INTENTION TO ADOPT A NEW M-COMMERCE APPLICATION BY BUYERS AND SELLERS IN NANJING, CHINA

Data from the National Bureau of Statistics of China indicates that flow accessed using mobile internet experienced a 200 percent growth from 2014 to 2015. This opens the possibility of accessing new markets in China through mobile commerce. Then it becomes important to identify significant factors that could promote the adoption of mobile commerce applications. Identification of successful factors for the adoption of mcommerce applications are likely to vary depending on the products and the target market. Then, different separate studies are needed to identify significant factors for the adoption of m-commerce in each market sector.The objective of this research is to develop a model to determine significant factors influencing the intention to adopt a new mobile commerce application in Nanjing, China, by a group of buyers and sellers. The application studied in this research is already being used by some customers in Beijing, China. A formative structural equation model (SEM) is developed to assess the intention to adopt this new m-commerce application by a group of 98 buyers and sellers. A set of 12 indicators are used to build the final construct intention to adopt this new m-commerce application. It is found that when these groups are studied together issues of collinearity arise. Then, a modified research model determines the following as significant factors influencing the adoption of a new mobile commerce application for the sample studied in Nanjing, China: Age group, Perceived Benefits, Innovativeness, Perceived Cost and Perceived Enjoyment. These results extend previouslyavailable results but obtained with smaller sample