Predicting the Adoption of Mobile Transactions: An Exploratory Investigation in Greece

This study presents a conceptual model that combines perceived ease of use, perceived usefulness, familiarity, adoption intention and the actual consumers´ adoption in order to predict user mobile transaction acceptance regarding mobile buying products and making reservations. The proposed model is empirically tested using data collected from a survey in Greece. The structural equation modeling is used to evaluate the suggested model and confirmatory factor analysis verifies the reliability and validity of the measurement model. The findings show that all the variables have a direct effect on people´s decision on conducting transactions with the exception of perceived ease of use. The implication of this work to both researchers and practitioners is discussed.