Individual and Platform Factors in Mobile Commerce Adoption: An Integrated SOR-3M Model Analysis in Vietnam

Abstract

Mobile commerce (m-commerce) adoption remains inconsistent across different contexts, with limited understanding of how individual consumer characteristics and platform features interact to influence usage intentions. This study develops an integrated framework combining the Stimulus-Organism-Response (SOR) model with the Meta-Theory of Motivation (3M) to examine m-commerce adoption among Vietnamese consumers. Using data from 538 respondents in Ho Chi Minh City and structural equation modeling, we test the relationships between consumer characteristics (knowledge, self-efficacy, trust propensity), platform attributes (security protection, privacy protection), cognitive responses (perceived usefulness, perceived risk), and usage intention. Results show that perceived usefulness (β=0.499, p<0.001) and perceived risk (β=-0.353, p<0.001) significantly influence m-commerce intention, explaining 43% of variance. Knowledge and self-efficacy significantly affect both cognitive responses, while trust propensity only influences perceived usefulness. Platform security features reduce perceived risk but do not enhance perceived usefulness. These findings suggest that Vietnamese consumers prioritize functional benefits and risk mitigation over security features when evaluating m-commerce platforms. The study contributes to understanding cultural variations in technology adoption and provides guidance for platform designers targeting emerging markets.