Mobile Commerce Adoption Study From The Perspective Of Usability

With the rapid development of mobile technology, wireless networks and the coming 3G era, mobile commerce has been development greatly. The form of mobile business applications is beginning to show its diversity and to be closer to people's lives, more and more consumers begin to start mobile commerce. After a series of exploration and practice, TD-SCDMA has entered the commercial era which indicates that China's mobile commerce will enter a rapid development period. However, the entire industry is still unable to achieve people's expect at present. Through a review of some relevant literatures and analysis of mobile commerce process, we find that usability is a key factor that influence the development of mobile commerce. Therefore, we find out the factors that affect usability of mobile commerce activities. And also analyze the factors that influence consumers' adoption synthetically.This paper mainly from objective and subjective levels to examine the factors that affect consumer adoption of mobile commerce. In objective level, this paper studied m-commerce activity systematically from an overall perspective. It from the three factors that constitute the system (mobile device, WAP web, wireless communication network) to find out the objective factors which influence usability of m-commerce system. In subjective level, perceived enjoyment and personal innovativeness have been found out, and combined TPB to study subjective factors that influence consumer adoption. The research hypothesises have been put forward respectively and also been discussed in detail.To gather data, a questionnaire IS developed and the questionnaire is administered to to consumers who use the mobile instant messaging service (Mobile MSN & Mobile QQ) in China. The final sample consisted of 837 valid responses and our study model is validated by structural equation modeling (SEM). The results showed that: in objective level, mobile device characteristics, WAP web characteristics and wireless communication network characteristics are the main factors that influence m-commerce system usability. In subjective level, perceived enjoyment, system usability and personal innovativeness all have significant influence on consumers' attitude and system usability also has a significant influence on perceived enjoyment. Tha factors in the model of TPB have been well verified in this study.