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Exploring Factors Affecting Mobile Services Adoption by Young Consumers in Cameroon

  • Frank Wilson Ntsafack
  • Jean Robert Kala Kamdjoug
  • Samuel Fosso Wamba
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 746)

Abstract

With the advancement of mobile devices and sophisticated mobile data transmission technologies nurtured by telecommunication providers of 4G services, m-commerce has become an important platform for easier consumer interactions. It’s in this light that researchers have been paying much attention to how businesses, can reach specific consumer segments such as teens and young adults. This research aims to investigate factors predicting the consumer’s intention to adopt m-commerce in Cameroon, but also the moderating effects of demographic variables on such prediction. Data were collected from 262 Cameroonian respondents aged less than 45, as the category of unconditional IT users in Cameroon. A quantitative approach based on the PLS-SEM algorithm was used. Results showed no significant moderating effect of age and gender for the hypothesis: Behavioural intention positively influences consumer intention to adopt m-commerce. Findings are expected to help companies dealing with m-commerce to better formulate marketing strategies to attract more users.

Keywords

m-commerce Consumer intention Demographic variables UTAUT TAM Factors of adoption Cameroon 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Frank Wilson Ntsafack
    • 1
  • Jean Robert Kala Kamdjoug
    • 1
  • Samuel Fosso Wamba
    • 2
  1. 1.Université Catholique d’Afrique Centrale, FSSG, GRIAGESYaoundeCameroun
  2. 2.Toulouse Business School, FranceUniversité Fédérale de Toulouse Midi-PyrénéesToulouseFrance

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