Chinese customer's attitude and adopt intention on mobile commerce

Abstract

This research investigated whether perceived usefulness, perceived easy use, security and privacy, perceived behavior control can influence customer attitude, which in turn, leads to adopt intention for mobile commerce in China. Based on the data collected from 268 college students who are mobile users, we found that perceived usefulness, perceived easy use, security and privacy, perceived behavior control were positively associated with customer attitude and adopt intention. The study has also revealed that customer attitude has a partial mediation effect on the relation between perceived usefulness, perceived easy use, security and privacy, perceived behavior control and intention to adopt mobile commerce respectively. The empirical results provide strong support for the conceptual model, shedding light on the significance and relative importance of six constructs. The theoretical and empirical implications of these results are also for discussion.