Hybrid SEM and Neural Network Approach to Understand and Predict the Determinants of Consumers’ Acceptance and Usage of Mobile-Commerce Application

Mobile commerce has become an important marketing channel with the increasing usage of internet by consumers. However, Privacy and security are still a concern in m-commerce applications. Since the previous studies have investigated the link between security and privacy and purpose to use, the factors that influence the formation of privacy and security in mcommerce are mostly unidentified. On the basis of UTAUT2, this study investigates the factors of security and privacy affecting mobile commerce acceptance. A hybrid SEM-ANN method was utilized to identify non-linear and compensatory interactions. Compensatory and Linear models are based on the idea that a deficiency in one component might also be compensated by other variables. Linear and Non-compensatory models, on the other hand, seem to overcomplicate buyer decision mechanisms. Survey criteria have been conducted to obtain 890 mobile commerce consumer’s datasets utilizing an application on m-commerce. The following are the results. (1) M-commerce acceptability and use were positively influenced by five determinants (Security, performance expectancy, effort expectancy, habit, and price value). (2) Un-authorization, Error, secondary usage, collection, control, and awareness were all shown to directly and significantly negatively impact M-COMMERCE acceptance and use. (3) Three additional variables (social influence, hedonic motivation, and facilitating conditions) did not affect customers' intentions to use m-commerce applications in Jordan. In m-commerce, the integrated model expects a 45% increase in security and privacy.