EXPLORING MOBILE TECHNOLOGY ADOPTION IN THE REPUBLIC OF SERBIA: IDENTIFYING CONSUMER SEGMENTS

Mobile commerce is rapidly becoming a major driver of global commerce, with the potential to surpass traditional purchasing methods. As technology adoption expands, various models have emerged to explain user acceptance. While models like TAM offer foundational insights into user acceptance, they often lack the depth to address the complexity of modern consumer behavior. The UTAUT2 model expands on this by integrating factors such as hedonic motivation, price value, and habit, providing a more comprehensive framework for understanding mobile commerce adoption. Segmentation plays a critical role in this dynamic industry, helping businesses tailor strategies to diverse consumer needs. Considering the above mentioned, the aim of the paper is to identify distinct consumer segments regarding the acceptance and usage of mobile technologies, with UTAUT2 determinants serving as the foundation for segment classification. The sample consists of 210 respondents. The research was conducted in the territory of Central Serbia, from April to May 2023. Descriptive statistical analysis and cluster analysis were applied in the paper. The findings highlight the importance of customizing mobile commerce platforms for specific consumer groups. For lower- income users, strategies should focus on affordability, including discounts, flexible payment options, and easy-to-use interfaces. Educational campaigns addressing barriers like security concerns and limited technical knowledge, along with regular feedback, can further enhance offerings. This approach enables businesses to optimize platforms, ensuring they meet the needs of diverse consumer groups and improve overall user satisfaction.