Predicting Mobile Commerce Adoption: The SEM-MLP Approach

Abstract

This chapter recognizes and ranks the factors that impact the adoption of mobile commerce (MC) by users. The results showed that compatibility, perceived usefulness (PU), perceived risk (PR), mobility, and perceived cost (PC) have a significant effect on the adoption of MC by users. The results of multilayer perceptron (MLP) showed that mobility, among other model variables, had the greatest impact on the adoption of MC, and PC had the lowest effect on the adoption of MC. The comparison of the MLP model with linear regression illustrates that the predictive power of MLP outperforms the linear regression model in predicting MC adoption.

Citation

Zamani, Z., Khadivar, A., Padash, H., Shekarkhah, J. and Akbari, M. (2024), "Predicting Mobile Commerce Adoption: The SEM-MLP Approach", Tabaghdehi, S.A.H. and Foroudi, P. (Ed.) Business Strategies and Ethical Challenges in the Digital Ecosystem, Emerald Publishing Limited, Leeds, pp. 245-265. https://doi.org/10.1108/978-1-80455-069-420241011