Toward an Integrative Model for Consumer Behavior regarding Mobile Commerce Adoption

With the substantial growth of mobile phone users, mobile commerce (m-commerce) has been predicated to become a powerful tool in electronic commerce. To achieve success in m-commerce, companies must first understand consumer behaviors toward m-commerce adoption. The objective of this study is to provide a comprehensive review of the information system (IS) literature related to consumer perspectives of m-commerce, integrate research findings across studies in order to enhance the knowledge of consumer behavior regarding m-commerce adoption, and provide a clear direction for further discussion. An integrative framework based on finding according to a coherent and comprehensive review related studies in m-commerce field was proposed. This integrative framework proposed system quality, information quality, service quality, and bizware characteristics as critical factors that influence consumer behaviors toward adopting m-commerce through the perceptions of easy of use, usefulness, risk, and convenience.