Purpose - Given the proliferation of mobile devices, m-commerce is expected to experience asubstantial growth. However, most m-commerce applications except for a few have failed to meetexpectations. In this study, the authors aim to examine specific factors pertaining to the individualadoption of B2C transactional mobile commerce.
Design/methodology/approach - A comprehensive framework integrating well establishedtheories of technology adoption i.e. the technology acceptance model (TAM) and the theory ofplanned behaviour (TPB) is developed. More specifically, perceived usefulness is re-conceptualizedto enhance the specificity of these theories to mobile commerce. The resulting model is empiricallytested with mobile device users who have not adopted mobile commerce yet.
Findings - The empirical results provide strong support for the integrative approach, shedding lighton the significance and relative importance of specific technological characteristics. The theoreticaland empirical implications of these results are discussed.
Originality/value - The paper demonstrates the need to develop the innovation diffusion theoryand TAM further by including the effects of social influence and individual characteristic variables.Furthermore, the paper also shows the usefulness of accounting for the specificity of the IT artifact ingeneral and m-commerce applications in particular. In this study, the specificity of the IT artifact isaccounted for by decomposing perceived usefulness into specific considerations that are relevant tom-commerce adoption. Such an approach presents a major advantage. Indeed, the significance andmagnitude of the formative measures show which characteristics of m-commerce are adoption drivers.