User Adoption Of M-Commerce Apps In Pakistan: UTAUT2 Framework Based Analysis

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Muhammad Zohaib Irshad , Dr. Anum Tariq



This study purpose is to identify the factors influencing users’ intention of using m-commerce apps in their smartphones.


A questionnaire was established using available scales in the available literature. 359 valid responses were obtained for statistical analysis from a total of 384 survey participants.


Significant predictors of m-commerce app usage intention included effort expectancy performance expectancy, price value, social influence, facilitating conditions, habit and perceived privacy were found significant predictors of m-commerce apps, except for hedonic motivation, which inversely impacts behavior intention. Usage behavior was largely mediated by usage intention, followed by facilitation conditions.

Practical implications

The study gives app developers vital cues on user expectations from the apps. Oftentimes, developers tend to focus entirely on the material utility of their apps, neglecting every other factor influencing use. One specific implication is that travel app usage behavior is not a hedonistic activity but still tourism is a hedonistic activity.


This is one of the few studies to examine the adoption of smartphone m-commerce apps in an emerging economy context by using extended unified theory of acceptance and use of technology 2 framework with one additional construct.

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