| المستخلص: |
The intersection of traditional and e-commerce practices is being driven by the need for organization to keep up with the increasing competition of online retailing. The communication technologies have significantly influence in organization's operations, structure and strategies. The emergence of mobile technologies has driven anew innovation which increasing the availability, frequency and speed of communication between the organization and their customers. Mobile commerce (m-commerce) is the ability to conduct wireless commerce transaction using mobile applications in mobile devices. Currently, m-commerce is expanding rapid and fast due to the increasing number of people using mobile applications as an important tool in their daily lives. This proposal aims to examine the factors affecting acceptance of M-commerce. The research will focus on the characteristics and features of mobile commerce as well as the factors influencing the customer's behavioral intention to adopt and utilize mobile applications services. Research objectives include identify whether consumer's perceived of relationship quality will affect their acceptance towards m-commerce, examine whether the value of incentives offered by the organization will have any influence to the consumer's acceptance toward m-commerce, justify the usefulness of mobile application to our daily lives will affects the consumer's acceptance toward m-commerce, identify the characteristic of ease of use of mobile application having any influence on the acceptance of consumer towards m-commerce. This research employs Technology Acceptance Model (TAM) and RELQUAL scale to examine the factors affecting the customer's attitude towards m-commerce applications. Both method provides the theoretical basis for explaining how consumers perceive mobile services which they use and operate by their mobile handset. To achieve that, this research employed quantitative method by examining mobile application user in China with specific designed questionnaire. 200 respondents are randomly selected in Shanghai city, China. The questionnaires were received and analyzed by using SPSS, correlation, regression and factor analysis tests to conduct. The finding of the research presents an extended technology acceptance model that participates innovation diffusion theory to investigate what determine user mobile commerce acceptance. The study will enriches our understanding of technology adoption by consumer individuals. Finally, the model analysis and survey evaluation will enable organization to make provision decisions facing the engagement of m-commerce technology era.
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