Aceitação e uso de M-commerce por estudantes universitários.

Abstract

Acceptance and use of M-commerce by university students. Despite the vast literature on the use and acceptance of technologies by consumers, there are still few works that deal with the intention and buying behavior of university students in mcommerce applications. The present study aimed to analyze the antecedent factors of the use of mobile applications in the purchasing behavior of university students. Through a model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), a Structural Equation Modeling was developed, with an online survey with the target audience (university students), obtaining a sample of 256 respondents. The results showed that the expectation of effort, social influence, facilitating conditions and habit are positively related to the purchase intention of university students in mobile applications, however, the same does not occur with the variables performance expectation, hedonic motivation and price value. It was also found that purchase intention is a positive and significant precedent of consumer buying behavior. The article contributes to a better theoretical understanding of the reasons why young people make purchases through mobile applications, especially the factors that are related to the intention to buy and that, consequently, motivate their behavior.