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as the most preferred choice of devices for m-commerce transactions. On the other hand, a majority of the South African respondents (nZAR =225; 74%) spend approximately 20(ZAR) to 250 (ZAR) on online mobile purchases with smartphones being the most preferred choice of mobile devices for m-commerce transactions.
Correlations
The Pearson’s Product Moment Correlation Coefficient (r) was used to analyse the bivariate relationship between the six m-commerce acceptance dimensions with attitude and future usage frequency on both the Taiwanese and the South African samples. These results are reported in Table 1 and table 2 of this study.
TABLE 1: CORRELATION ANALYSIS OF M-COMMERCE ACCEPTANCE DIMENSIONS WITH ATTITUDE AND USAGE FREQUENCY (TAIWANESE SAMPLE)
Construct
Perceived innovativeness
Perceived ease of use
Perceived enjoyment
Subjective norms
Perceived usefulness
Perceived credibility
Attitude
Usage frequency
PI 1
PEOU PE .191**
1 SN .317* .440** 1 .470**
.216* .315*
1 PU .568
.384** .401** .596**
1 PC .337* .379* .399 .343 .411** 1 ATT .362**
.456** .379** .243* .497** .198**
1
FOU .682*
.660* .537* .383** .414** .510*
.527** 1
** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed)
With regard to the Taiwanese sample correlation coefficients (rT) and the South African sample correlation coefficients (rZAR); the relationship between the six m-commerce acceptance sub- scales and attitude revealed positive and significant, weak to strong correlations. Perceived innovativeness (rT =0.362; p<0.01; rZAR =0.301; p<0.05); perceived ease of use (rT =0.456; p<0.01; rZAR =0.396; p<0.01); perceived enjoyment (rT =0.379; p<0.01; rZAR =0.378; p<0.01); subjective norms (rT =0.243; p<0.05; rZAR =0.309; p<0.01); perceived usefulness (rT =0.497; p<0.01; rZAR =0.504; p<0.01) and perceived credibility (rT =0.198; p<0.01; rZAR =0.317; p<0.05) were positively correlated with attitude. Thus; the consumers’ attitudes towards accepting mobile technologies for commercial transactions are largely shaped by the increased level of consumer innovativeness, ease of using m-commerce tools, enjoyment of utilising the mobile devices, normative influence of friends and family, usefulness of m-commerce in improving the users’ lifestyles as well as credibility of the mobile sites.
THE LINKAGE BETWEEN M-COMMERCE ACCEPTANCE DIMENSIONS AND USAGE FREQUENCY: AN INTERNATIONAL PERSPECTIVE 1082