This research applies an extended Unified Theory of Adoption and Use of Technology (UTAUT) model to consumer intentions to switch from other retail channels to mobile commerce in Thailand. Mobile commerce is a rapidly growing segment of the consumer market, but remains in an early stage of adoption in many markets. A survey of Thai consumers (n = 458) was conducted online and analyzed using a structural equation modeling (SEM) approach. Findings showed that the extended UTAUT model, which included online social support and convenience, significantly explained the consumer decision to engage in mobile commerce. However, direct incentives (discounts and referral codes) were not significant. The implication of these findings is that mobile commerce providers need to focus on building social support for the technology itself, rather than relying on marketing tools like discounts or referral codes if they want to shift sales away from other retail channels.
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