Explaining the UTAUT Model to Understand Individuals' Attitude to Adopt M-Commerce Applications in Developing Countries like Pakistan

Abstract

M-commerce and E-commerce are gaining widespread acceptance among consumers and business communities alike in the shape of online buying and selling products and services interactions in developing countries like Pakistan. Purpose: This study intends to utilize the UTAUT model to investigate the factors influencing individuals' attitudes to adopt M-commerce application and understand the individuals' perceptions and expectations regarding M-commerce usage. Methodology: The research model and suggested hypotheses were addressed using a quantitative approach to achieve the research objective. Data was gathered total of 196 respondents from individuals especially those who spend time and money on M-commerce applications in developing countries like Pakistan was examined using the PLS-SEM approach. Findings: This research found that all significant predictors influence the individuals' attitude toward M-commerce adoption, and the study concluded using PLS-SEM techniques that all the constructs have a greater impact. This research study can help IT experts and online business stakeholders decide on implementing the M-commerce application successfully in Pakistan.