An Empirical Investigation of the Role of Mobile Information Literacy in the Acceptance of Mobile Social Commerce
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The rapid growth of smart mobile devices and enhanced utilization of social media platforms encourage people to use them for commercial purposes. This study explores individual intention towards mobile social commerce and actual use behavior. In the context of mobile social commerce, a modified UTAUT model which integrates location-based service, mobility, ubiquity and mobile information literacy, is developed and validated. Data was collected from 425 respondents, conveniently available, from South Korea and structural equation modeling using smart PLS was applied. Results revealed that performance expectancy, facilitating conditions, location base service and mobility play significant role in formulating individual behavioral intention. This study also reveals that performance and effort expectancy are influenced by mobile information literacy. Hence, this study is useful for mobile social commercial users because it provides evidence for the factors influencing behavioral intention and consequently use behavior. Conclusively, this study has various theoretical and practical applications.
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