Exploring Factors Affecting Mobile Services Adoption by Young Consumers in Cameroon

摘要

With the advancement of mobile devices and sophisticated mobile data transmission technologies nurtured by telecommunication providers of 4G services, m-commerce has become an important platform for easier consumer interactions. It's in this light that researchers have been paying much attention to how businesses, can reach specific consumer segments such as teens and young adults. This research aims to investigate factors predicting the consumer's intention to adopt m-commerce in Cameroon, but also the moderating effects of demographic variables on such prediction. Data were collected from 262 Cameroonian respondents aged less than 45, as the category of unconditional IT users in Cameroon. A quantitative approach based on the PLS-SEM algorithm was used. Results showed no significant moderating effect of age and gender for the hypothesis: Behavioural intention positively influences consumer intention to adopt m-commerce. Findings are expected to help companies dealing with m-commerce to better formulate marketing strategies to attract more users.