Hill, North Point, Hong Kong
Abstract: The purpose of this study is to identify factors associated with adoption of mobile commerce among Chinese young adults. Several factors that may influence young consumers' behaviour are highlighted, which included personality traits, online trust and technology acceptance readiness (TAR). Three hundred and thirty self-administered questionnaires were collected from two universities in Hong Kong. The construct validity, measurement model and the hypothetical relationship between variables were tested by the partial least squares structural equation modelling (PLS-SEM). The results demonstrate that more impulsive consumers and innovative consumers tended to perceive mobile commerce sites and apps as useful and had higher TAR. Consumers' TAR and their trust of mobile commerce platforms were key determinants for the use of mobile commerce. The findings of this study have implications for marketers to design and implement mobile commerce websites and apps for young adults in Hong Kong and China.
Keywords: consumer innovativeness; TAR; technology acceptance readiness; online trust; mobile commerce; m-commerce acceptance; consumer impulsive buying; perceived usefulness; social influence; China; mobile marketing; m-commerce adoption; young adults; Hong Kong; young consumers; consumer behaviour; personality traits; partial least squares; PLS; structural equation modelling; SEM; apps.
International Journal of Electronic Business, 2016 Vol.13 No.1, pp.98 - 115
Accepted: 13 Jan 2016
Published online: 15 Mar 2016 *