Customer behavior and adoption · Cross-country quantitative study extending TAM and DOI with trust, cost, social influence, variety of services, and controls; hierarchical regression tested the proposed model.
Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia
Alain Yee-Loong Chong, Felix T.S. Chan, Keng-Boon Ooi (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision Support Systems. https://doi.org/10.1016/j.dss.2011.12.001.
Plain-English take
For Malaysian consumers, age, trust, cost, social influence, and variety of services predicted adoption decisions; for Chinese consumers, trust, cost, and social influence predicted adoption. The publisher highlights that traditional TAM variables alone were unable to predict m-commerce adoption and that culture mattered. For your marketing: Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
How much weight to give this
3.5/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Cross-country quantitative study extending TAM and DOI with trust, cost, social influence, variety of services, and controls; hierarchical regression tested the proposed model.
394 consumers: 172 Malaysian consumers and 222 Chinese consumers, in a mobile-commerce adoption context.
Based on the publisher-described design and comparison; see the article for complete analysis.
Publisher record was fetched directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Which factors predict consumer intention to adopt mobile commerce, and do the predictors differ between China and Malaysia's cultural settings?
Design
Cross-country quantitative study extending TAM and DOI with trust, cost, social influence, variety of services, and controls; hierarchical regression tested the proposed model.
Sample and setting
394 consumers: 172 Malaysian consumers and 222 Chinese consumers, in a mobile-commerce adoption context.
Reported result
What the study found
For Malaysian consumers, age, trust, cost, social influence, and variety of services predicted adoption decisions; for Chinese consumers, trust, cost, and social influence predicted adoption. The publisher highlights that traditional TAM variables alone were unable to predict m-commerce adoption and that culture mattered.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Not stated on the publisher article-preview page fetched in this run.
Possible founder application
Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
Evidence access
Publisher abstract/metadata retrieved; consult the linked paper for full methods and tables.
The publisher abstract reports the two samples (172 Malaysian and 222 Chinese consumers), hierarchical regression, the country-specific predictors, and the conclusion that extending TAM/DOI and accounting for cultural factors is necessary. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.