Mobile commerce usage activities: The roles of demographic and motivation variables

This research examines the relationships between demographic and motivation variables with m-commerce usage activities. Data was collected from 517 Chinese respondents, and hierarchical regression analysis was employed to test the research model. The results showed that age and educational level have significant relationships with m-commerce usage activities. However, these relationships vary between content delivery, transactions, location-based services, and entertainment activities. Intrinsic and extrinsic motivation are both important variables in determining m-commerce usage activities. The results from this study will be useful for m-commerce companies in formulating appropriate marketing strategies, as well as developing applications that will attract more users.

► The determinants of M-commerce usage activates were examined in this research.
► Hierarchical regression analysis was employed to examine the research model.
► This study extended previous studies by examining m-commerce usage activity adoption.
► Firms can develop strategies to improve m-commerce adoption based on findings.