Factors Influencing the Behavior Intention of Mobile Commerce Service Users: An Exploratory Study in Hong Kong

This study identifies and explores key determinants of the behavior intention of mobile commerce service users in Hong Kong. Findings from 390 respondents to a questionnaire survey indicated that the four key factors influencing users’ intention to use a mobile commerce service are: the attitude of users toward the mobile commerce service, the users’ perceived subjective norm, or the intensity of social and peer group pressure to use a mobile commerce service; the perceived ease of use of the mobile commerce service, and the localization of the mobile commerce service. This study contributes to the body of knowledge in the fields of service marketing, technology adoption, and customer relationship management.