A confidence-based framework for business to consumer (B2C) mobile commerce adoption

Yuk Kuen Wong*, Chao Jung Hsu

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

47 Citations (Scopus)


The Technology Acceptance Model (TAM) has been considered to be fundamental in determining the acceptance of new technology in the past decades. The two beliefs, ease of use and usefulness, in the model may not, however, fully explain the consumers' behavior in an emerging environment, such as mobile commerce (m-commerce). This paper aims to develop a framework for m-commerce adoption in consumer decision-making processes. In this paper TAM has been adopted and extended to analyze successful m-commerce adoption. The key elements of the proposed confidence-based framework for B2C m-commerce adoption include psychological and behavioral factors. Psychological factors include history-based confidence, institution-based confidence and personality-based confidence. Behavioral factors include perceived ease of use and perceived usefulness of the mobile application and technology.

Original languageEnglish
Pages (from-to)77-84
Number of pages8
JournalPersonal and Ubiquitous Computing
Issue number1
Publication statusPublished - Jan 2008


  • Buying decision making process
  • Confidence
  • Mobile commerce adoption
  • Technology acceptance model


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