Factors influencing m-commerce adoption in Kota Kinabalu

The purpose of this research is to examine the relationship between perceived usefulness, perceived ease of use, perceived self-efficacy, perceived trust with intention to adopt mobile commerce (m-commerce) in Kota Kinabalu. Due to the postage fee from Peninsular Malaysia to East Malaysia is quite expensive, the researchers would like to determine how high the intention of citizens in Kota Kinabalu adopt the m-commerce for online purchasing or selling. The researcher evaluated consumer behavioral intentions and the adoption of m-commerce in Kota Kinabalu using the Technology Acceptance Model (TAM) to meet the study's goals. This research used non-probability sampling which is convenience sampling and Statistical Package for Social Sciences (SPSS) to analyze the data. The online survey was to be spread among residents in Kota Kinabalu and 384 respondents as its sample size. The findings of this research manifest that all of the hypotheses have a high statistical significance and through the positive results display the relationship between dependent and independent variables are positive and very strong. In conclusion, this study will contribute to researchers, firms, retailers, or government to understand consumer behaviour and intensify the m-commerce market in the future.