M-commerce: Examining the Adoption of Mobile Commerce in Bangkok, Thailand: The Moderating Effect of Education Level

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Pornprom Suthatorn


This research examined the adoption of mobile commerce in retail mobile shopping service in Bangkok, Thailand. Theory of planned behavior (TPB) was selected as a conceptual model to investigate the mobile user’s adoption in purchasing retail products via their smart devices. This study enhanced an existing TPB model by investigating how user’s education level affect their adoption of m-commerce by proposing the education level as a moderator between intention to adopt mobile commerce and behavioral of adoption mobile commerce. The questionnaire survey data from 168 respondents who live in Bangkok were collected. The results from a partial least squares regression analysis statistically supported seven of eight hypotheses of the proposed theoretical model. The finding illustrated that attitude, subjective norm toward m-commerce influenced the user’s behavior of adoption through their intention to use m-commerce. Moreover, the results also found that users who have a higher education level tend to adopt m-commerce more than who possessed a lower level of education. This research suggested the company should concerned users’ attitude toward m-commerce by not only considering the ease of use of their m-commerce’s user interface but also the security issue, and focusing in influencers who were able to influence new users.

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How to Cite
Suthatorn, P. . (2020). M-commerce: Examining the Adoption of Mobile Commerce in Bangkok, Thailand: The Moderating Effect of Education Level. Dusit Thani College Journal, 13(2), 307–329. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241074
Research Article


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