Extended UTAUT model of mobile commerce: an empirical study of negative user acceptance behaviours of mobile commerce in Hong Kong

With the introduction of the iPhone in 2007, the modern smart phone significantly differs from the traditional definition and understanding of smart phones. With redefined networking, hardware and software capacities, modern smart phones are internet-enabled, location-aware, with a finger-friendly multi-touch interface, large screen size supporting a huge range of colours, multi-gigabytes storage, and much more. Previous mobile commerce studies based on primitive WAP (Wireless Application Protocol) technology are no longer relevant to the new configuration of smart phones. -- With the introduction of the iPhone App Store in mid 2008, iPhone users are able to browse, download and install applications for games, personal applications and mobile commerce. However, the utilization rate of mobile commerce has been below the smart phone adoption rate, despite significant progress. The current literature is not sufficient to explain the new paradigm of mobile commerce using modern smart phones. New research and analysis are required. -- This research seeks to validate an extended model of technology acceptance for new information systems in the context of mobile commerce with respect to the influence of advanced smart phones. It extends the comprehensive Unified Theory of Acceptance and Use of Technology (UTAUT) model with an added construct of disturbance concerns. It is the only construct demonstrating a negative influence on the technology acceptance models that can explain the reasons for the poor user acceptance of mobile commerce. The proposed model brings together extant research on mobile commerce with the constructs of both positive and negative influence on behavioural intention. -- The study of mobile commerce is characteristically different from general information systems research because the target users are individuals rather than corporate users. Their acceptance of mobile commerce is voluntary and for their own benefit. This research complements current technology acceptance models and should be applicable to research relating to other forms of new technology acceptance. It also provides an important cluster of antecedents to eventual technology acceptance models via the proven and comprehensive set of constructs influencing behavioural intention to adopt new technology. The proposed model is practical and valuable to the markets, especially the service providers of mobile commerce systems. The model is useful for them in developing strategy to motivate the rapid acceptance of their mobile commerce services by mobile users.