Mobile commerce purchase behaviour: The importance of personality traits
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Abstract
The advantages that mobile commerce provides have attracted the attention of companies and consumers. Despite its potential benefits, research on the factors that influence how often it is used and bought is still scarce. This research contributes to a greater knowledge and understanding of the factors that influence how often it is bought in a mobile environment by relating the Technology Acceptance Model (TAM) to personality traits literature. This research is based on a sample of 200 individuals who have mobile devices with Internet access. The technique used to test the hypotheses is path analysis. The results show the indirect effect of the need for material resources and task orientation on the number of purchases in mobile commerce. Furthermore, the results reflect the important mediating role of an impulsive purchasing tendency in the level of purchase frequency.
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