Exploring factors affecting mobile commerce B2C adoption in Iran

Abstract: Mobile commerce is any commercial transaction conducted through any of a
variety of mobile devices over a wireless telecommunication network in a
wireless environment. The purpose of this research is to identify distinctive
driving forces of the emergence of mobile commerce. It seeks to provide a
better understanding of the readiness level of Iranians with regard to the
use of mobile commerce and factors affecting the adoption of mobile commerce
in Iran. This research employs a revised Technology Acceptance Model and IDT
to examine the applicable model in mobile commerce context in Iran. In order
to achieve this purpose, a quantitative approach to surveying “Iranian mobile
subscribers” has been taken. Data analysis related to research questions and
research models was performed using Structural Equation Modeling by means of
LISREL 8.53. Empirical results show that attitude toward use (ATU) has the
strongest positive effect on determining behavioral inten-tion to use and
that compatibility, perceived usefulness, perceived ease of use, and
innovation play the most significant role in mobile commerce adoption—only
cost does not have a meaningful relationship with attitude toward use. Risk
has a negative effect on ATU. Gradually, an overall conclusion emerges from
the empirical data, suggesting that respondents have favorable intentions
with regard to the use of mobile commerce.