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THE LINKAGE BETWEEN M-COMMERCE ACCEPTANCE DIMENSIONS AND USAGE FREQUENCY: AN INTERNATIONAL PERSPECTIVE
58 ABSTRACT
With the accelerated proliferation of high speed wireless-enabled devices; the global business fraternity is gaining interest in using this medium as a means of conducting transactions through m-commerce. This paper examined the extent to which two emerging markets; Taiwan (293 consumers) and South Africa (304 consumers), have been able to keep pace with this trajectory. An analysis was made on the relationship among six dimensions with attitude and m-commerce usage frequency. A quantitative research approach was pursued through a self-administered survey questionnaire. Based on the Pearson correlations results, independent t-tests with gender and cohen's D measures; positive statistical and practical significance was established along the ease of use, usefulness, enjoyment and credibility dimensions with both attitude and usage frequency among male and female consumers on both samples. However, no statistical and practical significance was observed along the innovativeness and subjective norms dimensions'. The study presents practical insights for initiating or improving the m-commerce activities of various organisations in line with the dimensions that have been identified. Ultimately, usage frequency along these constructs is set to reinforce the marketing strategy of any organisation and further present a stimulus effect on business profitability.
KEYWORDS M-commerce acceptance, Usage frequency, Taiwan, South Africa