Gender, culture and determinants of behavioural intents to adopt mobile commerce among the Y Generation in transition economies: evidence from Kazakhstan

Kim‐Choy Chung

2013

Data confidence 70 medium

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Abstract

This study investigates perceived risk and trust in relationship to the Diffusion of Innovation Theory [Rogers, E.M., 1962. Diffusion of innovations. Glencoe, IL: The Free Press; 1983. Diffusion of innovations. 3rd ed. New York: The Free Press] from a cultural perspective to understand the determinants of behavioural intent to adopt mobile commerce among the Y Generation in Kazakhstan. Surveys from 345 university-level students and subsequent structural equation modelling revealed perceived risk, trustworthiness and Rogers’ five innovation characteristics are important determinants. Perceived risk and trustworthiness are important determinants because of the high uncertainty avoidance characteristics of the Kazakh society. This study advances theory regarding culture- and generation-based characteristics to transition economies by verifying theoretical proposition regarding the behavioural intent towards mobile commerce adoption, resulting in a greater understanding of mobile commerce adoption among the Y Generation in transition economies. Marketing implications are discussed.