Assessing Key Factor that Influence on the Acceptance of Mobile Commerce Based on Modified UTAUT

This study presents a modified Unified Theory of Acceptance and Use of Technology (UTAUT) to examine key factors that affect the intention to accept and the subsequent use of mobile commerce (M-commerce) among Jordanian consumers. A survey questionnaire was used to collect data from 447 undergraduate university students using a stratified random sample, and analyzed by using a structural equation modeling (SEM); by using the WarpPLS 3.0 software. Results show that user acceptance and use of Mobile commerce services can be predicted from the users’ behavioral intentions, which are affected significantly by Performance Expectancy, Effort Expectancy, and Social Influence. From among these variables, Social Influence is the most significant determinant that directly affects behavioral intention to use M-commerce services in Jordan followed by Effort Expectancy then Performance Expectancy. Facilitating Conditions and moderating variables (gender, age, monthly expense, and experience) have no significant effect on Behavioral Intention to use M-commerce services in Jordan. Ultimately, this study finds that there is a direct effect between behavioral intention and the eventual use of M-commerce services in Jordan. This research should help merchandisers avoid spending thousands or even millions of dollars that may on investments that will have little effect on whether or not the consumer will actually accept and use M-commerce. The study also gives quantified indicators and presents a model that might help in understanding the M-commerce environment in Jordan. It concludes with an examination of the implications of the research findings and offers suggestions for future research.