Extended UTAUT2 model on factors influencing of mobile commerce acceptance in Yangon, Myanmar
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2019
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AU-GSB e-JOURNAL 12, 2 (December 2019), 3-18
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Extended UTAUT2 model on factors influencing of mobile commerce acceptance in Yangon, Myanmar
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Abstract
Today, wireless telecommunication is well designed and there is significant
evidence on the critical growth of wireless technologies in developing countries including
Myanmar. However, the usage of mobile services and transactions such as mobile payment,
mobile wallet, electronic business are still low in Myanmar. This research attempts to
investigate the factors influencing Mobile Commerce acceptance in Yangon, Myanmar and
examines the differences in acceptance level among three generation groups (Generation X,
Generation Y and Generation Y). A conceptual framework was developed based on an extended
Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) for M-Commerce, and two
additional variables such as disturbance concerns and perceived trust on behavior intention
on use of M-commerce. A survey data was collected from 405 the respondents who owned the
mobile phone with M-Commerce knowledge in Yangon, Myanmar by using judgmental, quota
and convenience sampling methods. The Simple and Multiple Linear Regression and One-Way
ANOVA were used. Findings indicated that the five independent factors such as performance
expectancy, social influence, facilitating conditions, price/value, habit from technology
acceptance theory positively significantly influence the behavioral intention towards MCommerce acceptance. The two extended variables such as disturbance concerns negatively
significantly, and perceived trust positively significantly influence the behavioral intention
towards M-Commerce acceptance. Among significant factors, habit is the most influencing on
M-Commerce acceptance and Generations such as X and Y are sensitive on trust while using
M-Commerce.
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