Environmental Factors Affecting Mobile Commerce Adoption- An Exploratory Study on the Telecommunication Firms in Jordan

Around the world, mobile commerce (m-commerce) is being rapidly adopted as the latest trend to do business. This study aims to explore the environmental factors affecting m-commerce adoption by telecommunication firms in Jordan. A framework was developed based on the literature review, consisting of nine factors that are used to examine their effect on the m-commerce adoption level. The quantitative approach is adopted in this study using a survey conducted among managers in three telecommunication firms in Jordan: Zain, Umniah, and Orange. With a response rate of 60%, 102 questionnaires were collected and analyzed using SPSS. The results of the analysis revealed the important factors that significantly affect m-commerce adoption in Jordan. These include competitive pressure, regulatory environment, social influence, support industries, customer pressure, and government pressure, respectively. The analysis revealed that starting initiatives from telecommunication firms expect to lead the market toward m-commerce services and simultaneously enhance customer readiness and investments in mcommerce supportive industries. in addition, suitable tax laws, clear regulatory frameworks, and improving the infrastructure by the government are considered essential issues that affect m-commerce adoption directly.