An investigation on factors influencing customer' attitudes toward using mobile commerce services in Ho Chi Minh city
Abstract
Mobile commerce (M-commerce) is identified as activities referring to a commercial business implemented via communication networks that connect with wireless or mobile devices (Barnes,
2002). Transforming E-commerce (wired environment) into M-commerce (wireless environment)
is considered as a big success of mobile communication. The rapid development of wireless system has broaden the way for mobile devices to faster access which will lead to the rising interest of enterprises because of its great usefulness. Knowing the factors affecting consumers‟ adoption of m-commerce services is getting more important especially for business leaders to prepare effective development strategies.
The purpose of this study is to investigate the consumers‟ attitudes toward using M-commerce services by exploring factors influencing their adoption. In order to evaluate those factors, the Technology Acceptance Model (TAM) is implemented and two factors - Perceived Trust and Perceived Risk added into the research to determine the customers‟ acceptance of M-commerce services. Those main factors presented in the proposed research model are Perceived Ease of Use, Perceived Usefulness, Perceived Trust, Perceived Risk, Attitude and Behavioral Intention to use
M-commerce services.
Questionnaires were designed to collect data from customers to examine the research model. After data analysis, the results help to support and clarify the hypotheses as well as the literatures
in this study. And the findings and several recommendations are also presented for mobile services providers when they have an intention to develop successfully Mobile commerce
services.
Keywords: Mobile commerce, Perceived Ease of Use, Perceived Usefulness, Perceived Trust, Perceived Risk.