모바일 디바이스의 구독자 숫자의 증가에도 불구하고 개발도상국에서 실질적인 구매 숫자는 낮은 편이다. 그러므로모바일 커머스를 사용하기 위한 사용자들의 의사결정에 어떤 요인이 영향을 미치는지는 중요하다고 할 수 있다. 본 연구의 목적은 파키스탄에서 모바일 커머스에 영향을 미치는 핵심요인을 규명하고자 하였다. 500명의 파키스탄 모바일 디바이스 사용자로 부터 데이터를 수입하여 PLS3.0 을 이용하여 분석하였다. 실증 분석결과, 자기효응성(self-efficacy), 노력기대(effort expectancy), 사회적 영향(social influence), 촉진 요인(facilitating conditions), 편재성 (ubiquity)이 행위적 의도(behavioral intentions)에 영향 미치는 요인임을 밝혔다.
The rapid diffusion of mobile devices and the most recent growths of growth technologies have brought to increasingly advanced services such as m-shopping for services and goods and m-payments. However, despite the growing numbers of mobile subscribers, real commerce operators are low in number in many developing countries. It is therefore profoundly important to determine what affect user’s decision to use m-commerce. The objective of this study is to identify key determinants of m-commerce through UTAUT in Pakistan. This study proposes eight determinants of consumer’s behavioral intention: self-efficacy, effort expectancy, performance expectancy, social influence, facilitating conditions, ubiquity and previous mobile service usage experience. Data were obtained from Pakistan mobile subscribers (n= 500) and analyzed using smart PLS 3.0. The gathered results indicates the self-efficacy, effort expectancy, social influence, facilitating conditions, and ubiquity are significantly related to behavioral intentions. While performance expectancy were insignificant in this study. Additionally moderating effect of mobile usage experience was also tested. The consumer experience has a moderating effect in one of the relationship hypothesized in model. The findings suggests that consumer insight into m-commerce have little to do with the mobile use duration. This study would bring value to research and its effects are important for policy makers who eager to make difference.