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An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model

Ali Tarhini (Department of Information Systems, Sultan Qaboos University, Muscat, Oman)
Ali Abdallah Alalwan (Amman College of Banking and Financial Sciences, Al-Balqa’ Applied University, Amman, Jordan)
Ahmad Bahjat Shammout (Department of Business Administration Al-Salt, Al-Balqa’ Applied University, Amman, Jordan)
Ali Al-Badi (College of Economics and Political Science, Sultan Qaboos University, Muscat, Oman)

Review of International Business and Strategy

ISSN: 2059-6014

Article publication date: 18 June 2019

Issue publication date: 10 September 2019

2922

Abstract

Purpose

This study aims to investigate the factors that may hinder or facilitate consumers’ adoption of mobile-commerce (m-commerce) activities in the context of developing countries exemplified here by Oman.

Design/methodology/approach

A conceptual model was developed through integrating factors from UTAUT2 (performance expectancy, expectancy effort, social influence, facilitating conditions, hedonic motivation, price value, habit and self-efficacy) and SERVQUAL (system quality, service quality and information quality). Data were collected from 530 Omani m-commerce users through a cross-sectional survey.

Findings

The results of the structural equation modelling showed that consumers’ behavioural intention (BI) towards m-commerce adoption was significantly influenced by information quality, habit, performance expectancy, trust, hedonic motivation, service quality, price value and facilitating conditions, in their order of influencing strength, and explained 65.5 per cent of the variance in BI. Unexpectedly, effort expectancy, social influence, self-efficacy and system quality had no significant effect on BI.

Practical implications

This study will explain the currently relatively low penetration rate of m-commerce adoption in Oman, which will help local m-commerce businesses to develop the right organizational strategies, especially related to marketing strategies and developing mobile applications, which will draw the attention of many users.

Originality/value

This is one of the few studies that integrates UTAUT2 with SERVQUAL and tests the proposed model in non-Western cultural contexts. Specifically, in contrast to previous studies, diversity of individuals’ acceptance behaviour is examined in Oman.

Keywords

Citation

Tarhini, A., Alalwan, A.A., Shammout, A.B. and Al-Badi, A. (2019), "An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model", Review of International Business and Strategy, Vol. 29 No. 3, pp. 157-179. https://doi.org/10.1108/RIBS-10-2018-0092

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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