Determinants of mobile commerce adoption by consumers in South Africa: a UTAUT2 and TPB Perspective
Date
2022
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Abstract
The proliferation of mobile device use, greatly influenced by high internet permeation, has strongly encouraged mobile commerce adoption in developed nations. However, the lag in mobile commerce adoption in developing nations is deeply concerning; extant literature has shown that most African nations are yet to adopt or fully utilise the trillion-dollar mobile commerce market.
The purpose of the study was to investigate the factors influencing m-commerce adoption in South Africa. Previous studies on m-commerce adoption, in an African context, appear to be scant. The novelty of this research is that mobile commerce adoption is studied from a South African consumer perspective using constructs that measure behavioural intention. Open-ended questions were also used to obtain additional factors from consumers.
A conceptual model made of UTAUT2 and TPB constructs, and two additional constructs (i.e. perceived financial resources and institution-based trust) was used to investigate adoption. Twelve hypothesis statements from the model’s constructs were proposed, under a positivist research paradigm. An online survey was used to obtain data from 358 people (random sample) living in South Africa. The data was analysed using the IBM SPSS.
The number of people who are using or have used the technology was used to determine adoption. The conceptual model and hypotheses were evaluated using multiple regression and correlation analysis, respectively. Performance expectancy, hedonic motivation, facilitating conditions, perceived behavioural control, attitude towards behaviour and perceived financial resources were shown to positively and significantly influence m-commerce adoption. Additional factors (e.g. delivery to remote areas, reliable shipping, shopping convenience, data and device access, product variety and product availability) influencing m-commerce adoption in South Africa were also identified from the qualitative data analysis. Perceived risk was identified as a barrier to adoption.
This study contributes to theory and practice by identifying the UTAUT2 and TPB factors that significantly influence m-commerce adoption in a South African context. In addition, additional factors that influence m-commerce adoption, as well as mcommerce marketplaces in South Africa, were identified.
Description
A dissertation submitted in fulfilment of the requirements for the degree of Master of Commerce to the Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, 2022
Keywords
B2C Mobile Commerce, Adoption, Theory of Planned Behaviour