Factors influencing the adoption of mobile commerce in Taiwan

With the growing popularity of smartphones and tablets, the number of people who use wireless internet, including mobile internet, reached 11 million in 2013. The number of m-commerce services and applications used by customers in Taiwan is still small. This study aims to investigate the factors that predict users' behavioural intention to adopt m-commerce in Taiwan. It is based on the revised Unified Theory of Acceptance and Use of Technology model (UTAUT), and two of Hofstede's cultural dimensions (power distance and uncertainty avoidance) as moderators on the UTAUT model to enhance the understanding of influencing users' intention of using m-commerce. The study sample surveyed with online questionnaires consists of 435 valid respondents. The research result shows that effort expectation, performance expectation, social influence and trust significantly influence the behavioural intention to use m-commerce. For moderator effects, power distance has an interacting effect with social influence, and has a negative relationship with social influence on behavioural intention to use m-commerce.