A two-staged SEM-neural network approach for understanding and predicting the determinants of m-commerce adoption

    Research output: Journal PublicationArticlepeer-review

    304 Citations (Scopus)

    Abstract

    The advancement in wireless and mobile technologies has presented tremendous business opportunity for mobile-commerce (m-commerce). This research aims to examine the factors that influence consumers' m-commerce adoption intention. Variables such as perceived usefulness, perceived ease of use, perceived enjoyment, trust, cost, network influence, and variety of services were used to examine the adoption intentions of consumers. Data was collected from 376 m-commerce users. A multi-analytic approach was proposed whereby the research model was tested using structural equation modeling (SEM), and the results from SEM were used as inputs for a neural network model to predict m-commerce adoption. The result showed that perceived usefulness, perceived enjoyment, trust, cost, network influence, and trust have significant influence on consumers' m-commerce adoption intentions. However, the neural network model developed in this research showed that the best predictors of m-commerce adoption are network influence, trust, perceived usefulness, variety of service, and perceived enjoyment. This research proposed an innovative new approach to understand m-commerce adoption, and the result for this study will be useful for telecommunication and m-commerce companies in formulating strategies to attract more consumers.

    Original languageEnglish
    Pages (from-to)1240-1247
    Number of pages8
    JournalExpert Systems with Applications
    Volume40
    Issue number4
    DOIs
    Publication statusPublished - Mar 2013

    Keywords

    • Multi-analytic data analysis
    • Neural network
    • SEM
    • Technology adoption
    • m-Commerce

    ASJC Scopus subject areas

    • General Engineering
    • Computer Science Applications
    • Artificial Intelligence

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