Exploring Factors Affecting the Mobile Commerce Adoption Among University Students in Malaysia

Objective – The purpose of this study is to present a conceptual framework for implementing mobile commerce utilising the TAM model and the application of Individual-Collectivism at the Individual Level (ICAIL) as a moderating variable in the context of mobile commerce in Malaysia. Methodology – The data for this study were collected from 550 randomly selected students from four Malaysian institutions using a self-administered questionnaire. Findings – The study found that images significantly correlate with the perceived usefulness variable. In contrast, the relationships between subjective norm, output quality, and outcome demonstrability are not significant, and anxiety has a weak relationship with perceived ease of use, playfulness, perception of external control, and self-efficacy indicates significant relationships. Novelty – Subjective norm is related to the image in a substantial way, whereas perceived utility does not affect behaviour. Furthermore, no significant link was found between the moderating variable, ICAIL, and perceived utility, perceived ease of use, subjective norm, or behavioural intention. This study investigated mobile commerce and the use of the ICAIL, which provides information progress for mobile commerce enterprises, service providers, financial institutions, and governments. Type of Paper: Empirical JEL Classification: F1, F10, F19. Keywords: M-commerce; Technology Acceptance Model; Individual-Collectivism at Individual level; Perceived Ease of Use; Perceived Usefulness Reference to this paper should be made as follows: Rahman, N.L.A; Azizan, F.L; Hassan, S; Ibrahim, D. (2022). Exploring Factors Affecting the Mobile Commerce Adoption Among University Students in Malaysia, J. Bus. Econ. Review, 7(3), 160–168. https://doi.org/10.35609/jber.2022.7.3(1)