The adoption of mobile commerce in the United Arab Emirates

Source of Publication

Proceedings of the European and Mediterranean Conference on Information Systems, EMCIS 2008


This study presents an extended technology acceptance model that integrates innovation diffusion theory to investigate what determine user mobile commerce acceptance. This paper models the factors relationships such as perceived usefulness, perceived ease of use, personal innovativeness, subjective norms, behavioral control and intention to adopt mobile commerce. The proposed model was empirically tested using data collected from a survey of mobile commerce consumers. Empirical data from regression analysis reflects users ease of use influence behavioral intention to adopt mobile commerce. The majority of positive relationships between perceived ease of use, subjective norms, behavioral control and intention to adopt are supported by empirical data. Results also reveal that behavioral control and subjective norms influence perceived ease of use which affects then their adoption intention. The paper concludes some important implications for the practitioners.

Document Type

Conference Proceeding



Publication Date


Author First name, Last name, Institution

Tariq Bhatti, Zayed University

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