Factors Affecting The Adoption of Mobile Commerce Among Generation Y in Malaysia

Factors Affecting the Adoption of Mobile Commerce Among Generation Y in Malaysia
CHAPTER 1: RESEARCH OVERVIEW
1.0 Introduction
Study context are outlined as well as research problem are justified. This project’s goal
to examine factors influencing adoption of m-commerce among Generation Y in
Malaysia. To achieve the purpose, research objectives and research questions are set
forth as well as the hypotheses.
1.1 Research Background
Mobile technology has changed into a new and fast-growing marketing communication
application. According to Ktoridou, Epaminondas, & Kaufmannn (2008), consumers
can access to the internet wirelessly anywhere and anytime to search for the product
and service information through advanced technology. M-commerce is referring to the
practice of conducting financial and promotional activities with the use of a mobile
device (Wadhaval, A., 2013). M-commerce is known as next generation using mobile
devices to make monetary transactions, for example banking, shopping, investing and
purchasing mobile services (Ko, Kim, & Lee, 2009). The next generation will deliver
out the prosperous multimedia services by the help of the mobile facilities (Subramanya
& Yi, 2006). The increase levels of technology will be challenging for the users who
are not easy to adapt to the technology, however this may get the deep understanding
of customer perception and behavior.
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Mobile communication technology has penetrated consumer market through the world.
M-commerce is likely to have a big influence on business activity, consumer behavior
and global market (Dai Hua, 2009). According to Yaakop (2012), mobile phone
subscribers had reached five billion worldwide particularly huge numbers are from the
developing countries at the end of 2010. Market Research Company estimated that
there has a large market and opportunity for mobile users. (Hage et al, 2003). The
expand coverage of mobile communication infrastructure, mobile technology
advancement and high mobile technology and high mobile penetration has increased
the growth of mobile services (Dai Hua, 2009). Mckinsey & Company (2005) said that
m-commerce will be the second largest industry in the world.
Mobile commerce in Malaysia
Malaysians are often looking forward to use mobile technology because of the
developing numbers of adoption in the wireless technology. Even though the usage of
mobile phone is large, the adoption rate of m-commerce is still comparatively new with
other countries. The majority of the Malaysian companies are still not expertise in
offering m-commerce services. As a result of the market potential in m-commerce and
the increasing number of mobile users, mobile service organization has to fix the
condition of infrastructure and internet coverage.
Malaysia mobile users have been adapted to the behaviour of SMS. According to
ChinaCCM (2006) Malaysians have sent more than nine billion of SMS in 2005.
Malaysians still consider using SMS than the higher technology mobile communication
that can be found in the market (Yapp & Khalid, 2006).
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Besides, some companies in Malaysia have begun to implement m-commerce for their
customers for example, AirAsia and POS Malaysia. AirAsia Bhd. becomes the pioneer
airline company to promote a reservation system through mobile phone (Samsudin,
2005). At the end of 2007, PosPay (a subsidiary of Pos Malaysia Bhd named RMEX
Payment Services SdnBhd) is introduced to secure the mainstream account holders who
are lively for their mobile and internet payment services (Yunus, 2006).
Generation Y
Generation Y individuals are open-minded, optimistic, confident and was the largest
group of mobile subscribers today (MCMC, 2012). Statistics shows that approximately
90% of the smart phone users in Malaysia are below 36 years old. These indicate that
the larger number of the smartphone users are generation Y. (Osman, 2012).
Generation Y is a young adult who will certainly turn on the wireless of their mobile
phone for daily activities. This age group is considered as high school and university
students who willing to spend money on their lifestyle for the new trend. The age of
generation Y that mostly born between 1980 and 1994 that generally has greater usage
and knowledge with wireless communication, media and digital technologies (Junco &
Mastrodicasa, 2007). According to the result of MobileDirect (2010), it states that
generation Y prefers access to the internet through mobile devices than personal
computer.
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1.2 Problem Statement
Malaysia has a population of 29.7 million people in the year of 2013 (Economic
Planning Unit, 2013). Moreover, there are 42.6 million mobile subscribers as of June
2013 which represents a 143% penetration rate (Sidhu, 2013). However, the numbers
are still relatively small when it comes to the usage of m-commerce in Malaysia
compared to other countries like Korea, Singapore and Japan (Sadi & Noordin, 2011).
According to statistics by Rosley N.M., Ismail, I., & Visvernardan H.L. (2011), 97.8%
of the respondents used their mobile phones for sending and receiving short text
messages with others; 91.1% of them used their mobile phones for communication
purpose such as making and getting calls, subsequently 84.4% of the respondents used
their mobile phone for taking picture. Only 53.3% of the respondents used their mobile
phone for playing music. 48% of the respondents used mobile phones for sending and
receiving e-mails as well as listen to radio program. Lastly, 31.1% of respondents
transmit and receive MMSs through their mobile phones. Thus, this shows that
Malaysians are more frequently using their mobile phone for the above activities than
m-commerce.
The adoption of m-commerce is important for both researchers as well as mobile

communication industry. However, most of the past research and studies are
concentrating on the buying behaviour of cellular mobile phones among teenagers
(Chow, Chen, Yeow, & Wong, 2011), Malaysian (Osman, Sabudin, & Osman, 2011),
Generation Y (Hew, Lee, Eng, Koo, Soo, & Tan, 2012), and so forth. Thus, research
on adoption of m-commerce amongst Generation Y in Malaysia is still lacking. As a
result, this research will then be done to look in to the actual influential causes of
Generation Y in terms of the adoption of m-commerce in Malaysia.
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1.3 Research Objectives
1.3.1 General Objective
To identify factors that affects behavioural intention to use m-commerce by

concentrating on mobile phone among Generation Y in Malaysia.
1.3.2 Specific Objectives
 To examine whether there is a significant relationship between perceived

usefulness and the behavioural intention to use m-commerce among Generation
Y in Malaysia.
 To examine whether there is a significant relationship between perceived ease

of use and the behavioural intention to use m-commerce among Generation Y
in Malaysia.
 To examine whether there is a significant relationship between social influence

and the behavioural intention to use m-commerce among Generation Y in
Malaysia.
 To examine whether there is a significant relationship between security and the

behavioural intention to use m-commerce among Generation Y in Malaysia.
 To examine whether there is a significant relationship between facilitating

condition and the behavioural intention to use m-commerce among Generation
Y in Malaysia.
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1.4 Research Questions
i. Does perceived usefulness influences the behavioural intention to use m-

commerce among generation Y in Malaysia?
ii. Does perceived ease of use influences behavioural intention to use m-commerce
among generation Y?
iii. Does social influence influences behavioural intention to use m-commerce

among generation Y?
iv. Does security influences behavioural intention to use m-commerce among

generation Y?
v. Does facilitating condition influences behavioural intention to use m-commerce

among generation Y?
1.5 Significance of the Study
By conducting this study, enough information can be generated to fill in the present
research gap. As prior technology adoption research that dedicated on both m-
commerce and generation Y remain inferior, this study permits m-commerce retailers
to comprehend factors of Generation Y in terms of the adoption of m-commerce in
Malaysia within Malaysia. They are furnished with obvious route along with process
upon foreseeable future product innovation in order to capture more sales and market
share, especially the generation Y group. With the help of this research, m-commerce
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retailers might feel appreciated as the information is useful to strategies their marketing
plans and to develop new m-commerce apps.
1.6 Chapter Layout
This research project is unfolded like this: chapter 1 introduces the background of the
research topic followed by problems which affect the adoption rates of m-commerce in
Malaysia. Research objectives and research questions are also identified. Chapter 2
mainly focusing on the review of the literature from past studies in order to identify
fundamental variables as well as develop hypotheses. Thereafter, chapter 3 outlines the
methodology that are needed to carry out to test the hypotheses identified in chapter 2.
The subsequent chapter is concerning on detailed analysis on the data collected from
questionnaires by using analysis tools and scale of measurement to conduct reliability
analysis. Lastly, chapter 5 summarizes the discussion of the findings and analyses along
with providing the conclusion of the overall research corresponding to the research
objectives.
1.7 Conclusion
In a nutshell, this chapter shows a basic research’s idea. The problem statement
identified for this research is adoption rate of m-commerce among Generation Y in
Malaysia are crucial which triggers the interest among the researchers to conduct in-
depth analysis of m-commerce. The next chapter outlines the several factors which
affect the adoption of m-commerce.
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CHAPTER 2: LITERATURE REVIEW
2.0 Introduction
Numerous journals are reviewed to explain what influence the adoption of m-

commerce. This review will focus on five major variables which emerge repeatedly
throughout the literature reviewed (perceived usefulness, perceived ease of use, social
influence, security as well as facilitating condition) toward Generation Y as essential
components that influence their behavior.
2.1 Review of Relevant Theoretical Models
2.1.1 Technology Acceptance Model (TAM)
Figure 2.1 Technology Acceptance Model (TAM)
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Source: Davis, F.; Bagozzi, R.; and Warshaw, R. (1989). User Acceptance of Computer
Technology: A Comparison of Two Theoretical Models. Management Science.
TAM has chosen to adopt in this research is because it is proved to be relevant to any
new technology acceptance behaviour of consumers. In this research, m-commerce is
consider as a novel technology and is relevant to use TAM to evaluate the behaviour
of consumers on their intention to use the m-commerce. It has been proved that TAM
has been used by many other researchers to test on the consumers’ behaviour when
come to the new technology (Goh, S., Suddin, Zulkifli, M., Ag Asri Hj Ag & Amboala,
2011; Kumar, Bose & Raghavan, 2011; Bamoriya & Rajendra, 2012; Nath, Bahl &
Kapoor, 2013; Nguyen Thi Tuyet, Nham Pong & Takahashi, 2013).
2.1.1.1 Perceived usefulness
Notable perceived usefulness’s effect on usage intention has been provided by wide-
ranging research. (Davis et al, 1989, Venkatesh & Morris, 2000). Perceived usefulness
is the key predictor of information technology usage, which has been proven by
plentiful of prior researches. (Davis, 1989; Davis et al., 1992; Igbaria et al., 1997; Gefen
and Straub, 1997, 2000; Venkatesh, 2000; Venkatesh and Davis, 2000; Gefen, 2003;
Hsu and Lu, 2004).
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2.1.1.2 Perceived Ease of use
A few empirical studies verified perceived ease of use as a principal determining factor
of intention to adopt (Agarwal & Karahanna, 2000). It is the main behavioural beliefs
swaying user intention to technology acceptance of TAM models to determine the
adoption of m-commerce.
2.1.2 Unified Theory of Acceptance and Use Technology (UTAUT)

model
UTAUT model is another research model that determines the acceptance and usage of
m-commerce (use behaviour) as the result (Venkatesh et al. 2003). Use behaviour is
ascertained by customer intention to use m-commerce (behavioural intention) and the
situation established by business to encourage customers to participate (Facilitating
Conditions).
UTAUT model are adopted in this research because it is an extended model of TAM
and two new variables are implemented in the model which are the social influence and
facilitating condition. For social influence, it is a direct determinant of behaviour and
usage intention while the facilitating condition is a direct determinant of use behaviour
(Venkatesh et al, 2003). It has also been used by many researchers to prove that
UTAUT model is very effective in determine the behavioural intention to use a new-
found technology of consumers (Chieh-Peng & Anol, 2008; Vankatesh, Brown,
Maruping & Bala, 2008; Alwahaishi & Snasel, 2013; Lakhal, Khechine & Pascot,
2013; Vanneste, Vermeulen & Declercq, 2013; Hou 2014).
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Figure 2.2 UTAUT model
Source: Venkatesh, V., Morris, M.G., Davis, F.D., and Davis, G.B. “User Acceptance
of Information Technology: Toward a Unified View,” MIS Quarterly.
2.1.2.1 Social Influence
It has been discovered that user’s intention to choose a specific technology is affected
by the opinions of individuals considered important to the user (Venkatesh et al, 2003).
UTAUT refers this effect as social influence (SI). A person will choose to use m-
commerce when those equipment or sites will be recommended by friends, bosses or
co-workers. Social influence, also used in others theories such as the Theory of
Reasoned Action (TRA), Extended Technology Acceptance Model (TAM2), and
Theory of Planned Behaviour (TPB). These have fortified its ability to clarify
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technology acceptance behaviour as the technology usage becomes obligatory. As a

result, this research has adopted Social Influences as one of the variables.
2.1.2.2 Security
Security is chosen as a variable in this research because of the consumers’ concern.

Ever since the computing environment shifted towards more personalized-mobile-
based computing atmosphere, security has become a vital matter that has taken a huge
concentration amount and study attempt (Hasan, 2012). Besides, many researchers
have conduct researches using security as a variable (Culnan & Carlin, 2009; Hoog &
Strzempka, 2011; Hasan, 2012; Schultz, 2012; Reyns & Henson, 2013; R, Kumar &
Mathew, 2013).
2.1.2.3 Facilitating Condition
Facilitating condition is considered as non-volitional factors for which behavioural

intention is unable to account. It is a construct that reflects an individual’s perceptions
about their behaviours. Facilitating condition is chosen as a variable in this research
because it has been use as a variable in development of theoretical model on other
research like Theory of Planned Behavior (TPB) and Theory of Reasoned Action
(TRA).
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2.2 Review of the Literature
2.2.1 Dependent Variable: Behavioural Intention to use Mobile

Commerce
Behavioural intention is usually indicators of the actual purchase, thus, it is necessary

to be monitored (Zeithaml, Berry & Parasuraman, 1996). Behavioural intention
consists of purchase intention along with the motivation to pay for premium price. This
also possesses important effect to brand as well as to organizational effectiveness. A
customer who reveals the both higher purchase intention along with motivation to pay
a premium price is prone to remain longer with the company and possess lower price
sensitivity (Keh & Xie, 2009). Behavioural intention is probably the most significant
concepts within marketing literature, probably because of its relationship with the real
consumer purchasing behaviour. A number of researchers have found out a positive
relationship between behavioural intention as well as actual consumer behaviour
(Morwitz & Schmittlein, 1992).
2.2.2 Independent Variable I: Perceived Usefulness
The degree in which someone thinks that employing a system can assist them to
enhance their job performance is what defines perceived usefulness (Venkatesh,
Morris, Davis & Davis, 2003). Based on prior researches, perceived usefulness is a key
factor on the technology acceptance. People tend to choose the web-based services that
the perceived needs are high and beneficial as well as offer efficient service program
that satisfy the consumer requirement (Kim, Ma & Park, 2009). Use of mobile phone
are included just to build people’s attitude toward the mobile commerce as well as
forming their intention to adopt m-commerce technologies to locate and buy the
demanded products (Kim et al, 2009).
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The importance of perceived usefulness in any technology adoption has been founded
on some past studies in different fields. One of the studies found that perceived
usefulness as an indicator leading to technologies acceptance (Al-Gahtani & King,
1999). Besides, Mariga (2003) concluded that perceived usefulness, trust and perceived
ease of use are the basic aspects that affect the adoption of m-commerce services.
2.2.3 Independent Variable II: Perceived Ease of Use
The extent to which someone feels that they can be free from effort after using certain
technology or system is what defines perceived ease of use (Venkatesh et al, 2003).
Perceived ease of use is amongst the utmost researched factors for the technology
adoption as it is related to innovation. People will have faster acceptance of innovation
that are usually simple to use because of the fewer learning effort is needed.
In the research context, perceived ease of use is the extent that a consumer thinks that
m-commerce adoption can be effortless. Most of the people use technologies that offer
them beneficial and simple use once they test it once as discussed perceived ease of use
is positively impacted by the consumer’s personal experiences while using the
technology in variety contexts of usage which are in actual use as well as continual use
(Kaasinen, 2007).
2.2.4 Independent Variable III: Social Influences
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The degree that a consumer thinks that significant others have confidence in they ought
to use m-commerce are what defines social influences on m-commerce (Yang, 2013).
Prior studies suggesting that the contributions of the social factors which will
eventually influence an individual consumer’s decision making and perception towards
a specific behaviour are the expectations and perceptions of important others (Limayem
et al. 2004; Phau & Teah 2009). According to Moore & Benbasat (1991), they stated
further on which social influence can be identified by how a community accept any
completely new program and how someone thinks to make enhancements in their living
situation as well as reputation.
Various past studies are done on social influence such as social influence has a
significant relationship to the wireless technology which eventually contributes the
outcomes in the m-commerce technology acceptance in China (Lu et al, 2002). In
addition, socialization forces associated with the longing to follow referent group
norms is also an important determinant for consumer adoption of a high technology
product besides one’s attitude with regard to the product (Kulviwat et al. 2009).
2.2.5 Independent Variable IV: Security
Security in m-commerce consist of passively eavesdropping in others’ communication

to make an effort to obtain user’s information. According to Siau & Shen (2003),
consumers are fretful about product procurement from a digital atmosphere without
physically examining the products or giving their personal data through the digital
channel. This has created a crucial effect for people as they are worried about their
information as well as voice messages are spread through unauthorized accessibility
(Wadhaval, A. 2013).
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The payment method’s security is important if the transaction technique is to acquire

common acceptance (Mohd & Osman, 2005). Hence, a degree of risk is apparently
what people may feel when buying a product through the mobile medium. Therefore,
the system used for purchase needs to completely safeguard and to be without any
corruption.
2.2.6 Independent Variable V: Facilitating Condition
The extent that a person feels that technical as well as organizational infrastructures are
available to aid the technology use is what defines facilitating condition (Venkatesh et
al, 2003). It reflects external constraints’ perceptions on behaviour that encompass
resources and technology facilitating conditions (Ajzen, 1991). He also suggested that
facilitating construct can be viewed as an external environment influence on one’s
perceived controllability.
Venkatesh et al (2003) has identified availability of guidance and support staff as

facilitating users in overcoming difficulties of technology. Facilitating condition of the
technology and the knowledge of using mobile commerce would improve the
acceptance of m-commerce (Yang & Forney 2013). According to Triandis (1980),
facilitating condition is motivating factor that give results in consumers technology
ease of use in product and service purchase. Traindis (1980) also concludes that high
facilitating condition would increase the expectancies of performance when using m-
commerce.
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2.3 Proposed Theoretical/ Conceptual Framework
FACTORS
IV I: Perceived Usefulness
H1
IV 2: Perceived Ease of Use H2
H3
IV 3: Social Influence
DV: Behavioural
H4 Intention to use m-
IV 4: Security commerce
H5
IV 5: Facilitating Condition
*IV= Independent Variable; DV= Dependent Variable; H= Hypothesis
Source: Developed for the research
The proposed conceptual framework denotes connection of how each of the factors
(independent variables) influencing the behavioural intention to use m-commerce
(dependent variable).
2.4 Hypotheses Development
2.4.1 Independent Variable I: Perceived Usefulness
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The significance of perceived usefulness in the adoption of information system has

recognized by numerous prior studies. Chang (2008) has applied the TAM to find out
the consumers’ acceptance of intelligent agent technology for the auction websites’
automation and the results shows perceived usefulness is the most influencing aspect
in stimulating the intention to use an auction website. Hence, our study deduces that:
HA1: There is a significant relationship between perceived usefulness and the

behavioural intention to use m-commerce among generation Y.
2.4.2 Independent Variable II: Perceived Ease of Use
Many past studies on perceived ease of use found that it is one of the essential factors
for technology adoption. Wang, Lin and Tang (2003) have discovered that perceived
ease of use is a key factor on the behavioral intention for consumers to adopt any
technology. Thus, a hypothesis is proposed:
HA2: There is a significant relationship between perceived ease of use and the
2.4.3 Independent Variable III: Social Influence
According to a research by Dickinger & Kleijnen (2008), they found that consumers
are likely to correspond to the referent’ opinions once referent believed mobile coupons
to be worthwhile and useful. Since m-commerce depicts a relatively new channel to
satisfy the customer needs by offering new services, the anticipation that consumers
would be more attentive in hearing others’ experiences and opinions of making use of
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this shopping technique would be high and they are more likely to be reliant on others’
perceptions of using m-commerce. Hence, the following hypothesis are projected:
HA3: There is a significant relationship between social influence and the

2.4.4 Independent Variable IV: Security
Consumer acceptance of a technology is affected by how consumers look at the

significance of security and how keen they are to forgo security against the advantages
developed from technology usage (Hossain & Prybutok, 2008). In the mobile context,
consumer adoption rates will be significantly decreased as a result of failure to provide
a secure system (Ghosh & Swaminatha, 2001). This explains why user perceptions
concerning security issues may still exist while many security concerns have been
addressed (Hua, D. 2009). Subsequently, this study proposed:
HA4: There is a significant relationship between security and the behavioural

intention to use m-commerce among generation Y.
2.4.5 Independent Variable V: Facilitating Condition
The degree to which a person trusts a technical and organizational infrastructure are
available to backing the technology usage is what defines facilitating condition
(Venkatesh et al, 2003). This definition consists of concept from three different
constructs which are perceived behavioral control, facilitating condition and
compatibility of the technology. To test the relationship between facilitating condition
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and the behavioural intention to use m-commerce among generation Y, succeeding

hypothesis is proposed:
HA5: There is a significant relationship between facilitating condition and the

2.5 Conclusion
Chapter 2 is mainly focusing on literature review of past studies in order to explain on

the relationship among various factors and behavioural intention to use m-commerce.
Subsequently, proposed conceptual framework is able to determine after reviewing
prior studies as well as hypotheses can be developed. In a nutshell, chapter 2 provides
a clearer insight for this research topic so as facilitate the data analysis by using research
methodology on the following chapters ahead.
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CHAPTER 3: METHODOLOGY
3.0 Introduction
This chapter basically outlines how research design is done and the methods used in
collecting data. Also, it defines on the technique of data collection from the target
population and data preparation and as well as ways of conducting data evaluation after
the required files are compiled.
3.1 Research Design
According to Burns & Bush (2010), the outline for researchers to conduct a research
using greatest level of control over the causes that may influences findings’ validity is
defined as research design. Furthermore, it covers the instrument to be employed,
planned means and the method for analyzing the results accumulated. This research
employs quantitative research of which descriptive research is selected as this research
is studying on huge population.
3.2 Data Collection Methods
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3.2.1 Primary Data
Primary data are directly gathered from respondents by researchers for studies purpose
(Burns & Bush, 2010). Researchers can determine their collected data based on their
research objective and desires to obtain more trustworthy data. For this research
project, online questionnaires are utilized to recover facts through targeted respondents.
3.2.2 Secondary Data
Burns & Bush (2010) specified that other researchers gathered secondary data for their
own analysis. Secondary data is economic and easy ways to collect data if compared to
primary data due to data are available in various kinds of sources such as books,
database and e-journals articles. It reduces the time and energy needed to collect
information on our own when there is large amount of data available.
3.3 Sampling Design
3.3.1 Target Population
A bunch of people that are directed for this research’s data collection purpose is what
defines target population. Malaysia’s Generation Y is the key focus for this research.
The group of Generation Y are the young adult that born in between year 1980 to year
1994.
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3.3.2 Sampling Frame and Sampling Location
This research’s sampling location is all over Malaysia. It is possible since questionnaire
is distributed through online to collect the primary data. Hogg (2003) stated that online
questionnaire is effortless with regard to respondent to take whenever respondents
usually are liberal to populate this questionnaire. Besides, online questionnaire also can
reduce the time used to collect data because internet allows interaction with
respondents with real time access even though the respondents live in different places.
According to Kendall (2011), online questionnaires can help to save cost as doing
online questionnaires are free of charges.
3.3.3 Sampling Elements
University and college students as well as working adult with the year born in between
1980 to 1994 are chosen as sampling element because the mobile phone use rate is very
high amongst this group (Burns, 2005). For instance, they often use mobile phone in
broad range of applications such as phone call, text messaging and surfing the internet
(Thottam 2005).
3.3.4 Sampling Technique
In order to carry out this research, non-probability sampling is chosen as a technique

used to do sampling. Castillo, J.J. (2009) stated the practise where the persons in a
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population would not have equivalent likelihood of getting decided on inside a sample
is known as non-probability sampling. Quota sampling is employed to attain some diverse
categories or groups of respondents. According to Bryman (2001), quota sampling
seemed to be employed as being a questionnaire basis so as to produce a sample that
reflects a population in terms of the relative proportion of folks in several types for
instance age, gender, cash flow in addition to interpersonal course.
3.3.5 Sampling Size
250 is the minimal suggested sampling size if three or additional independent variables are
a part of a study (Cattell, 1978). Moreover, Malhotra (1999) encouraged the minimum
sample size to solve research problems are at the very least 200. For this research, 250
sets of questionnaires is distributed to targeted sample.
Table 3.1 indicates statistics of aggregate numbers of population in Malaysia by Economic

planning unit Malaysia. Malaysian population involves 28.3 million people and this
research aims at Generation Y, with 7.04 million or 27.42% of Malaysia’s aggregate
population as target population.
Table 3.1: Aggregate Population Number in Malaysia
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Source: Economic planning unit Malaysia (2010)
For Generation Y, Table 3.2 is formed with three Generation Y’s sub age group based on
the statistics by Economic planning unit Malaysia to find out the sampling size. 91
questionnaires are being circulated to age 20 to 24 of target population, 84 questionnaires
to age 25 to 29 of target population and 75 questionnaires to age 30 to 34 of target
population.
Table 3.2: Sampling Size of Dissimilar Age Group of Generation Y
Age Number of population Percentage (%) Sampling size based

for different groups of on percentage
generation Y
20 - 24 2553047 36.24 91
25 - 29 2378080 33.7 84
30 - 34 2111549 29.06 75
Total 7042676 100 250
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3.4 Research Instrument
3.4.1 Questionnaires
According to Sekaran & Bougie (2010), researchers used an equipped pair of questions
(questionnaires) in order to record facts provided by respondents. The online
questionnaire has been created utilizing Google Docs. The questionnaire allocated to
the researchers own network through three social media Facebook, Twitter and
Google+ and the request for participation was rapidly shared to a much larger network
of contacts and lengthy networks. A quota of 250 sample is set. Additionally,
questionnaire are redistributed in social media until relevant participants in that age
group are identified.
3.4.2 Questionnaire Design
The questionnaires are divided into Section A and Section B. Section A is requiring the
respondents’ demographic profile. Conversely, in Section B, there are several questions
which associated with the independent variables as well as the dependent variable. This
section will be in format of Likert scale. This 1-5 Likert scale is ranging as of “strongly
disagree to strongly agree.”
3.4.3 Pilot Test
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Pilot test is usually executed to examine research’s reliability prior to genuine research
is usually executed and questionnaires are generally spread. This will help in
identifying the questionnaires problem and the study (Hair, et al., 2007). A total of 50
questionnaires are circulated to 50 respondents through online in which all of them are
Generation Y.
3.5 Constructs Measurement
3.5.1 Scale Measurement
Measurement is defined as allocating figures or symbols to the characteristics

(Malhotra, 2010). Nominal, ordinal; ratio and interval scale formed the four basic
categories of scales (Zikmund, et al., 2010). However, this research will only employed
nominal and interval scales.
3.5.1.1 Nominal Scale
Section A of the questionnaires employs nominal scale. The scale is employed for
variables wherein every participants in the study should be retained into one
reciprocally exclusive and exhaustive classification. There is absolutely no
measureable files with no obtain in connection with components (Hair, et al. (2007).
Therefore, nominal scale is employed to be able to evaluate demographic profile such
as gender, age and so on.
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3.5.1.2 Interval Scale

Interval scale can be understood to be scale that comprise of nominal and ordinal
properties, nevertheless also facts concerning quantities changes, or a concept’s
distance from one observation to the next. (Zikmund, et al., 2010). For this research,
the interval scale measure and calculate the result according to five classifications of
Likert scale: Strongly disagree, Disagree, Neutral, Agree, and Strongly Agree.
3.6 Data Processing
Total of 250 respondents clarified this questionnaire list of questions. However, 35 with
the responses would have to be taken out there as a result of incompleteness of the
cases. 215 cases were being remained as soon as the clearance regarding incomplete
cases. On the other hand, out from the 215 cases, the respondents regarding 6 cases
were not Generation Y, as well as 14 participants do not have almost any experience in
using mobile commerce. This 20 cases are not this research’s target respondents, hence
it should be removed. Following the elimination of 55 unqualified cases, there were
195 useful cases at the end.
3.6.1 Questionnaire Checking
The preliminary step in questionnaire checking comprises a check for completeness

and interviewing quality of every questionnaires (Malhotra, 2010). Moreover, looking
into omitted pages or drastically wrong arrangements of questionnaire can also be parts
of the reason of questionnaire checking.
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3.6.2 Data Editing
Editing is conducted for the purpose of rereading questionnaires with the aim of
improving accuracy and precision (Malhotra, 2010). The questionnaires are screened
to detect illegible, inadequate, inconsistent, or vague responses.
3.6.3 Data Coding
Data coding involves procedure of setting a code, commonly throughout numeral or

symbols to each possible response to every single question. This is to ensure that the
responses can be place into categories. In addition, coding facilitates data interpretation
and guides to inferences on the foundation of interpretation.
3.6.4 Data Transcribing
Coded data are transferred directly into computer by key-in or any other ways is the
process involved for transcribing data. Data will be verified through to ensure that there
are no mistakes before the data is transferred into computer. Optical scanning and
keypunching can be employed for transcribing of data.
3.6.5 Data Cleaning
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Procedure of detailed as well as comprehensive checks for uniformity and treatment of

missing responses is what defines data cleaning. Data is examined through to ensure
that the data is input properly beforehand the data is put using software program into
computer. More thorough and comprehensive inspections with this period usually are
performed, because they are created by computer although preliminary consistency
checks have been made during editing.
3.7 Data Analysis
A procedure of collecting data into computer, scan data’s error, run tabulation and
statistical tests is the definition of data analysis (Burns & Bush, 2008). SAS software
will be used to perform the data analysis as it facilitates the task of keying in research
data and analysing data efficiently and effectively.
3.7.1 Descriptive Analysis
Sample data matrix that depicts the “typical” respondent and to discover the common
response’s pattern is what defines descriptive analysis (Burns & Bush, 2008). The raw
data are transformed into percentages form and frequencies into tables and charts by
using SAS software to create summary for trouble-free interpretation.
3.7.2 Scale Measurement
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Cronbach’s coefficient alpha is used to carry out reliability test, which aids to examine
the reliability and internal consistency of variables. If Cronbach’s alpha’s value 0.6 or
above, it is reliable (Malhotra, 2010).
3.7.3 Inferential Analysis
The findings of the study’s reliability can be studied and relationship between the
variables can be identified simultaneously by using inferential analysis. Measurement
of the stability and consistency of the measurement is what defines the use of reliability
test (Malhotra, 2010). In order to perform the analysis, multiple regression analysis is
to be used to test for the variables’ reliability.
3.7.3.1 Pearson Correlation Analysis
The strength of the association concerning two variables can be tested using Pearson
Correlation Analysis, to check how strong the association amid the independent
variables and dependent variable. Correlation coefficient benefit range is weak from
value of 0.10 to 0.29, medium from value of 0.30 to 0.49 and strong from value of 0.50
to 1.0 (Wei et al., 2009; Wong et al., 2005)
3.7.3.2 Multiple Regression Analysis
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Multiple regression analysis is a concrete data analysis tool to be used to test the
strength of the correlation of the data. For this research, since the factors are further
categorized into five independent variables which will influence the dependent
variable, this tool is useful to test the strength of the correlation between each of the
independent variables and the dependent variable.
Dependent variable: Behavioural Intention to use m-commerce
Independent variables: Perceived usefulness, perceived ease of use, social influence,

security, and facilitating condition
Intercept IV5:
Facilitating
Condition
Multiple Regression Equation, y= b0+ b1X1 + b2X2 + b3X3+b4X4+b5X5
DV: Behavioral IV1: Perceived

IV4: Security
Intention to use m- Usefulness
commerce
IV2: Perceived IV3: Social
Ease of Use Influence
3.8 Conclusion
This chapter is a foundation for scholar beforehand analysing the outcomes which
gotten from the questionnaire. Discussion on the procedures of data collection,
sampling design, research design, questionnaire design, data processing as well as data
analysis are explained in details in order to facilitate the data analysis for the next
chapter. For the next chapter, statistical analysis will be carried out for data
interpretation based on the collected data.
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CHAPTER 4: DATA ANALYSIS
4.0 Introduction
Analyse and observe the descriptive analysis’s outcome, scale measurement and
inferential analysis are the aims for this chapter. SAS Enterprise 5.1 software is used
to conduct reliability test by examining the Cronbach Coefficient Alpha. Besides, the
connection among all variables can be demonstrated by employing Pearson correlation
analysis and multiple regression analysis
4.1 Descriptive Analysis
4.1.1 Respondent Demographic Profile
4.1.1.1 Gender
Table 4.1 Statistics of Respondents’ Gender
Frequency Percent Valid Percent Cumulative Percent

Male 90 45.00% 45.00% 45.00%
Female 110 55.00% 55.00% 100%
Total 200 100% 100%
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Figure 4.1 Percentage of Respondents Based on Gender
Gender
Male
Female
45.00%
55.00%
Based on Table 4.1 as well as Figure 4.1, female were the dominant respondents in this
research. They consist of 55% of total respondents which are 110 respondents while
the rest of respondents are male which consists of 45% (90 respondents).
4.1.1.2 Age
Table 4.2 Statistics of Respondents’ Age
Frequency Percent Valid Percent Cumulative Percent

20-24 years old 78 39.00% 39.00% 39.00%
25-29 years old 72 36.00% 36.00% 75.00%
30-34 years old 50 25.00% 25.00% 100%
Total 200 100% 100%
Page 34 of 75
Figure 4.2 Percentage of Respondents Based on Age
Age
25.00%
39.00%
20-24 years old

25-29 years old
30-34 years old
36.00%
According to Table 4.2 in addition to Figure 4.2, there are 39% of respondents are age
group of 20-24 years old which consists of 78 respondents. The age group of 25-29
years old is consists of 72 respondents which are 36% of total respondents and the age
group of 30-34 years old consist of 50 respondents (25%).
4.1.2 Central Tendencies Measurement of Constructs
Table 4.3: Central Tendencies Measurement of Constructs: Perceived Usefulness
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Disagree
Disagree
Ranking
Strongly
Strongly
Neutral
Agree
Agree
Mean
Statement
1. Using m- 4 13 22 42 19 3.59 1
commerce would
improve my
work
performance.
2. Using m- 4.5 20 28.5 33.5 13.5 3.315 4
commerce save
my time.
3. I discover that 3.5 19 24 41.5 12 3.395 2
m-commerce is
convenient.
4. My effectiveness 6 22.5 24 38.5 9 3.22 5
in regular work
can be enhanced
by using m-
commerce.
5. Generally, I trust 7.5 13.5 27 40 12 3.355 3
m-commerce
will be useful.
Table 4.3 illustrates the statement “Using m-commerce would improve my work
performance.” ranked as first among all statements with the mean (3.59) because of the
fact that most respondents are strongly agree with this statement.
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Table 4.4: Central Tendencies Measurement of Constructs: Perceived Ease of Use
Disagree
Disagree
Ranking
Strongly
Strongly
Neutral
Agree
Agree
Mean
Statement
1. It is easy to learn 5.5 11.5 13.5 48 21.5 3.685 1

to use m-
commerce.
2. M-commerce is 8 21 17 37.5 16.5 3.335 4
understandable
and clear.
3. M-commerce is 6.5 15 38 31 9.5 3.22 5
easy to use
4. Interacting with 6 12 17 44 21 3.62 2
m-commerce
will not require a
lot of mental
effort.
5. I expect it would 9.5 14 22.5 36 18 3.39 3
be simple for me
to become expert
at m-commerce.
Table 4.4 illustrates the statement “It is easy to learn to use m-commerce.” ranked as
first among all statements with the mean (3.685) because of the fact that most
respondents are strongly agree with this statement.
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Table 4.5: Central Tendencies Measurement of Constructs: Social Influence
Disagree
Disagree
Ranking
Strongly
Strongly
Neutral
Agree
Agree
Mean
Statement
1. Friends’ 6.5 22 24.5 34 13 3.25 1

suggestion and
recommendation
will influence
my choice to use
m-commerce.
2. Family 11.5 24 25.5 29.5 9.5 3.015 3
members/relative
s will influence
my choice to
employ m-
commerce.
3. I will use m- 11 25.5 26.5 28.5 8.5 2.98 4
commerce if my
colleagues use it.
4. I will use m- 8.5 19.5 23.5 36 12.5 3.245 2
commerce if the
service is
broadly used by
my community’s
people.
5. Mass media will 14 26 25.5 25.5 9 2.895 5
influence me to
use m-
commerce.
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Table 4.5 illustrates the statement “Friends’ suggestion and recommendation will
influence my decision to use m-commerce.” ranked as first among all statements with
the mean (3.25) because of the fact that most respondents are strongly agree with this
statement.
Table 4.6: Central Tendencies Measurement of Constructs: Security
Disagree
Disagree
Ranking
Strongly
Strongly
Neutral
Agree
Agree
Mean
Statement
1. I am worried 2.5 10.5 25 47.5 14.5 3.61 2

about the
security of
financial
transaction using
m-commerce.
2. I feel 3 15.5 31 39.5 11 3.4 5
uncomfortable
giving my credit
card number
using m-
commerce.
3. I afraid that the 2.5 13.5 24 40 20 3.615 1
PIN codes’ list
may be lost and
end up in the
wrong hand.
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4. When sending e- 3.5 12 24.5 41 19 3.6 3

mail or text
messages, I feel
concerned that
someone may
read them
without my
knowledge.
5. I would be 2.5 15 29.5 38 15 3.48 4
concerned about
my personal
information’s
security when I
using m-
commerce.
Table 4.6 illustrates the statement “I afraid that the PIN codes’ list may be lost and end
up in the wrong hand.” ranked as first among all statements with the mean (3.615)
because of the fact that most respondents are strongly agree with this statement.
Table 4.7: Central Tendencies Measurement of Constructs: Facilitating Condition

Disagree
Disagree
Ranking
Strongly
Strongly
Neutral
Agree
Agree
Mean
Statement
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1. I have a mobile 4 9.5 23.5 45.5 17.5 3.63 1

phone that is
assessable to
internet to use
m-commerce.
2. I have the 4.5 21.5 28.5 34.5 11 3.26 4
relevant
knowledge to
use m-
commerce.
3. M-commerce is 3 21 21 43.5 11.5 3.395 2
compatible with
other systems I
use.
4. It would be easy 7.5 21 24 40.5 7 3.185 5
for me to employ
m-commerce if I
equipped with
knowledge,
resources and
opportunities
necessary for m-
commerce.
5. Online assistance 7.5 13 27 39 13.5 3.38 3
is available to
assist the usage
of m-commerce.
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Table 4.7 illustrates the statement “I have a mobile phone that is assessable to internet
to use m-commerce.” ranked as first among all statements with the mean (3.63) because
of the fact that most respondents are strongly agree with this statement.
Table 4.8: Central Tendencies Measurement of Constructs: Behavioural Intention to

use m-commerce
Disagree
Disagree
Ranking
Strongly
Strongly
Neutral
Statement
Agree
Agree
Mean
1. Suppose that I 4 10.5 13 49 23.5 3.775 1
have access to
m-commerce
systems, I intent
to use them.
2. I will adopt m- 7.5 17 20 34.5 21 3.445 4
commerce as
soon as possible.
3. I believe my 5 14 33.5 3.25 15 3.385 5
attention towards
m-commerce
will rise in the
future.
4. I believe I will 5.5 11 19 42 22.5 3.65 2
use m-commerce
in the future.
5. I will strongly 7 14.5 22 36.5 20 3.48 3
suggest others to
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use m-
commerce.
Table 4.8 illustrate that the statement “Suppose that I have access to m-commerce
systems, I intent to use them.” ranked as first among all statements with the mean
(3.775) because of the fact that most respondents were strongly agreed with this
statement.
4.2 Scale Measurement
4.2.1 Reliability Test
Reliability can be expressed in terms of stability, equivalence and consistency (C.H.,

Yu, 2001). A popular method for consistency checks is normally expressed in the form
of Cronbach Coefficient Alpha (Cronbach, 1951). The range basically ranges between
0 and 1 for Cronbach’s alpha coefficient. The scale items’ internal consistency is better
if the Cronbach’s alpha coefficient is nearer to 1.0 (Joseph A. Gliem, 2003).
Table 4.9: SAS output for Internal Consistency Analysis
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By referring to the SAS output above, the alpha coefficient of the standardized
variables of Cronbach Coefficient Alpha in overall 0.836. For the Cronbach Coefficient
with the deleted variable, the alpha coefficient for the standardized variables is ranging
from 0.790 to 0.842. Both evidences of the output showed that the high alpha value
which is closer to 1 indicates that the test is reliable and the internal consistency is high
for this research.
4.2.2 Validity (Content Validity)

Content validity is defined as a subjective but methodical assessment of how well a
scale’s subject signifies the task’s measurement at hand (Malhotra, 2010). For this
research, the scale designed to measure behavioural intention to use m-commerce is
considered adequate as it do not omitted any of the major dimensions (perceived
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usefulness, perceived ease of use, social influence, security and facilitating condition).
These 5 variables are most commonly used by researchers in order to study behavioural
intention to use m-commerce. Therefore, the scale for this research is valid.
4.3 Inferential Analysis
4.3.1 Pearson Correlation Analysis
Pearson’s Correlation Coefficient is employed to examine particular strengths along

with weaknesses among every variables that are measured using interval scale (Hair et
al, 2007). Consistent with rule of thumb, the outcome’s significant value below 0.05
(significant two-tailed) is what defines P value. There is a significant correlation
between the variables if the figure is beneath 0.05. On the other hand, there is no
significant correlation between the variables if the numeral is above 0.05. Also, the
outcome shown can be either in positive or negative significant correlation.
Table 4.10: Value for Pearson Correlation Analysis
Correlation Negative Positive

None -0.09 to 0.0 0.0 to 0.09
Small -0.3 to -0.1 0.1 to 0.3
Medium -0.5 to -0.3 0.3 to 0.5
Strong -1.0 to -0.5 0.5 to 1.0
Source: Buda & Jarynowski (2010); Cohen (1988)
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Table 4.11: Correlation Table
4.3.1.1 The correlation between Perceived Usefulness and Behavioral Intention

to use m-commerce among Generation-Y in Malaysia.
H01: There is no significant relationship between Perceived Usefulness and

Behavioral Intention to use m-commerce among Generation-Y in Malaysia
H1: There is a significant relationship between Perceived Usefulness and

Behavioral Intention to use m-commerce among Generation-Y in Malaysia.
From table 4.14, perceived usefulness’s r value is 0.37317. Based on table 4.13, r value
(0.37317) signifies there is a moderate correlation between perceived usefulness and
behavioural intention to use m-commerce. P-value for perceived usefulness variable is
<0.0001, which is smaller than 0.01. This signifies that the relationship involving
perceived usefulness as well as behavioural intention to use m-commerce is statistically
significant. Hence, H1 is not rejected.
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4.3.1.2 The correlation between Perceived Ease of Use and Behavioral Intention
H02: There is no significant relationship between Perceived Ease of Use and

H2: There is a significant relationship between Perceived Ease of Use and

From table 4.14, perceived ease of use’s r value is 0.78718. Based on table 4.13, r
value (0.78718) denotes that there is a strong correlation between perceived ease of use
and behavioural intention to use m-commerce. P-value for perceived ease of use
variable is <0.0001, which is smaller than 0.01. This signifies that the relationship
involving perceived ease of use as well as behavioural intention to use m-commerce is
statistically significant. Therefore, H2 is not rejected.
4.3.1.3 The correlation between Social Influence and Behavioral Intention to use
m-commerce among Generation-Y in Malaysia.
H03: There is no positive relationship between Social Influence and Behavioral

Intention to use m-commerce among Generation-Y in Malaysia
H3: There is a positive relationship between Social Influence and Behavioral

Intention to use m-commerce among Generation-Y in Malaysia.
From table 4.14, social influence’s r value is 0.33894. Based on table 4.13, r value
(0.33894) denotes that there is a moderate correlation between social influence and
behavioural intention to use m-commerce. P-value for social influence variable is
<0.0001, which is smaller than 0.01. This signifies that the relationship involving social
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influence along with behavioural intention to use m-commerce is statistically

significant. Therefore, reject H3 is not rejected.
4.3.1.4 The correlation between Security and Behavioral Intention to use m-

commerce among Generation-Y in Malaysia.
H04: There is no significant relationship between Security and Behavioral

Intention to use m-commerce among Generation-Y in Malaysia
H4: There is a significant relationship between Security and Behavioral Intention

From table 4.14, security’s r value is 0.41259. Based on table 4.13, r value (0.41259)
denotes that there is a moderate correlation between security and behavioural intention
to use m-commerce. P-value for security variable is <0.0001, which is smaller than
0.01. This signifies that the relationship involving security along with behavioural
intention to use m-commerce is statistically significant. Therefore, H4 is not rejected.
4.3.1.5 The correlation between Facilitating Condition and Behavioral Intention

H05: There is no significant relationship between Facilitating Condition and

H5: There is a significant relationship between Facilitating Condition and

From table 4.14, facilitating condition’s r value is 0.36643. Based on the table 4.13, r
value (0.36643) denotes that there is a moderate correlation between facilitating
condition and behavioural intention to use m-commerce. P-value for facilitating
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condition variable is <0.0001, which is smaller than 0.01. This means that the
relationship involving facilitating condition and behavioural intention to use m-
commerce is statistically significant. Therefore, H5 is not rejected.
4.3.2 Regression Analysis
Table 4.12: SAS output for Regression Analysis
To interpret the output for the multiple regression analysis, first and foremost, the
hypotheses must be specified. There are five null hypotheses that can be identified in
this research which are there is no significant relationship between each of the
independent variables (perceived usefulness, perceived ease of use, social influence,
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security and facilitating condition) and the dependent variable (behavioural intention
to use m-commerce).
The level of significance, α = 0.05. Since the value of test statistics (Pr>F) is <0.0001
which is smaller than the significance level’s value (α = 0.05), therefore all the null
hypotheses based on this statistical result should be rejected. However, by referring to
the values of Pr > |t| column from the parameter estimates output table, the null
hypotheses for perceived usefulness, social influence, security, and facilitating
condition should not be rejected because the values for the respective variables are
larger than the significance level, α = 0.05, except for the null hypothesis of perceived
ease of use as the value of Pr > |t| is <.0001 respectively which is fewer than the
significance level, α = 0.05.
There are some evidences to support the test statistics. First of all, from the regression
analysis output table, the value of adjusted R-square is 0.6240. This means that only
62.4% of the dependent variable is subject to the independent variables for this
research.
Secondly, based on the values stated in the parameter estimate column (beta value)
which shows the contribution of each individual variable, the highest contributor is
perceived ease of use (0.73182), followed by facilitating condition (0.54573),
perceived usefulness (0.50068), social influence (0.09772) and the least contributor is
security (0.04815).
Next, the results of t-value from the table show the direction of the relationship. The t-
value of 1.19 indicates a positive relationship between perceived usefulness and
behavioural intention. The t-value of 14.31 indicates a positive relationship between
perceived ease of use and behavioural intention. The t-value of 2.03 indicates a positive
relationship between social influence and behavioural intention. Next, the t-value of
0.76 indicates a positive relationship between security and behavioural intention.
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However, the t-value of -1.31 indicates a negative relationship between facilitating

condition and behavioural intention.
In overall, based on the test statistics with reference to the evidences to support the
statistics, the null hypotheses for perceived usefulness, social influence, security and
facilitating condition should not be rejected whereas the null hypothesis for perceived
ease of use should be rejected as the value of test statistics is less than the significance
level, α = 0.05. Hence, there is a significant relationship between perceived usefulness,
social influence, security and facilitating condition towards behavioural intention
whereas there is no significant relationship between perceived ease of use towards
behavioural intention.
The multiple regression model can be constructed by using the formula of:
Intercept Slope coefficients
Y= a + b1X1 + b2X2 + b3X3+…+ bkXk
Independent variables
Based on this formula, the multiple regression model for this research is:
Behavioral Intention to use m-commerce = 0.70036 + 0.50068 (perceived usefulness)
+ 0.73182 (perceived ease of use) + 0.09772 (social influence) + 0.04815 (security) -
0.54573 (facilitating condition)
The interpretation for this model is that for every unit increase in perceived usefulness,
perceived ease of use, social influence and security, there will be increase about
0.50068 units, 0.73182 units, 0.09772 units, and 0.04815 units respectively;
meanwhile, there will be decrease of 0.54573 units in behavioural intention due to one
unit increase facilitating condition.
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4.4 Conclusion
The level of relationship between all the variables and can be proved and elaborated by
referring the output generated by SAS Enterprise Guide 5.1 software. Next chapter
outlines supplementary implications and discussion.
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CHAPTER 5: DISCUSSION, CONCLUSION AND

IMPLICATIONS
5.0 Introduction
In this chapter, further discussion on the summary of the key findings besides the
study’s implications are conducted. Also, research’s limitation, recommendations for
future research are identified. Lastly, overall conclusion has been made for the whole
research.
5.1 Summary of Statistical Analysis
5.1.1 Descriptive Analysis
Results on descriptive analysis (Chapter 4) denotes that total target respondents were
200 which included 90 male respondents (45.00%) and 110 female respondents
(55.00%). The total respondents had separated into three different age groups which
are 78 respondents within 20-24 years old (39.00%), 72 respondents within 25-29
respondents (36.00%) and 50 respondents within 30-34 years old (25.00%).
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5.1.2 Inferential Analysis
5.1.2.1 Pearson correlation analysis
In relation to the SAS output generated, the five independents variables has significant
relationship with the dependent variable (behavioral intention). The research result
shows that perceived ease of use has the strong correlation with the dependent variable
which is 0.7817. On the other hand, the other four variables (perceived usefulness,
social influence, security and facilitating condition) depicts moderate correlation as the
values fall in the range of 0.3 to 0.5.
5.1.2.2 Multiple Regression analysis
In relation to the SAS output generated, the results shows that R square is 0.6240 which
means that only 62.4% of the dependent variable (behavioral intention) is subject to the
independent variables. The research results also showed that among the five
independent variables, the highest value (beta value) is the Perceived ease of use
(0.73182) which indicates the highest contribution among other variables. The multiple
regression equation is then formed:
BI= 0.7+0.5 (PU) +0.732(PE) +0.098 (SI) +0.048 (SE) -0.546(FC)
5.2 Discussion of Major Findings
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5.2.1 Discussion of hypothesis testing
Table 5.1 Summary of the result for Hypothesis testing with Multiple Regression
Analysis
Hypothesis t-value Result
H1: There is a significant relationship t = 1.19 Supported with

between perceived usefulness and the positive
behavioral intention to use m-commerce. relationship
H2: There is significant relationship between t = 14.31 Supported with

perceived ease of use and the behavioral positive
intention to use m-commerce. relationship

between social influence and the behavioral positive

between security and the behavioral positive
H5: There is a significant relationship t = -1.31 Supported with

between facilitating condition and the negative
behavioral intention to use m-commerce. relationship
H1: There is a significant relationship between perceived usefulness and behavioral

intention
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The outcome denotes that there is a significant relationship between perceived

usefulness and behavioral intention. From table 5.1, the t-value is 1.19 (positive value)
signifies a positive relationship between independent variable and dependent variable.
H1 is supported and the finding is matched from the previous result of past researcher
Chiu et al. (2005) and Cheong & Park (2005).
H2: There is a significant relationship between perceived ease of use and behavioral
intention.
The outcome denotes that there is a significant relationship between perceived ease of
use and behavioral intention. From table 5.1, the t-value is 14.31 (positive value)
H2 is supported from past studies by Haque (2004); Vrechopoukis et al (2004), and
Wong et al (2003).
H3: There is a significant relationship between social influence and behavioral

intention.
The outcome denotes that there is a significant relationship between social influence
and the behavioral intention. From table 5.1, the t-value is 2.03 (positive value)
H3 is supported from past studies from Venkatesh and Morris (2003).
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H4: There is a significant relationship between security and behavioral intention.
The outcome denotes that there is a significant relationship between security and the
behavioral intention. From table 5.2, the t-value is 0.76 (positive value) signifies a
positive relationship between independent variable and dependent variable. This is
backed by the earlier studies like Jillbert & Ahmad (2003), Vrechopoukis et al. (2002),
Mariga (2003), and Ghosh & Swaminatha, (2001).
H5: There is a significant relationship between facilitating condition and the behavioral
intention.
The outcome denotes that there is a significant relationship between facilitating

condition and the behavioral intention. From table 5.2, the t-value is -1.31 (negative
value) signifies a negative relationship between independent variable and dependent
variable. H5 is supported by study from Venkatesh et al. (2003).
5.2.2 Major finding
The research result showed that the perceived usefulness, perceived ease of use, social
influence, security and facilitating condition have a significant relationship with the
behavioral intention. From the research result, the table shows that respondents are
more concern on the factor of perceived ease of use concerning to behavioral intention
to use m-commerce. Besides, respondents also consider about the factors of usefulness,
social influence, security and facilitating condition when they intent to adopt m-
commerce.
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5.3 Implications of the Study
5.3.1 Managerial Implication
Based on the research findings, perceived usefulness and ease of use are the important
determining factor towards behavioral intention of m-commerce among generation Y.
Service providers should let customers received through mobile commerce is better
than what they expected. Other than that, service provider should focus more on the
interface of the mobile application for customers. Service provider has to simplify the
application to make it more user-friendly and improve the customer communication
towards the understanding of benefits and ease of using mobile commerce. Besides,
service provider can also consider to organize promotion activities anytime and
anywhere with the payment benefits which is only for m-commerce.
Security is also an important variable towards the behavioral intention of m-commerce

among generation Y. Since the issue of security is a major concern for customer in
online environment as customer feel insecure of losing money and privacy of
documentation and information during transaction, service provider and banks should
consider adopt strategy to reduce uncertainty. These strategies include certified
encryption, real-time PIN generation, and multi-tier authentication, adopting security
privacy and security policies to identify the consumers whether they have involves in
the case of fraud or not. Besides, service provider may give the demonstration and trials
to potential customer, and take this chance to let them try for the services to develop
comfort. (Rakthi & Mala, 2012).
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5.4 Limitation of the Study
5.4.1 Study only one age group
Generation Y is the only specific age of group that centralize in this study; so the result
obtained will be not accurate if the target respondent is altered to other generations,
such as baby boomers, Gen X, Gen Z in Malaysia. As an example, target respondents
in older age range might discover that m-commerce are difficult to manage and thus a
major factor has occurred in PEOU in estimating the behavioural intention.
5.4.2 Sample is mainly from Malaysia only
Seeing that this study is carried out in Malaysia only, the end result shown may be
merely different if researchers conduct in other countries. So, the research result only
able to show the behavioural intention of Malaysian users as the research is limited
because it is involves the Malaysia only.
5.4.3 Misunderstanding among the respondents
Majority of the respondents might face the trouble to understand the meaning of
adoption of mobile commerce during the period of collection of data. In other words,
the respondents who have low educational level are unable to understand the question
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clearly. Other than that, some respondents are unwilling to search or ask for meaning
of mobile commerce. Because of these reasons, some of the questionnaire are not
qualified.
5.5 Recommendation for Future Research
Generation X is the group who should be compromised by future researchers because

they have a higher purchasing power. Not only Generation X is considered, other group
such as Generation Z and baby boomer are needed to consider too. Hence, future
researchers are able to evaluate the difference among those age groups in term of
purchasing intention and behaviour intention.
Furthermore, future research should be carried out in different country’s circumstance,

and the national culture should think over by scholar as moderating factor into research
model. According to Yoon (2009), the customer behavioural intention can be
influenced by the differences of national culture. The research found that consumer
behaviour has the relatively connection with the cultural value through several means.
(Choi & Totten, 2011). Hence, it is important to view the influence of this moderating
factor on behavioural intention of other age groups in dissimilar countries.
Finally, the research questionnaires should be clear and easy to understand. Explanation
about the topic during the time of distribution of questionnaire is needed. Besides that,
data can be collected in other ways such as face-to-face interview to ensure that every
respondents able to understand and answer the questions.
Page 60 of 75
5.6 Conclusion
The research has attained the research objectives successfully, which is to uncover the
factors influencing the behavioural intention to use m-commerce among generation Y.
All of the five independents variables have a significant relationship with the
behavioural intention. Finally, future researchers can to use this research’s result to
develop a further study on this topic.
Page 61 of 75
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APPENDIX
Appendix 1: Questionnaire
FACTORS AFFECTING THE ADOPTION OF MOBILE COMMERCE

AMONG GENERATION-Y IN MALAYSIA
Survey Questionnaire
The purpose of this survey is pertaining to the factors affecting the adoption of mobile
commerce among Generation-Y in Malaysia. Please answer all questions to the best of
your knowledge.
Thank you for your participation.
Instructions:
1. There are two (2) sections in this questionnaire. Please answer ALL questions
in ALL sections.
2. Completion of this form will take you approximately 5 – 10 minutes.
3. The contents of this questionnaire will be kept strictly confidential.
Section (A) Demographic Profile

In this section, we are interested in your background in brief. Your answers will be kept
strictly confidential.
1. Gender:
□_ Male □_ Female
2. Age:
□_ 20-24 years old
□_ 25-29 years old
□_ 30- 34years old
Page 71 of 75
3. Experience in using mobile commerce:

(Mobile commerce = using mobile phone to purchase a product or services.
For example, buying data plan, ringtone, flight ticket, entertainment, and etc)
□_ Yes
□_ No
4. Highest education completed:
□_ Below SPM
□_ SPM/ O-Level
□_ STPM/ Foundation/ UEC/ A-Level
□_ Diploma/ Advance Diploma
□_ Bachelor Degree
□_ Master Degree
□_ PhD
□_ Others: _________________
5. Occupation category:
□_ Student
□_ Self-employed
□_ Employed
□_ Unemployed
6. Marital Status
□_ Single
□_ Married
Page 72 of 75
Section B: Factors influencing the adoption of mobile commerce among

Generation-Y in Malaysia
This section is seeking your opinion regarding the factors influencing the adoption of
mobile commerce among Generation-Y in Malaysia. Respondents are asked to indicate
the extent to which they agreed or disagreed with each statement using 5 Likert scale
[(1) = strongly disagree; (2) = disagree; (3) = neutral; (4) = agree; (5) = strongly agree]
response framework. Please circle one number per line to indicate the extent to which
you agree or disagree with the following statements.
No Question
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Perceived Usefulness (PU)
PU 1 Using m-commerce would improve my 1 2 3 4 5

work performance.
PU 2 Using m-commerce save my time. 1 2 3 4 5
PU 3 I discover that m-commerce is convenient. 1 2 3 4 5
PU 4 My effectiveness in regular work can be 1 2 3 4 5

enhanced by using m-commerce.
PU 5 Generally, I trust m-commerce will be 1 2 3 4 5

useful.
No Question
Strongly
Strongly
Disagre
Disagre
Neutral
Agree
Agree
e
e
Perceived Ease of Use (PEOU)
PEOU 1 It is easy to learn to use m-commerce. 1 2 3 4 5
PEOU 2 M-commerce is understandable and clear. 1 2 3 4 5
PEOU 3 M-commerce is easy to use 1 2 3 4 5
PEOU 4 Interacting with m-commerce will not 1 2 3 4 5

require a lot of mental effort.
PEOU 5 I expect it would be simple for me to 1 2 3 4 5

become expert at m-commerce.
Page 73 of 75
No Question
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Social Influence (SI)
SI 1 Friends’ suggestion and recommendation 1 2 3 4 5

will influence my choice to use m-
commerce.
SI 2 Family members/relatives will influence 1 2 3 4 5

my choice to employ m-commerce.
SI 3 I will use m-commerce if my colleagues 1 2 3 4 5

use it.
SI 4 I will use m-commerce if the service is 1 2 3 4 5

broadly used by my community’s people.
SI 5 Mass media will influence me to use m- 1 2 3 4 5

commerce.
No Question
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Security (SE)
SE 1 I am worried about the security of 1 2 3 4 5

financial transaction using mobile
commerce.
SE 2 I feel uncomfortable giving my credit 1 2 3 4 5

card number using mobile commerce.
SE 3 I afraid that the PIN codes’ list may be 1 2 3 4 5

lost and end up in the wrong hand.
SE 4 When sending e-mail or text messages, I 1 2 3 4 5

feel concerned that someone may read
them without my knowledge.
SE 5 I would be concerned about my personal 1 2 3 4 5

information’s security when I using
mobile commerce.
Page 74 of 75
No Question
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Facilitating Condition (FC)
FC 1 I have a mobile phone that is assessable to 1 2 3 4 5

internet to use mobile commerce.
FC 2 I have the relevant knowledge to use 1 2 3 4 5

mobile commerce.
FC 3 M-commerce is compatible with other 1 2 3 4 5

systems I use.
FC 4 It would be easy for me to employ m- 1 2 3 4 5

commerce if I equipped with knowledge,
resources and opportunities necessary for
m-commerce.
FC 5 Online assistance is available to assist the 1 2 3 4 5

usage of mobile commerce.
No Question
Disagree
Disagree
Strongly
Strongly
Neutral
Agree
Agree
Behavioural Intention (BI)
BI 1 Suppose that I have access to m- 1 2 3 4 5

commerce systems, I intent to use them.
BI 2 I will adopt M-commerce as soon as 1 2 3 4 5

possible.
BI 3 I believe my attention towards M- 1 2 3 4 5

commerce will rise in the future.
BI 4 I believe I will use M-commerce in the 1 2 3 4 5

future.
BI 5 I will strongly suggest others to use M- 1 2 3 4 5

commerce.
Page 75 of 75

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Factors Affecting the Adoption of Mobile Commerce Among Generation Y in Malaysia

CHAPTER 1: RESEARCH OVERVIEW

1.1 Research Background

Mobile commerce in Malaysia

1.2 Problem Statement

The adoption of m-commerce is important for both researchers as well as mobile

1.3 Research Objectives

1.3.1 General Objective

To identify factors that affects behavioural intention to use m-commerce by

 To examine whether there is a significant relationship between perceived

 To examine whether there is a significant relationship between perceived ease

 To examine whether there is a significant relationship between social influence

 To examine whether there is a significant relationship between security and the

 To examine whether there is a significant relationship between facilitating

1.4 Research Questions

i. Does perceived usefulness influences the behavioural intention to use m-

iii. Does social influence influences behavioural intention to use m-commerce

iv. Does security influences behavioural intention to use m-commerce among

v. Does facilitating condition influences behavioural intention to use m-commerce

1.5 Significance of the Study

1.6 Chapter Layout

CHAPTER 2: LITERATURE REVIEW

Numerous journals are reviewed to explain what influence the adoption of m-

2.1 Review of Relevant Theoretical Models

2.1.1 Technology Acceptance Model (TAM)

Figure 2.1 Technology Acceptance Model (TAM)

2.1.1.1 Perceived usefulness

2.1.1.2 Perceived Ease of use

2.1.2 Unified Theory of Acceptance and Use Technology (UTAUT)

Figure 2.2 UTAUT model

2.1.2.1 Social Influence

technology acceptance behaviour as the technology usage becomes obligatory. As a

Security is chosen as a variable in this research because of the consumers’ concern.

2.1.2.3 Facilitating Condition

Facilitating condition is considered as non-volitional factors for which behavioural

2.2 Review of the Literature

2.2.1 Dependent Variable: Behavioural Intention to use Mobile

Behavioural intention is usually indicators of the actual purchase, thus, it is necessary

2.2.2 Independent Variable I: Perceived Usefulness

2.2.3 Independent Variable II: Perceived Ease of Use

2.2.4 Independent Variable III: Social Influences

2.2.5 Independent Variable IV: Security

Security in m-commerce consist of passively eavesdropping in others’ communication

The payment method’s security is important if the transaction technique is to acquire

2.2.6 Independent Variable V: Facilitating Condition

Venkatesh et al (2003) has identified availability of guidance and support staff as

2.3 Proposed Theoretical/ Conceptual Framework

IV 2: Perceived Ease of Use H2

*IV= Independent Variable; DV= Dependent Variable; H= Hypothesis

Source: Developed for the research

2.4 Hypotheses Development

2.4.1 Independent Variable I: Perceived Usefulness

The significance of perceived usefulness in the adoption of information system has

HA1: There is a significant relationship between perceived usefulness and the

2.4.2 Independent Variable II: Perceived Ease of Use

2.4.3 Independent Variable III: Social Influence

HA3: There is a significant relationship between social influence and the

2.4.4 Independent Variable IV: Security

Consumer acceptance of a technology is affected by how consumers look at the

HA4: There is a significant relationship between security and the behavioural

2.4.5 Independent Variable V: Facilitating Condition

and the behavioural intention to use m-commerce among generation Y, succeeding

HA5: There is a significant relationship between facilitating condition and the