Mobile Commerce Adoption in a Developing Country: Driving Factors in the Case of Cameroon

Abstract

In line with steady improvements in wireless communications, the number of people using mobile devices has skyrocketed globally while bringing about a veritable breakthrough in the use of mobile commerce (m-commerce). Against a backdrop of fast-evolving mobile commerce (including in developing countries), this study seeks to investigate factors predicting the consumer’s intention to adopt m-commerce in Cameroon, but also the moderating effects of the demographic variables on such prediction. Data were collected from 262 Cameroonian respondents aged less than 45, as this age category accounts for the bulk of unconditional IT users in the country. Then, a quantitative approach analysis based on the PLS-SEM algorithm was used to test the research model. Results showed no significant moderation effect of gender and age when verifying the following hypotheses: (1) A variety of services positively influence the consumer intention to adopt m-commerce; and (2) Behavioural intention positively influences the consumer intention to adopt m-commerce. Findings of this research are expected to help companies and organizations dealing with m-commerce to better develop marketing strategies, applications and services likely to attract more users.