Acceptance of Mobile-Commerce in Hospitality & Tourism Sector

Abstract

This paper aims to analyze how Hospitality and tourism sector are incorporating mobile commerce into their everyday business and how performance expectancy, social influence, subjective norms, age, gender, expertise, and educational level affected the adoption and usage of m-commerce. This study integrates well-established theoretical models to create a new conceptual model that ensures a comprehensive mobile commerce adoption survey. A cross-sectional survey was conducted to measure the constructs and their relations to test the research model. The study’s findings confirmed previous results and produced a new conceptual model for mobile commerce adoption and usage. Performance expectancy, Habit, Social Influence showed significant effects. First of all, mobile commerce service providers should strategically pay critical attention to customer-centered factors that positively affect the adoption of mobile commerce innovations than focusing exclusively on technology-related issues. Hospitality service providers can attract more users if they carefully consider. promoting elements like Habit. Second, mobile commerce service providers should strategically focus more on younger individuals since, per the research findings, they are more likely to adopt mobile commerce innovations than the older folks. Third, service providers should also devise strategies to retain actual users of m-commerce by promoting elements like behavioral intentions and attitude, which according to the research findings, have a higher predictive power on actual usage of m-commerce. The study’s findings suggested that mobile commerce adoption could promote a cashless society that is convenient for making buying things quicker and easier. The research sample size could be increased, and also the study any other country for a broader representation.