Optimizing Mobile Commerce to Improve Small and Medium Enterprises Markets

Abstract

Mobile commerce (m-commerce) enables  individuals and organizations to buy and sell  products on the internet. Despite the growth of m commerce in developed countries, research  studies indicate that Small and Medium  Enterprises (SMEs) in developing countries are  still far behind in adopting m-commerce. The  theory of Diffusion of Innovation (DOI) was  adopted to underpin the study. A quantitative  approach was used in this study. The researcher  collected data from a random sample of 150 SMEs  in South Africa, in the Limpopo province. The  study used structural equation modeling (SEM) to  analyze data. In this study, the results of SEM  indicate that trialability is the most significant  factor in predicting the adoption of m-commerce  in South African SMEs. Furthermore, the findings  of this study also show that relative advantage,  compatibility, complexity, observability and  owner/manager characteristics are not significant  in predicting the adoption of m-commerce in  South African SMEs. 

https://doi.org/10.59200/ICONIC.2022.018