Predicting customer intention to adopt mobile commerce in Jordan

BACKGROUND The progress made in wireless communications has led to a higher adoption of mobile devices among users and has spurred the development of mobile commerce technology. OBJECTIVE This research examines the factors influencing the intention to adopt mobile commerce in Jordan. These factors include perceived usefulness, perceived ease of use, trust, social influence, personal innovation, and mobility. METHODS The study relied on Technology Acceptance Model (TAM), incorporating additional variables to suit the Jordanian context. The researchers gathered data from 540 users, and the research hypotheses were evaluated using smartPLS analysis. The study utilized a convenience sample due to the absence of a comprehensive list of names of mobile commerce users. RESULTS The results reveal that perceived usefulness, trust, social influence, personal innovation, and mobility play a significant role in influencing adoption intentions of mobile commerce. Furthermore, the study finds that mobility significantly affects the perceived usefulness of mobile commerce. In contrast, perceived ease of use does not show a statistically significant relationship on the intention to adopt mobile commerce. CONCLUSIONS The outcomes of this research provide valuable insights for companies, service developers, and mobile marketers, enabling them to enhance the adoption rate of this service among individuals.