THE ADOPTION OF M-COMMERCE APPLICATIONS: RURAL DWELLERS' PERSPECTIVES

Abstract

In recent years, mobile applications (mobile apps) have gained widespread acceptance. Mobile apps services have effectively encircled most of the human activities, with the purpose of improving the living standard of the entire public. The adoption and diffusion of a mobile app are influenced by its characteristics. This study examines the adoption and diffusion of mobile commerce among the people living in a remote area of South Africa to determine the relationship between the characteristics of innovations and the adopters' attitudes. Through a survey that used diffusion of innovation as the basic framework, the opinions of the participants living in Mbongolwane in the Uthungulu District Municipality in the KwaZulu-Natal province of South Africa were gathered. A total of 120 out of 300 questionnaires distributed, were returned, giving a response rate of 40%. It was found that the perceived attitudes of the rural dwellers are closely related to the characteristic of innovations as well as the adoption of mobile commerce. Also, the findings indicate that though the people are very keen to receive a new technological invention, they are still late adopters. This research work offers a support in improving the adoption and diffusion of mobile apps among the rural inhabitants.