Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Determinants of Intention to Adopt Mobile Commerce by Small Hospitality Firms

Author(s): Olawale Fatoki

The study investigated the determinants of intention to adopt mobile commerce (m-commerce) by small, medium and micro enterprises (SMMEs) in the hospitality sector in South Africa. The study integrated the Diffusion of Innovation Theory (DOI) and the Technology Organisation Environment (TOE) framework to develop a predictive model of intention to adopt m-commerce. The study adopted the quantitative research design and the cross-sectional survey method was used for data collection from the participants. The Partial Least Square Structural Equation Modelling (PLS SEM) was used for data analysis. The findings indicated significant positive relationships between perceived benefits, compatibility, technological readiness, employee capability, customer pressure and top management support and intention to adopt m-commerce. Recommendations included the training of employees and top management support.

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