An Empirical Study on Factors Affecting Customer Intention in Mobile Commerce Contexts

With the good customer foundation and increasing revenue, m-commerce is on the growing development stage. Although there are many literatures about the factors affecting customer intention in internet-based e-commerce contexts, it is necessary to do an empirical validation in m-commerce contexts. Factors of trust and social influence integrated to TAM were used in the conceptual model. Empirical data in the method of questionnaire collected from university students were analyzed to exam the relationship between these factors and customer intention. Results from CFA and SEM showed all of the factors had a positive effect on intention, in which trust had the strongest effect on intention. The findings have practical implications for m-commerce vendors from a consumer point of view.