Factors Affecting the Adoption of Mobile Commerce (A Study on SMEs in Malang)

YudhitaValen Prasarry, Endang Siti Astuti, Imam Suyadi


This study aims at analyzing and explaining factors affecting the adoption of mobile commerce by integrating the variables of Unified Theory of Acceptance and Use of Technology (UTAUT) and Task Technology Fit (TTF). The subjects of the study are owners of SMEs being members of the Chamber of Trade and Industry Malang. The population of the study is 103 owners of SMEs while the sample consists of 97 owners of SMEs. The inferential analysis technique used in this study is Generalized Structured Component Analysis (GSCA). The results of the study show that out of 8 hypotheses, 5 of which are significant and 3 of which are non-significant. The hypotheses resulting in significant effect are performance expectancy, effort expectancy, and fit toward behavioral intention, as well astask characteristic toward fit and behavioral intention toward adoption. The hypotheses with non-significant effect are social influence and facilitating condition toward behavioral intention as well as technology characteristic toward fit.

Keywords: SMEs, Mobile Commerce, UTAUT 1, and TTF

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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