Exploring Consumer Attitude on Mobile Commerce - From Aspect of Three Roles of MC Adopters

Firstly, Mobile Commerce Adopters have been classified into three roles as technology user, network member and consumer. Secondly, based on this, this paper investigated whether such three roles have different customer attitudes. Finally, consumer attitude affecting adopt intention for mobile commerce has been verified. As for sample data, 245 questionnaires of college students have been collected randomly who are mobile users. The empirical results suggest that, technology user/network member/consumer and customer attitude are strong determinants of intention to adopt mobile commerce. The study has revealed that customer attitude has a partial mediation effect on the relation between technology user/network member/consumer and intention to adopt mobile commerce. The empirical results provide strong support for the conceptual model, the theoretical and empirical implications of these results are discussed.