Exploring Factors Affecting Mobile Services Adoption by Young Consumers in Cameroon Frank Wilson Ntsafack 1 , Jean Robert Kala Kamdjoug 1( ✉ ) , and Samuel Fosso Wamba 2 1 Université Catholique d’Afrique Centrale, FSSG, GRIAGES, Yaounde, Cameroun ntsafackf@yahoo.fr, jrkala@gmail.com 2 Toulouse Business School, France, Université Fédérale de Toulouse Midi-Pyrénées, 20 Boulevard Lascrosses, 31068 Toulouse, France s.fosso-wamba@tbs-education.fr Abstract. With the advancement of mobile devices and sophisticated mobile data transmission technologies nurtured by telecommunication providers of 4G services, m-commerce has become an important platform for easier consumer interactions. It’s in this light that researchers have been paying much attention to how businesses, can reach specific consumer segments such as teens and young adults. This research aims to investigate factors predicting the consumer’s inten‐ tion to adopt m-commerce in Cameroon, but also the moderating effects of demo‐ graphic variables on such prediction. Data were collected from 262 Cameroonian respondents aged less than 45, as the category of unconditional IT users in Came‐ roon. A quantitative approach based on the PLS-SEM algorithm was used. Results showed no significant moderating effect of age and gender for the hypothesis: Behavioural intention positively influences consumer intention to adopt m- commerce. Findings are expected to help companies dealing with m-commerce to better formulate marketing strategies to attract more users. Keywords: m-commerce · Consumer intention · Demographic variables UTAUT · TAM · Factors of adoption · Cameroon 1 Introduction Mobile phone has dominated the lifestyle of consumers worldwide, especially the youngsters. According to Emarketer, mobile phone penetration rate will rate from 61.1% in 2013 to 69.4% in 2017 [1]. Cameroon is not on the side-lines of this impressive progression. Statistics on the development of ITs in the country confirm this trend. In fact, the Cameroon’s population is estimated at some 23 924 407 inhabitants in 2016 [2]; the number of mobile telephony users is estimated at 16 331 852 (2016), for a penetration rate of 68.267%. Moreover, a study carried out by Internet Lives (2016) shows that the country totals about 4.3 million Internet users, for a penetration rate estimated at 18%. This rate seems very much higher than the statistics of 2011 where the number of internet users was estimated at only 1.055 million, with a penetration rate of 5% [3]. Therefore, m-commerce in a great opportunity for companies in Cameroon, especially in a global world where local enterprises are directly in competition with local and foreign © Springer International Publishing AG, part of Springer Nature 2018 Á. Rocha et al. (Eds.): WorldCIST'18 2018, AISC 746, pp. 46–57, 2018. https://doi.org/10.1007/978-3-319-77712-2_5