Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective

•This study investigates the moderating effects of individualism-collectivism at individual-level and gender differences on the adoption of mobile commerce in Jordan.•The study develops a theoretical framework based on the technology acceptance model 3 (TAM3).•Perceived usefulness and perceived ease of use are important factors in predicting adoption.•Self-efficacy, perceptions of external control, image and output quality are important determinants in predicting perceived usefulness and perceived ease of use.•Individualism-collectivism at individual-level, unlike gender, moderates the adoption of mobile commerce.

This study investigates the adoption of mobile commerce in Jordan. Based on TAM3 theory, the study proposes a theoretical framework, and then examines its perceived usefulness and perceived ease of use to explain the individual’s adoption intentions toward mobile commerce. This study also investigates the moderation role of gender difference and individualism-collectivism measured at individual-level on the adoption of mobile commerce. Data were collected from a 14 private Jordanian universities using a paper-based questionnaire. The analysis involves 425 valid data sets. The empirical findings conclude that perceived usefulness and perceived ease of use are important factors in explaining the individual’s intention to adopt mobile commerce. The findings also demonstrate the impact of self-efficacy and perceptions of external control determinants on the perceptions of ease of use and the impact of image and output quality determinants on the perceptions of usefulness. The results reveal that the moderation role of individualism-collectivism at individual-level values on the adoption of mobile commerce is significant. But the gender does not have any moderation effect on the adoption process. This model explained 41% of the variance in intention to adopt mobile commerce. Implications and recommendations for research and practice are presented and discussed.