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Exploring Factors Affecting Mobile Services Adoption by Young Consumers in Cameroon

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Trends and Advances in Information Systems and Technologies (WorldCIST'18 2018)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 746))

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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.

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Author information

Authors and Affiliations

  1. Université Catholique d’Afrique Centrale, FSSG, GRIAGES, Yaounde, Cameroun

    Frank Wilson Ntsafack & Jean Robert Kala Kamdjoug

  2. Toulouse Business School, France, Université Fédérale de Toulouse Midi-Pyrénées, 20 Boulevard Lascrosses, 31068, Toulouse, France

    Samuel Fosso Wamba

Authors
  1. Frank Wilson Ntsafack
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  2. Jean Robert Kala Kamdjoug
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  3. Samuel Fosso Wamba
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Corresponding author

Correspondence to Jean Robert Kala Kamdjoug .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, Ohio, USA

    Hojjat Adeli

  3. DSI/EEUM, Universidade do Minho, Guimarães, Portugal

    Luís Paulo Reis

  4. DIMES, Universita della Calabria, Arcavacata di Rende, Italy

    Sandra Costanzo

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Ntsafack, F.W., Kamdjoug, J.R.K., Wamba, S.F. (2018). Exploring Factors Affecting Mobile Services Adoption by Young Consumers in Cameroon. In: Rocha, Á., Adeli, H., Reis, L., Costanzo, S. (eds) Trends and Advances in Information Systems and Technologies. WorldCIST'18 2018. Advances in Intelligent Systems and Computing, vol 746. Springer, Cham. https://doi.org/10.1007/978-3-319-77712-2_5

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  • DOI: https://doi.org/10.1007/978-3-319-77712-2_5

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  • Publisher Name: Springer, Cham

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  • Online ISBN: 978-3-319-77712-2

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