INVESTIGATING MATURITY OF MOBILE COMMERCE ADOPTION: A QUALITATIVE STUDY
Mobile commerce benefits both individuals and businesses. Many studies in the literature have investigated factors that influence the adoption of mobile commerce. However, there is a lack of empirical studies examining an individual’s progression from simple mobile commerce activities such as browsing products to more sophisticated transactional activities such as buying and selling goods and services. In this study, we address this gap by developing a mobile commerce adoption maturity model for investigating mobile commerce progression in individuals. This model is based on multiple theories, such as Diffusion of Innovation (DOI), Technology Acceptance Model (TAM), Social Exchange Theory (SET), and Protection Motivation Theory (PMT). The model was examined using data from semi-structured interviews with 16 individuals who progressed in their mobile usage. This study extends research related to the adoption of mobile commerce by offering new insights on the concept of mobile commerce maturity and the dynamic impact of adoption factors. By empirically investigating the concept of mobile commerce adoption maturity, this study provides new explanations to understand mobile commerce in general and mobile commerce maturity in particular.