Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia

For your marketing

Possible founder application

Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.

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.

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.

Scope and transfer

Limitations to keep in view

Not stated on the publisher article-preview page fetched in this run.

Research sources

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.