ANALYZING THE FACTORS UNLOCKING MOBILE COMMERCE ADOPTION AMONG WOMEN

Abstract

The objective of this study is to explore the factors that influence the adoption of mobile commerce by female users in Karachi. Systematic sampling is used and data collected through the questionnaire using seven Likert scaled. Three twenty-seven females took part in filling the survey questionnaire. Chronbach's alpha is used to measure the reliability of the instrument. The result shows that Perceived Risk has a negative impact on females’ intentions to adopt mobile commerce. Whereas, perceived cost, perceived usefulness, and perceived ease have positive influence to adopt mobile commerce by female users and they have no issue in understanding it. Findings suggest that researchers can do cross-cultural studies with the same variables and they could also use the sustainability mix model after incorporating it with the same variables to identify the behavior.