Factors affecting the attitude toward mobile commerce usage among Lebanese consumers: A conceptual Framework.

Mobile commerce is a worldwide innovation. However, in Lebanon, several factors are hindering its development. Therefore, our objective is to find the factors influencing the consumer’s attitude toward the use of mobile commerce and to create a research model reflecting our findings. This research revises the basic theories of technology adoption and studies conducted in m-commerce, e-commerce, and related fields. An exploratory study of deep interviews with 14 consumers and experts was held, and a content analysis by themes was performed to show the consistent variables for our conceptual framework. New derived variables, the situational factor and digital culture tend to moderate the relations between independent and dependent variables. Service availability, self-efficacy and social-influence significantly influence the consumer’s attitude toward the use of m-commerce, while cost is negatively affected. This study has both theoretical and managerial implications, it presents a new research model compared to prior studies in online service technologies, especially in mobile commerce. In addition, results provide online businesses with many trusted recommendations for their strategic plans based on analyzed and accurate data.