The Factors Influencing the Usage of Mobile Commerce among Rural Entrepreneurs in Peninsular Malaysia

The Factors Influencing the Usage of Mobile Commerce among Rural Entrepreneurs in Peninsular Malaysia

Mobile Commerce

Utilization

Factors Influencing

UTAUT

Rural Entrepreneurs

This study investigates the factors contributing to the mobile commerce usage among rural entrepreneurs in Peninsular Malaysia. By using the Unified Theory of Acceptance and Use of Technology (UTAUT), the relationship between performance expectancy, effort expectancy, social influence and facilitating conditions on the utilization of mobile commerce were examined. Face to face survey method was used for data collection. 360 samples were subsequently analysed using the Partial Least Square-Structural Equation Modelling (PLS- SEM) method. The study found that social influence was the most influential factor in mobile commerce utilization. The performance expectancy, effort expectancy, social influence, and facilitating conditions were positive and significantly influenced the use of mobile commerce among rural entrepreneurs in Peninsular Malaysia. The findings were added significantly in bridging the knowledge gap concerning the elements influencing the mobile commerce usage among rural entrepreneurs. This empirical study provides significant input to all stakeholders, including government, relevant stakeholders (e.g. entrepreneurs, supply chain industry, telecommunications industry, and ICT industry), and local communities.

A.Samad, Nur Syafiqah

Abdullah, Fadhilahanim Aryani

Abu Yaziz, Mohd Fathi

Bahari, Norzalizah

International Journal of Interactive Mobile Technologies (iJIM); Vol. 15 No. 20 (2021); pp. 131-145

1865-7923

International Association of Online Engineering (IAOE), Vienna, Austria

2021-10-25

Copyright (c) 2021 Nur Syafiqah A.Samad, Fadhilahanim Aryani Abdullah, Mohd Fathi Abu Yaziz, Azira Hanani Ab. Rahman, Siti Fariha Muhamad, Norzalizah Bahari

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Peer-reviewed Article