Exploring new factors effecting purchase intention of mobile commerce: trust and social benefit as mediators

This paper aims to examine the effects of important determinants such as ubiquitous connection, context-aware, reputation and familiarity on consumers' purchase intention by the path of trust and social benefit in mobile commerce. Data were collected from an online survey system. The formal questionnaire consisted of two sections. Section 1 measured respondent perceptions of each construct in the research model. Section 2 aimed to understand respondent basic personal data. The study results indicate that both trust and social can positively influence purchase intention in mobile commerce. Ubiquitous connection and familiarity fail to influence trust directly but can influence purchase intention by the path of social benefit as expected. The research extends the literature on consumers' purchase intention identifying the importance of ubiquitous connection, context-aware, reputation and familiarity and probing into the relationship of trust, social benefit and purchase intention. The results suggest prescriptive strategies for mobile commerce sellers.