The relationship between technology acceptance and frequency of mobile commerce use amongst Generation Y consumers

Abstract

Orientation: The South African mobile commerce industry has realised an exponential growth in the past few years, yet the Generation Y market segment has failed to keep pace with this growth.

Research purpose: To examine the nature of the relationships that exist between technology acceptance and frequency of mobile commerce usage amongst Generation Y consumers.

Motivation for the study: The Generation Y cohort has emerged as an important age-group due to its economic contribution to the economy. It is therefore essential that their attitudes and behaviour continue to receive empirical introspection, particularly since mobile commerce has gathered momentum as an important and arguably, the most popular medium for commercial transactions. In a global space that is technology based, it becomes imperative to investigate the interplay between mobile commerce acceptance dimensions and frequency of use amongst Generation Ys.

Research design, approach and method: A survey was conducted with the aid of a structured self-administered questionnaire with a view to collecting primary data from a sample consisting of 204 Generation Y consumers.

Main findings: There were positive correlations between frequency of use and five mobile commerce acceptance dimensions. Cronbach Alpha values ranged between 0.714 and 0.898, thereby indicating high internal consistency amongst the subscales as well as within the entire survey instrument. Correlation coefficients ranged between 0.164 and 0.677 at both the p < 0.01 and p < 0.05 significance levels (2-tailed test), indicating very high levels of association amongst the subscales. Predictive validity of the five subscales and the variable frequency of use resulted in positive and statistically-significant results that were established at an adjusted R² value of 0.674.

Practical/managerial implications: Marketers and business practitioners are presented with practical insights into dimensions that enhance frequency of use of mobile commerce technology amongst Generation Y consumers. Furthermore, an increased usage of mobile commerce technologies is projected to have a stimulus effect on profitability, sustainability and loyalty of this important market segment.

Contribution/value-add: Frequency of use is a good predictor of Generation Y consumers’ acceptance of mobile commerce as justified by the positive and statistically significant results of this study.