Experience of Ubiquitous Computing Technology Driven Mobile Commerce in Africa: Impact of Usability, Privacy, Trust, and Reputation Concern
Keywords:Ubiquitous commerce, Ubiquitous computing, Mobile commerce, Technology, User experience
The concept of ubiquitous computing allows the seamless: anywhere, anytime, anyone interaction of computing devices and technology. Ubiquitous commerce simply known as u-commerce is an evolution of commerce based on recent innovations and advancement in computing technology. The aim of this study is to understand the impact of ubiquitous computing technologies on users, with a special focus on ubiquitous commerce. The study used the quantitative method and targeted the mobile device users for online shopping in Nigeria with convenience sampling technique. The data collected was analyzed using SmartPLS 2.0 with partial least square structural equation modelling. The study results confirmed the significant role of trust as a mediator between the reputation and u-commerce user’s experience, and usability and privacy directly predict the ubiquitous commerce user’s experience. The study advances with managerial implications and finally pinpoint the limitations and propose future studies.
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