Negative user adoption behaviors of mobile commerce: An empirical study from Chinese college students

This study aims to examine the positive and negative factors that can significantly explain user acceptance of mobile commerce (m-commerce) in China. A technology acceptance model for m-commerce with five factors is constructed. The proposed model is tested using data collected from 156 college students in Macau. Exploration factor analysis is performed to examine the reliability and validity of the model and regression analysis is performed to access the relationship between behavior intention and each factor. The acceptance of m-commerce is influenced by the factors including performance expectancy, social influence, facilitating conditions, and disturbance concerns; while effort expectancy is insignificant in this case. The results of the study are useful for m-commerce service providers to adjust their strategies for promoting m-commerce services. This study contributes to the practice by providing a user technology acceptance model for m-commerce that can be used as a foundation for future research.