EXPLORING INTENTION to ADOPT MOBILE COMMERCE: INTEGRATING UTAUT2 with SOCIAL MEDIA Natheer Gharaibeh, Malik Khlaif Gharaibeh, Omar Gharaibeh, Wafa Bdour

INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616 EXPLORING INTENTION TO ADOPT MOBILE COMMERCE: INTEGRATING UTAUT2 WITH SOCIAL MEDIA Natheer Gharaibeh, Malik Khlaif Gharaibeh, Omar Gharaibeh, Wafa Bdour

Abstract— Recent advances in wireless communications have resulted in increasing the penetration rate of mobile users, and actually increased the evolution of mobile commerce technology. This research attempt to predict the determinants that influence consumer expectation and intention to adopt mobile commerce in Jordan. The work modifies the UTAUT2 model and includes a new variable which is social media. By empirical examination from Jordan. Data was collected from 400 Jordanian consumers, and the research hypotheses were tested using linear regression analysis. The results showed that social media, social influence, effort expectancy, hedonic motivation, performance expectancy, habit, and facilitating conditions significantly affect Jordanian consumer intention to adopt mobile commerce. In turn, price value has no critical relationship with intention to use. This paper recommends the need to extend the UTAUT2 when investigating innovation such as mobile commerce technology. The results of this paper are expected to be valuable for telecommunication and mobile commerce providers in developing a marketing strategy. Index Terms—Mobile commerce, UTAUT2, Social Media, customer intention, social influence, effort expectancy, hedonic motivation, performance expectancy, habit, facilitating conditions ——————————  ——————————

1 INTRODUCTION Smart phone users all over the world are growing rapidly, Based on that, the aims of this study is to explain the where their number is estimated to exceed more than 5 billion determinants that may affect the expectation and intention of by the year 2019 [1]. The cheap price of these phones with Jordanian customers to accept of M-commerce. Consequently, availability of Internet has made their diffusion is easier. The this study have two research question that will be examined as mobile commerce is a synergy between a Smartphone or the following: Personal Digital Assistant [2], wireless internet and a  What factors in original Utaut2 affect customers to supporting software [3]. The expectations and perceptions have intentions to use m-commerce? from launching this innovation are very important for  Is there any impact for social media on intention to businesses as well as for customers. use mobile commerce? Thakur & Srivastava [4] defined mobile commerce as “all The rest of this study is organized as following. Section 2 activities related to a (potential) commercial transaction shows the previous literature review on UTAUT2 and some conducted through communication networks that interface with related models. Section 3 shows how to develop the proposed wireless devices”. The technologies of Mobile commerce are research model. The details the research methodology is currently in infancy stage and getting great attention so far. It shown in section 5, while the findings are displayed and helps to raise the role of customers, partners and employees. reported in Section 6. Section 7 concludes the study. Section 8 For instance, customers can use mobile commerce discusses both the limitations and future research,. applications in performing banking transactions (balance checking, money transfer, bill payments), selling and buying 2 LITERATURE REVIEW information, services, and products at any time anywhere [5, Academicians and scholars were conducted several studies to 6]. In Jordan as a developing country the perceptions are high, clarify the critical evolution of mobile commerce adoption and given the diffusion rate of smartphones users is increased and potential factors that have impact on intention to use, attitude the Internet is easy to access [7]. In this regard, at the end of and usage [9]. Given the literature review, the researcher 2018 the rate of mobile phone owners in Jordan reached 9 noted five theories or models that have been commonly million, which represents 88.59% of the population, while the utilized in IS research: the oldest of these models is total number of Internet subscribers in Jordan has exceeded "Technology Acceptance Model" (TAM) [10], in 2000 TAM was 9.4 million, which represents 93% of the population [8]. Extended to "TAM2" [11], It was until 2003 when the major Accordingly, companies in Jordan need to benefit from any update was made to produce "Unified Theory of Acceptance new innovation in their commercial plans such as mobile and Use of Technology" (UTAUT) [12], the second version of commerce to achieve millions of dollars on their investments. "Unified Theory of Acceptance and Use of Technology2" (UTAUT2) was released in 2012 [13], the fifth model was ———————————————— "Innovations Diffusion of Theory" (IDT) [14].This study 1. Natheer Gharaibeh is currently Associate professor at Taiba selected UTAUT2 as a baseline theory for two main reasons: University, Saudi Arabia, PH-009665800448838. E-mail: First, UTAUT2 shed light on customer case while IDT and [email protected] 2. Malik Khlaif Gharaibeh is PhD graduate from Universiti Sains UTAUT are more appropriate for employee case [14]. Second, Malaysia, Malaysia, PH-00962779919484. E-mail: UTAUT2 made an improvement in the variance explained in [email protected] technology usage, in UTAUT it was 40% to 52%, whereas in 3. Omar Gharaibeh is currently Associate professor at Al al-Bayt UTAUT2 it was from 56% to 74% [13] In summary, as mobile University, Jordan. E-mail: [email protected] 4. Wafa Bdour is lecturer at Taiba University and Balqa Applied commerce has unique characteristics, using UTAUT2 alone to University, Jordan. E-mail: [email protected] 3826 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616 examine the intention to use may not be adequate. There is still a need to uncover new factors that may be helpful in deriving the role of other factors that have impact on customers’ intention to adopt and use of mobile commerce. Therefore, the current study extended UTAUT2 by adding social media as new variable.

2.1 Mobile Commerce Mobile Commerce is also known as M-Commerce. Which is “any electronic commerce that is done in a wireless environment or it is any transaction with a monetary value that Fig. 1. Research Model. is conducted via a mobile tele-communication network” [15]. It can be done via the internet most the time, private communication lines, smart cards or other. Also it is a natural Note: SM Social media, PE Performance expectancy, EE Effort expectancy, SI Social influence, FC Facilitating conditions, HM extension of electronic business. M-commerce provides new Hedonic motivation, PV Price value, HA Habit, and IN Intention services to current customers and attracts new ones. to use. According to Thakur & Srivastava [4], mobile commerce is “all activities related to a (potential) commercial transaction conducted through communication networks that interface with wireless devices”.M-Commerce holds a lot of promising opportunities for companies and investors, because it is 3.1 Social Media considered that Smartphones are a disruptive technology [3], Recently, organizations have begun using social media to Mobile commerce services gain more popularity after 2000. obtain a competitive advantage. It enables open But Since the launch of the iPhone in 2007 [16], which was communication, which help in knowing and understanding specifically tipping point for Smartphones and generally to M- customers' needs and as a result make them motivated to Commerce, because it has moved away from SMS systems interact in efficient way to those needs [17, 18]. Social media and into actual applications. More recently, many companies applications in these days have become important for people use mobile commerce by applying several new mobile and is considered more effective to change their technologies such as barcode scanning, push notifications, communications to the virtual channels (i.e. Facebook, wireless networking. and location-based services. All of these Instagram, Twitter and LinkedIn). It supposed this will affect in technologies and touchpoints improved the customer positive way on customers attitudes and behavior to all types experience of shopping in different kinds of stores. of social media [19, 20]. Therefore, social media is mainly From the previous paragraph it becomes clear the importance seen as one of the most important factors that affects the of exploring Intention of the customers to use mobile organizations marketing strategies; especially in respect to commerce, which is the main issue of this paper, as shown in the functions of customers’ involvement, customer the previous two sections by Integrating UTAUT2 with Social relationship management and communication [21, 22]. In other Media, the next section will discuss the proposed framework. words, social media has the ability to show the textual, visual, and verbal posted content or utilizing a blend of these three ways as a result attaching customer smore with the 3 RESEARCH FRAMEWORK AND organizations' brand [23]. Hence, it is normal to anticipate that: HYPOTHESES H1: Social media positively affect intention to use mobile After screening the main theories and reviewing previous commerce. researches conducted on new technology adoption, such as mobile commerce, a framework was developed, which 3.2 Performance Expectancy includes the variables that are required to influenced mobile It was defined by Venkatesh [12] as the extent to which using commerce adoption by customers in Jordan. The framework a device or application will offer advantages to a customer in consists of eight factors, which represent the independent doing specific activities. Customers seem to be more variables. These factors include social media, performance Customers appear to be all the more strongly inspired to expectancy, effort expectancy, social influence, facilitating accept and use new technology in the event that they notice conditions, hedonic motivation, price value and habit as that this innovation is increasingly advantageous in their day illustrated in figure 1 below. by day life [10]. Numerous empirical investigations have demonstrated this construct to have the biggest impact on intention to use [24]. Furthermore, based on UTAUT2, (Arenas, Peral, & Ramón [25] determined that PE essentially impact the consistent use of internet banking. Performance expectancy broadens the idea of "perceived usefulness" (PU) from the original "Technology Acceptance Model" and relative advantage from the "Innovation Diffusion Theory". Using performance expectancy with regards to mobile shopping applications alludes to how clients see the 3827 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616 focal points they get by utilizing such application which factors of social pressures or subjective norms still happen in empower them to perform diverse web based shopping tasks this situation. Furthermore, Lu, Yao, & Yu [36] mentioned that [2]. In the TAM, perceived usefulness was seen as a social influences may also assist to shape an individual’s noteworthy factor of intention to use mobile shopping [26] and perception of users self-confidence or having a skill to use a the intention to use mobile banking [27]. Furthermore, system very well. Following the above rationale for an effect of performance Expectancy was found to display significant social influence on intention to use mobile commerce, the positive impact on the intention to use mobile commerce [28] . following hypothesis is thus suggested: Based on given literature, performance expectancy is hoped to H4: Social influence have a positive effect on an individual’s increase the motivation of the customers intention to employ intention to use mobile commerce. mobile commerce as follows: 3.5 Facilitating Conditions H2: Performance expectancy positively impact the customer’s They was defined by Venkatesh et al., [12] as "the extent to intention to adopt mobile commerce. which an individual accepts that an organizational and technical foundation exists to help in the adopting of the 3.3 Effort Expectancy system”. In fact, using online channels require certain skills, It was defined by Venkatesh et al., [12] as “the degree of ease resources, and technical infrastructure so that customers can associated with the use of the system” . This construct is connect to wireless internet and use such service [37]. related to "perceived ease of use" that is applied in the Consequently, users will be more interested to use mobile "Technology Acceptance Model" with items related to commerce if they have a convinced degree of technical technology ease of use and usage complexity The intention of support (for both service and resource) as well as see this customer’s and user's to accept or use a new technology is service as integrated with other technologies they use not only predicted by to what degree the technology is (Mohammadi, 2015). Based on their empirical work Baptista positively valued, yet additionally by to what degree using this and Oliveira [24] found that facilitating conditions have a technology is easy and requires less efforts [10]. Numerous positive impact on intention to use mobile banking services. literature reviews have demonstrated the positive impact of We suppose that positive view of users on encouraging perceived ease of use on the adoption of mobile commerce conditions such as getting help from others and support will [26]. In the starting periods of adoption of new technology result in high level of behavioral intention to adopt and use ease of use is significant and is empirically affirmed to mobile commerce apps. Therefore, we propose the following significantly affect attitudes toward use mobile payments [29]. hypothesis: Moreover, [30] found that ease of use have a positive effect on mobile commerce. H5: Facilitating conditions have a positive effect on an It was found that effort expectancy influences the individual’s intention to use mobile commerce. intentions to use significantly. [31] also concluded this finding in the domain of mobile banking services. This study 3.6 Hedonic Motivation established the following hypothesis: Hedonic motivation was defined by Venkatesh et al., [13] as "the degree of enjoyment/fun that is achieved from using a H3: Effort expectancy have a positive effect on an individual’s technology". In IS research, the hedonic motivation is intention to use mobile commerce. conceptualized as "perceived enjoyment" [38]. In fact, from previewing several studies, it has been profoundly contended 3.4 Social Influence that hedonic motivation have a positive impact in intention to It was defined as “ the degree to which an individual perceives adopt the technology. This impact looks to be more influential that important others believe he or she should use the new in the case of hedonic systems that characterize the high level system” [12]. The perceptions provided by people surrounding of uniqueness and creativity as the case of mobile applications customers (family members and friends) is very important on in Jordan [39]. Baptista and Oliveira [24] found that hedonic affecting customers’ awareness and the intention toward motivation positively affects the intention to use mobile mobile applications [32]. These perceptions also may affect banking services.. It was found that perceived enjoyment is customers rather than their own feelings and beliefs [33], strongly associated with mobile banking usage Amin, Supinah, especially if those surrounded people are important for the last Aris, and Baba [40] . They justify that “mobile phone is viewed [34].There are many advocates about the significance of social as an entertainment gadget to some individuals; therefore influence on intention to use which has been positive. [6] enjoyment can play an essential role in expounding mobile observed that “social influence have positive impact on applications use. ” Thus, it is expected that when a consumer intention to use mobile banking services”.As per Lu [35], the feels that using mobile commerce services can be enjoyable. users of mobile commerce are exposed to the impact of social The higher level of hedonic motivation will increase the interaction between individuals in the bigger environment. The probability to use mobile commerce. Thus, this leads to our users are surrounded by complex social circles surround sixth hypothesis: members i.e. skilled users, colleagues, relatives and friends are all may likely effects on user’s behavioral intention. H6: Hedonic motivation have a positive effect on an Moreover, both opinions and information from some members individual’s intention to use Mobile commerce. would be more important by the user and, therefore, have a stronger influence on their decisions. Therefore, the key 3828 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616

3.7 Price Value services. Since mobile commerce applications are mainly It is defined as “consumers’ cognitive trade-offs between the coordinated into the loyalty procedure of the retailer by utilizing perceived benefits and cost of using various applications” [13]. it to follow remunerates and give motivating forces, we It might incorporate the costs of device and data, and different propose that these motifs will prompt ceaseless use and habit kinds of service charges. In that capacity, use behavior is formation and thus will prompt higher behavioral intention and positively affected by the price value when the advantages got leads to better user behavior. In this manner, we add the from utilizing innovation are seen to be more prominent than following hypothesis: the expense. From a hypothetical perspective, price value pursues from the idea of perceived value [41]. In a Chinese H8: Habit have a positive effect on intention to use mobile study, Liu, Zhao, Chau, & Tang [42] discovered that perceived commerce. value fundamentally impacts intention towards mobile coupon applications. In the general perspectives of mobile commerce, 4 METHODOLOGY perceived value has additionally been accounted for to have a noteworthy beneficial outcome on customer satisfaction and The self-administrated questionnaire was utilized to collect loyalty (Lin and Wang, 2006). In this paper, we propose that if data in this study. The target respondents were individuals in the view of price value when utilizing mobile commerce Amman (capital of Jordan) who have used mobile commerce applications has more prominent advantages contrasted with services. because the study did not have the sampling frame or list of all mobile commerce users we used a convenient TABLE 1 sampling technique, with a non-probability sampling. [45]. A CHARACTERISTICS OF THE STUDY SAMPLE sample size of 500 questionnaires was distributed different cities in Amman. The respondents were composed from different demographics (age, employment and education levels. Along these lines, the results from this paper can be summed up to speak to the entire business in Jordan. Out of the 500 surveys appropriated, 470 were finished and returned, representing a response rate of 94 percent. This paper utilized back translation method to change over the survey into the Arabic language as it is the official language of the respondents [46]. Back translation is a useful method to translate different instruments, such as questionnaires, surveys, and documents. Supposedly, the instrument should be translated three times in order to provide more quality to it and to cover all aspects of the original document [47]A pre-test was employed which included 3 academic experts who have good experience and knowledge in the areas of computer science and management information system to ensure the survey’s items sequences, format and wording issues. Comments and notes were gathered and requested to improve the general structure and increment comprehension of the survey items. A total of 34 items for 9 dimensions were adapted from previous empirical studies, in order to assure

content validity of the measurements, (Venkatesh et al., 2012). the monetary cost (e.g., mobile internet charges or device cost The target audience of the survey were measured by Likert ), clients are bound to download and utilize m-commerce scaling, in which each item is scored on a categorical scale of applications. The study recommended the following five points, ranging from less to more ( strongly disagree, hypotheses : disagree, undecided, agree, strongly agree), these categories scored values from one to five.The survey questionnaires H7: Price value have a positive impact on an individual’s were distributed in public places, such as markets, clubs, bus intention to use mobile commerce. stops, and cafes. The data were collected in twelve weeks between February and May 2019. Data were subsequently 3.8 Habit analyzed using the SPSS. It is characterized as "the degree to which individuals will in general perform activities naturally in light of learning" [43]. 5 RESULTS Habit or Habitual use mirrors the numerous consequences of The following Table 1 provides a general overview of the previous practices and experience [13] and the consistency of respondents in terms of demographic information. The sample past conduct is viewed as one of the central causes of present composed of males (62.6%) and females (37.4%). The age behavior [44]. habitual use have been inspected in a cross- distribution presents that about half of the respondents national context. it has been found in numerous studies that (51.3%) aged 20 to 35. While only 3.8% of the first age group habit influence intention and use behavior fundamentally (Hew, was 20 or younger than 20 years old. For the education level, Lee, Ooi, & Wei 2015).Further, Kim (2012) proposed that habit as shown in Table 6.1, about 64.9% have a bachelor’s degree essentially impacted the real utilization of mobile data and 1.1% have a doctoral degree. For familiarity with mobile 3829 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616 applications, the findings showed that 47.2% were classified TABLE 3 as very good in the use of mobile applications. In respect to CRONBACH'S ALPHA RELIABILTY RESULTS internet usage frequency, the findings revealed that 50.9%

TABLE 2 REGRESSION ANALYSIS OF THE RESEARCH MODEL

TABLE 4 PEARSON CORRELATION FOR CONSTRUCTS

TABLE 3 CHARACTERISTICS OF THE STUDY SAMPLE

To answer the research questions and related hypotheses, linear regression tests were conducted. Results are shown in Tables 4. The model explained 42.7% of the variance in IU (adjusted R2 = 0.417, p<0.001), with 7 major variables contributing to the variance explanation: SM (B = 0.128, browsed the internet for more than three hours each day. The p<0.01), PE (B= 0.238, p < 0.001), EE (B=0.198, p < 0.001), findings also showed that only 6.2% accessed it less than one SI (B=-0.082, p < 0.05), FC (B=0.208, p < 0.001), HM hour daily. (B=0.112, p < 0.01), HA (B=0.202, p < 0.001). It means that 7 Cronbach’s alpha was used to test the reliability of the hypotheses were accepted. In contrast, this study find that PV instrument for all variables. The findings showed that nine have not significant relationship with IU (B=0.065, p ˃ 0.05) values were at acceptable levels (>0.6). Table 2 demonstrates the values of Cronbach’s alpha, where the highest value were for hedonic motivation. This means that instrument of study 6 CONTRIBUTION was tested with acceptable validity. In an emerging market as that of Jordan., this research has theoretical consequences from the view that it proposes that Besides that, bivariate correlations were used to check the UTAUT2 model can suitably clarify the intention to adopt relationships between the variables; findings revealed mobile commerce by incorporating social media into the significant correlations for 9 relationships (p< 0.01) and (p< baseline model. The predictive ability of UTAUT2 is solid and 0.05). A strong correlation is supported between all variables, holds useful for Jordanian setting.This study also offers except 3 relationships were not significant which include HM guidelines for applications developers in Jordan. As proposed and PE, PV and EE, and PV and HM. Table 3 depicts the cor- by the findings, the strongest impact on the intention to use relation matrix discussed. mobile commerce is found in the factor of performance expectancy. Therefore, marketers and application developers must focus on delivering newest and better services on their commerce applications. Effort expectancy was found to have a

3830 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616 significant impact with the intention to use mobile commerce. research with other sampling like Quota or random. Further, Hence, application developers are urged in developing the the study didn’t go deeply in mobile application development, interface to be easy to use and convenient. They should which have interesting technical issues like native application design the commerce apps simple so that consumers can find or HTM Web applications, this is due to clients of mobile goods and services and order it easily. Using native language applications are still low in Jordan, this makes such studies in interface will increases the usability of the application and its costlier and difficult to conduct. in order to do so the translation usage by users [48]. Since hedonic motivation positively process of this instrument needs for more research to validate affects intention to use m-commerce, application developers the study instrument by enhancing its reliability and readability. should make their applications enjoyable for customers with interactive features in order engage them and improve the REFERENCES overall commerce experience. Even if commerce using m- devices is considered as a personal activity and not as a [1] Statista. Number of smartphone users in the United social activity. This finding reveals that customers will consider States from 2010 to 2023 (in millions)*. 2017; adopting mobile commerce based on opinions provided by Available from: their important and surrounding people, such as skilled users, https://www.statista.com/statistics/201182/forecast-of- colleagues, friends, and relatives. Therefore, these opinions smartphone-users-in-the-us/. and information from specific members would be more [2] Chopdar, P.K., et al., Mobile shopping apps adoption important by the user and have a stronger influence on their and perceived risks: A cross-country perspective decisions.This study discovered that integrating social media utilizing the Unified Theory of Acceptance and Use of platforms with apps and using different and popular social Technology. Computers in Human Behavior, 2018. 86: media sites like YouTube, Facebook, Twitter to increase social sharing and for promoting this service. For facilitating p. 109-128. conditions, demographic profiles of the respondents had [3] Chhonker, M.S., D. Verma, and A.K. Kar, Review of indicated most of the customers to be familiar with mobile technology adoption frameworks in mobile commerce. applications. Therefore, they had been aware of the benefits Procedia Computer Science: Information Technology from using mobile commerce. It appears that the inclination of and Quantitative Management, 2017. 122: p. 888- using mobile commerce is affected by the way the customers 895. perceive their knowledge in using the service via smartphones [4] Thakur, R. and M. Srivastava, Customer usage as well as the helpfulness in providing assistance. In fact, it intention of mobile commerce in India: an empirical has been shown that consumers are more likely to adopt study. Journal of Indian Business Research, 2013. mobile commerce if financial institutions had put the interests 5(1): p. 52-72. of the customer at the heart of their operations. Regarding price value, online companies should, due to its impact on [5] Jaradat, M.-I.R.M. and M.S. Al Rababaa, Assessing behavior intention, remove doubts about there being a higher key factor that influence on the acceptance of mobile price, charge or commissions for using mobile commerce. commerce based on modified UTAUT. International They should focus cost savings. On the contrary, they should Journal of Business and Management, 2013. 8(23): p. adopt the idea of app usage being free, as well as keeping 102-112. better conditions for online users whenever possible. Habit [6] Gharaibeh, M.K. and M.R.M. Arshad, Determinants of was found to be significant factor which affect intention to use, intention to use mobile banking in the North of Jordan: To raise customer habitual use, the resistance of customers to extending UTAUT2 with mass media and trust. a change in way of accessing mobile commerce can be Journal of Engineering and Applied Sciences, 2018. achieved by eliminating the perceived risk in the selling 13(8): p. 2023-2033. process. [7] Moh'd Al-Dwairi, R., L.M. Al-Shraideh, and E.A. Abu- Shanab, Mobile Commerce Adoption From 7 CONCLUSION Consumers Perspective: The Case of Jordan. This study aimed at extending the UTAUT2 by including social International Journal of Information Systems and media to investigate the intentions to use mobile commerce, a Social Change 2018. 9(2): p. 12-27. linear regression was performed. Results indicated that all [8] The Jordan Times, Jordan’s mobile subscribers variables except price value were significant predictors of surpass 9m mark. 2019. intention to use. Based on that, H1, H2, H3, H4, H5, H6 and [9] Zhang, L., J. Zhu, and Q. Liu, A meta-analysis of H8 were supported, but H7 was not supported. This research mobile commerce adoption and the moderating effect suggests for future research the need to replicate the of culture. Computers in human behavior, 2012. 28(5): traditional UTAUT2 when studying technology e.g., mobile p. 1902-1911. commerce. The results from this study will be useful for marketers and mobile commerce apps developers in making [10] Davis, F.D., Perceived usefulness, perceived ease of marketing strategies. use, and user acceptance of information technology. MIS quarterly, 1989. 13(3): p. 319-340. [11] Venkatesh, V. and F.D. Davis, A theoretical extension 8 LIMITATIONS AND FUTURE RESEARCH of the technology acceptance model: Four longitudinal This study failed to support the impact of price value, more field studies. Management Science, 2000. 46(2): p. research is required in this domain. The limitations of this work 186-204. (using a convenient sample technique) requires for more [12] Venkatesh, V., et al., User acceptance of information

technology: Toward a unified view. MIS quarterly, [29] Schierz, P.G., O. Schilke, and B.W. Wirtz, 2003. 8(4): p. 425-478. Understanding consumer acceptance of mobile [13] Venkatesh, V., J.Y. Thong, and X. Xu, Consumer payment services: An empirical analysis. Electronic acceptance and use of information technology: commerce research and applications, 2010. 9(3): p. extending the unified theory of acceptance and use of 209-216. technology. MIS quarterly, 2012. 36(1): p. 175-178. [30] Chan, F.T. and A. Yee-Loong Chong, Analysis of the [14] Rogers, E.M., Diffusion of innovations (5th ed). 2003, determinants of consumers'm-commerce usage New York: Free Press. activities. Online Information Review, 2013. 37(3): p. [15] Müller-Veerse, F., Mobile Commerce Report. 443-461. Durlacher Research Ltd. 1999. [31] Gharaibeh, M.K., M.R.M. Arshad, and N.K. Gharaibh, [16] Laudon, K.C. and C.G. Traver, E-commerce: Using the UTAUT2 Model to Determine Factors business, technology, society. 2016. Affecting Adoption of Mobile Banking Services: A [17] Parveen, F., N.I. Jaafar, and S. Ainin, Social media’s Qualitative Approach. International Journal of impact on organizational performance and Interactive Mobile Technologies, 2018. 12(4): p. 123- entrepreneurial orientation in organizations. 134. Management Decision, 2016. 54(9): p. 2208-2234. [32] Deb, M. and E. Lomo-David, An empirical [18] Tajudeen, F.P., N.I. Jaafar, and S. Ainin, examination of customers’ adoption of m-banking in Understanding the impact of social media usage India. Marketing Intelligence & Planning, 2014. 32(4): among organizations. Information & Management, p. 475-494. 2018. 55(3): p. 308-321. [33] Mashhour, A.S. and Z. Saleh, Community Perception [19] Rathore, A.K., P.V. Ilavarasan, and Y.K. Dwivedi, of the Security and Acceptance of Mobile Banking Social media content and product co-creation: an Services in Bahrain: An Empirical Study. International emerging paradigm. Journal of Enterprise Information Journal of Advanced Computer Science and Management, 2016. 29(1): p. 7-18. Applications, 2015. 6(9): p. 46-54. [20] Zhu, Y.-Q. and H.-G. Chen, Social media and human [34] Malaquias, R.F. and Y. Hwang, An empirical study on need satisfaction: Implications for social media trust in mobile banking: A developing country marketing. Business horizons, 2015. 58(3): p. 335- perspective. Computers in Human Behavior, 2016. 345. 54: p. 453-461. [21] Filo, K., D. Lock, and A. Karg, Sport and social media [35] Lu, J., Are personal innovativeness and social research: A review. Sport management review, 2015. influence critical to continue with mobile commerce? 18(2): p. 166-181. Internet Research, 2014. 24(2): p. 134-159. [22] Saxena, A. and U. Khanna, Advertising on social [36] Lu, J., J.E. Yao, and C.-S. Yu, Personal network sites: A structural equation modelling innovativeness, social influences and adoption of approach. Vision, 2013. 17(1): p. 17-25. wireless Internet services via mobile technology. The [23] Okazaki, S. and C.R. Taylor, Social media and Journal of Strategic Information Systems, 2005. 14(3): international advertising: theoretical challenges and p. 245-268. future directions. International marketing review, [37] Mazhar, F., et al., An investigation of factors affecting 2013. 30(1): p. 56-71. usage and adoption of internet & mobile banking in [24] Baptista, G. and T. Oliveira, Understanding mobile Pakistan. International Journal of Accounting and banking: The unified theory of acceptance and use of Financial Reporting, 2014. 4(2): p. 478. technology combined with cultural moderators. [38] Hans, V.d.H., User acceptance of hedonic information Computers in Human Behavior, 2015. 50: p. 418-430. systems. MIS quarterly, 2004. 28(4): p. 695-704. [25] Arenas, G.J., P.B. Peral, and J.M. Ramón, Elderly and [39] Alalwan, A.A., Y.K. Dwivedi, and N.P. Rana, Factors internet banking: An application of UTAUT2. Journal influencing adoption of mobile banking by Jordanian of Internet Banking and Commerce, 2015. 20(1): p. 1- bank customers: Extending UTAUT2 with trust. 23. International Journal of Information Management, [26] Natarajan, T., S.A. Balasubramanian, and D.L. 2017. 37(3): p. 99-110. Kasilingam, Understanding the intention to use mobile [40] Amin, H., et al., Receptiveness of mobile banking by shopping applications and its influence on price Malaysian local customers in Sabah: an empirical sensitivity. Journal of Retailing and Consumer investigation. Journal of Internet Banking and Services, 2017. 37: p. 8-22. Commerce, 2012. 17(1): p. 1-12. [27] Yuan, S., et al., An investigation of users’ continuance [41] Zeithaml, V.A., Consumer perceptions of price, intention towards mobile banking in China. quality, and value: a means-end model and synthesis Information Development, 2016. 32(1): p. 20-34. of evidence. Journal of marketing, 1988. 52(3): p. 2- [28] Shaw, N. and K. Sergueeva, The non-monetary 22. benefits of mobile commerce: Extending UTAUT2 with [42] Liu, F., et al., Roles of perceived value and individual perceived value. International Journal of Information differences in the acceptance of mobile coupon Management, 2019. 45: p. 44-55. applications. Internet Research, 2015. 25(3): p. 471- 3832 IJSTR©2020 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 03, MARCH 2020 ISSN 2277-8616

495. [43] Limayem, M., S.G. Hirt, and C.M. Cheung, How habit limits the predictive power of intention: The case of information systems continuance. MIS quarterly, 2007. 31(4): p. 705-738. [44] Ajzen, I., Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of applied social psychology, 2002. 32(4): p. 665-683. [45] Hair, J.J.F., et al., Essentials of business research methods, ed. S. Edition. 2015, London and New York: Routledge. [46] Brislin, R.W., Comparative research methodology: Cross-cultural studies. International journal of psychology, 1976. 11(3): p. 215-229. [47] Ozolins, U. Issues of back translation methodology in medical translations. in Proceedings of FIT [International Federation of Translators] XVIII Congress. 2008. Shanghai. [48] Gharaibeh, M.K. and M.R. Arshad, the Impact of Demographic Factors and Visual Aesthetics of Mobile Application Interface on Intention to Use Mobile Banking in Jordan. Journal of Theoretical & Applied Information Technology, 2018. 96(4): p. 937-945.