|
| |
Total Requests 0 Unsatisfied Requests 0
|
|
You searched Library Catalogue - Author: Gan, Sam Sam
|
|
Call Number (WOU)
|
SP CEMBA 2015 7
|
|
Author
|
Woon, Pei Keon
|
|
Title
|
The determinants of m-commerce adoption : a case study of An Asia-based multilevel marketing company / Woon Pei Keon
|
|
Abstract
|
As to remain competitive in tough multilevel marketing industry, an Asia-based MLM company (Company L) decided to capitalise the mobile opportunity to drive profitability and growth. In order to develop an effective m-commerce strategy, this study aimed to determine the factors that affecting the adoption of m-commerce among the company members. Past research frameworks of electronic commerce acceptance were adapted in this study to examine the relationship between four independent variables (Perceived Usefulness, Perceived Ease of Use, Perceived Risk and Perceived Cost) and the dependent variable (Behaviour Intention to adopt m-commerce). The primary data was obtained using participant self-administrative structured questionnaire and a total of 104 respondents were successfully recruited during research period via non-probability convenient sampling method at the company Kuala Lumpur main branch office. The findings revealed that perceived usefulness and perceived ease of use were two crucial predictors for their behavioural intention to use m-commerce while perceived risk and perceived cost were not. These suggest to the company to prioritise their marketing resources in functional and user friendliness aspects in the development of their m-commerce strategy. Generally, all the respondents exhibited a positive level of m-commerce adoption. Therefore, market segmentation according to demographic profiles is not mandatory. Lastly, in view of the importance of m-commerce, suggestions for future research were offered in order to strengthen the understanding of the determinants for an improved m-commerce adoption in Malaysian MLM industry.
|
|
Notes
|
Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
|
|
Publisher/Year
|
Penang : School of Business and Administration, Wawasan Open University, 2015
|
|
Subject
|
Marketing -- Malaysia.
|
|
Subject
|
Marketing industry.
|
|
|