Mobile commerce adoption: a novel buyer-user-service payer metric

Qi-Ying Su, Carl Adams

Research output: Contribution to journalArticlepeer-review


Existing technology adoption models do not explicitly differentiate between the buyer and user of technology, seemingly assuming that the users and the buyers are the same. This paper reports on an investigation into cell phone/mobile phone use, with samples from China and the UK, the results of which show that the assumption that technology users can be automatically classed as the purchasers, is flawed. Further, there seem to be three distinct stakeholders, the user, the initial purchaser and the service payer and the relation between these stakeholders can be complex. The paper presents a metric that captures six distinct relationships between the user, buyer and service payer which can be used to distinguish between different adoption groups. The paper also presents an enhanced TAM that captures some of the complexity of the user-buyer-service payer relationship in the adoption process for mobile technologies. The metric and enhanced TAM may be applied to other consumable technologies and working environments
Original languageEnglish
Pages (from-to)59-72
Number of pages14
JournalJournal of Electronic Commerce in Organizations
Issue number4
Publication statusPublished - 2009


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