Devising a Research Model to Examine Adoption of Mobile Commerce Affected by Huxiang Culture

Abstract

Whilst the adoption of mobile commerce has been studied in several contexts, none of the existing research has attempted to systematical analyses of the influence by region culture. Huxiang culture is considered to be the unique southern culture, therefore, this paper sought to extend an appropriate model of adoption which was influenced by Huxiang culture with theoretically grounded constructs. As TAM has previously been used by mobile commerce adoption research, and it was concluded that TAM would be the most appropriate to employ. Based on current research findings on m-commerce, TAM was extended with trust and perceived enjoyment.