The increasingly high penetration rate of mobile phones and the consequent exposure of subscribers to mobile technology present high hopes for the adoption of mobile commerce. Are such hopes justified? In this study, we address this question. More specifically, we develop and empirically test a model for explaining the role of exposure to mobile technology in the adoption of mobile commerce. The proposed model extends well-established behavioral theories with new constructs representing various forms of exposure, i.e., trial, communication and observation. The empirical results show significant both indirect (mediated by other constructs) and moderating effects of exposure on the intention of adopting mobile commerce.