With the highly growing popularity of smart phones and tablets, the amount of users who use wireless Internet including mobile Internet have reached 11 million in 2013 (TWNIC 2013). Mobile commerce (m-commerce) is regarded as a tremendous market potential for businesses and customers. However, the expected benefits have not yet to be realized. The number of m-commerce services and applications accepted by the customers in Taiwan is still small in comparison with other countries, i.e., Japan and Korea. As a result, it becomes significant for researchers to understand customers’ mobile commerce adoption behavior through national culture in Taiwan. This study aims to investigate the factors that predict consumer intention to adopt m-commerce in Taiwan. Based upon the revised UTAUT model, this research used two of Hofstede’s cultural dimensions: power distance and uncertainty avoidance as modulators on the UTAUT model to enhance the understanding of influencing users’ intention or actual use of m-commerce . In the research, the study sample consists of 300 respondents with using online questionnaires to collect data . The constructs are measured by means of online survey distributed among people who have smart phones or tablets. The SPSS will be used to analyze and explain the meaning of each factor. The conclusion in this study provides a way toward understanding from how much degree of cultural dimensions and trust influence on users adopting m-commerce in Taiwan.
Ting-yu Li, National Chung Hsing University, Taiwan
Chien-Ta Bruce Ho, National Chung Hsing University, Taiwan
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