Assessing Antecedents of Behavioral Intention to Use Mobile Technologies in E-Commerce

Abstract

The last decades have seen continuous increases in electronic commerce (e-commerce) and particularly mobile commerce (m-commerce). These sharp increases, especially during the COVID-19 pandemic, have led companies to become aware of the potential of this trade channel. This paper investigates the effects of antecedents on behavioral intention in m-commerce and the role of consumer satisfaction in the buyer decision process. In our investigation, we used the modified technology acceptance model (TAM). The research was conducted through a survey based on a self-administered questionnaire, with the data being analyzed by structural equation modeling and cross-tabulation. Following the investigation, we found that perceived usefulness (PU) and perceived ease of use (PEU) positively influence behavioral intention. Consumer satisfaction also plays a significantly positive role in m-commerce actual use, influencing future behavioral intention. The results also showed that generational and gender differences strongly affect behavioral intention, with younger generations and male respondents being more inclined to use m-commerce.