American International Journal of Research and Innovation

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Mobile Commerce Adoption and Consumer Buying Behavior

Author(s) Keiko Yamaguchi
Country United States
Abstract Mobile Commerce (M-Commerce) has transitioned from an auxiliary digital sales channel into the dominant touchpoint driving global retail transactions and consumer decision-making. However, while mobile penetration is nearly ubiquitous, conversion rates often lag behind desktop environments due to friction in user interface (UI) design, heightened security concerns, and cognitive fatigue during mobile checkout. This study develops an integrated conceptual framework and simulation model to analyze how multi-dimensional mobile commerce adoption factors—perceived ease of use, perceived usefulness, mobile payment security, UI/UX engagement, and hyper-personalized recommender systems—reshape consumer buying behavior. Grounded in the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and Impulse Buying Theory, the framework evaluates three operational maturity levels: Legacy Mobile Web, Optimized Native Application, and AI-Hyper-Personalized Ecosystem.
A composite Mobile Commerce Adoption Index (MCAI) is introduced to quantify platform capability and predict consumer purchase conversion, impulse buying propensity, and customer lifetime loyalty. Simulated findings reveal that advancing from a legacy mobile web infrastructure to an AI-driven personalized app ecosystem elevates the composite MCAI score from 49.0 to 90.2, yielding a corresponding increase in checkout completion rates from 28% to 84%. The paper concludes with actionable strategic imperatives for retail marketers seeking to minimize mobile cart abandonment and cultivate long-term digital customer equity.
Keywords mobile commerce adoption; consumer buying behavior; technology acceptance model; impulse buying; mobile payment security; personalized UX; friction reduction.
Field Engineering
Published In Volume 2, Issue 4, July-August 2020
Published On 2020-07-29
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