Why Do Shoppers Prefer M-Commerce? Discovering Key Drivers Based on a SEM–ANN Approach

Abstract In recent years, mobile commerce has experienced exponential growth, changing the current shopping circumstances for consumers. To address this new context, this paper proposes an adapted Technology Acceptance Model (TAM) that seeks to comprehend consumers’ predisposition to use m-commerce in a comprehensive multi-analytic approach. A web-based survey was developed for assessing the proposed conceptual framework considering responses from 354 m-commerce users. For data analysis, this research established a hybrid approach based on structural equation model (SEM) and artificial neural networks (ANN). On one hand, SEM results showed that perceived usefulness and trust influenced attitude, whereas behavioral intentions were driven by consumers’ subjective norms and m-commerce attitude. On the other hand, ANN findings asserted attitude as the most important factor in driving consumer intention for m-commerce adoption. Overall, this research offers contributions to understanding the adoption of a new technology, providing theoretical and practical implications for marketing strategies. Specifically, from a managerial perspective, m-commerce apps should focus on creating seamless customer experiences, highlighting the productivity feature of m-commerce.