Revised Technology Acceptance Model Framework for M-Commerce Adoption
Authors: MANISH GUPTA
Following the E-Commerce era, M-Commerce is the next big phase in the technology involvement and advancement. This paper intends to explore how Indian consumers are influenced to adopt the M-commerce. In this paper, the revised Technology Acceptance Model (TAM) has been presented on the basis of the most dominant factors that affect the adoption of M-Commerce in Indian scenario. Furthermore, an analytical questionnaire approach was carried out to collect data from Indian consumers. These collected data were further used for the validation of the presented model. Findings indicate that customization, convenience, instant connectivity, compatibility, security, download speed in M-Commerce affect the adoption behavior. Furthermore, the findings suggest that perceived usefulness and attitude towards M-Commerce are positively influenced by number of M-Commerce drivers (i.e. download speed, compatibility, convenience, security, customization, connectivity, and input mechanism).
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1131411Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 730
 A. O’Cass and T. Fenench (2003), “Web retailing adoption: Exploring the nature of internet users Web retailing behaviour,” Journal of Retailing and Consumer Services, Vol.10, No.2, pp. 81–94.
 A.L. Lederer, D.J. Maupin, M.P. Sen and Y.L. Zhuang (2000), “The technology acceptance model and the World Wide Web,” Decision Support System, Vol.29, pp. 269–282.
 A.T. Angsana (2002), “International diffusion of M-Commerce: A Coupled-hazard approach,” Thesis written at University of Minnesota for the Department of Information and Decision Sciences Carlson School of Management, Vol.6, No.1, pp. 253–292.
 A. S. Andreou, C. Chrysostomou, C. Leonidou, S. Mavromoustakos, A. Pitsillides, G. Samaras, C. Schizas (2002), “Mobile Commerce applications and services: A design and development approach,” Mobiforum Online Document, pp.1-9.
 B. Wejnert (2002), “Integrating models of diffusion of innovations: A conceptual framework,” Annual Review Sociology,Vol. 28, pp. 297–326.
 C. Coursaris and K. Hassanein (2002), “Understanding M-commerce A consumer-centric Model,” Quarterly Journal of Electronic Commerce, Vol. 3, No.3, pp. 247–271.
 C.H. Liao, C.W. Tsou and M.F. Huang (2007), “Factors influencing the usage of 3G mobil services in Taiwan,” Online Information Review, Vol. 31, No. 6, pp. 759-774.
 D. Gefen (2003), “TAM or just plain habit: A look at experienced online shoppers,” Journal of End Usern Computing, Vol.15, No.3, pp 1–13.
 G.G.M. Pijpers, T.M.A. Bemelmans, F.J. Heemstra and K.A.G.M. Montfort (2001), “Senior executive’s use of information technology,” Information and Software Technology, Vol. 43, No.3, pp. 959–971.
 IAMAI (2015), “India to have 236 million Mobile Internet users by 2016”, Internet and Mobile Association of India, Press Release, 20 July, accessed through: http://iamai.in/media/details/3679.
 J. Choi, H. Seol, S. Lee, H. Cho and Y. Park (2008), “Customer satisfaction factors of mobile commerce in Korea,” Internet Research, Vol. 18, No. 3, pp. 313-335.
 J. Lian and T. Lin (2008), “Effects of consumer characteristics on their acceptance of online shopping: comparisons among different product types,” Computers in Human Behavior, Vol. 24, No. 1, pp. 48-65.
 J.C. McIntosh and J.P. Baron (2005) “Mobile commerce's impact on today's workforce: issues, impacts and implications,” International Journal of Mobile Communications, Vol. 3, No. 2, pp. 99-113.
 K.L. Kraemer, V. Gurbaxani and J.L. King (1992), “Economic development, government policy, and the diffusion of computing in Asia-Pacific countries,” Public Administrative Review,Vol. 52, No.2, 146–156.
 L.D. Chen, M.L. Gillenson and D.L. Sherrell (2002), “Enticing online consumers: an extended technology acceptance perspective,” Information & Management, Vol. 39, No. 8, pp. 705-19.
 P. Legris, J. Ingham and P. Collerette (2003), “Why do people use information technology. A critical review of the technology acceptance model,” Information and Management, Vol. 40, No.3, pp.191–204.
 M. Khalifa and N.K. Shen (2008), “Explaining the adoption of transactional B2Cmobile commerce,” Journal of Enterprise Information Management, Vol. 21, No. 2, pp. 110-124.
 M. Srivastava (2015), “Mobile Internet users in India to double by 2017, says study”, Live Mint E-Paper, 8 August, accessed through http://www.livemint.com/Industry/VThUq5I4BivpTDZdQb5sNN/Mobile-Internet-users-in-India-to-double-by-2017-says-study.html.
 Md. A. Islam, M.A. Khan and T. Ramayah (2011), “The Adoption of Mobile Commerce Service among Employed Mobile Phone Users in Bangladesh: Self-efficacy as A Moderator”, International Business Research, Vol. 4, No. 2, pp. 80-89.
 P. Tarasewich, R. Nickerson and M. Warkentin (2002), “Issues in Mobile e-Commerce,” Communications of the Association for Information Systems, Vol. 8, No.42, pp. 41-64.
 P.A. Pavlou (2003), “Consumer acceptance of electronic commerce: Integrating trust and risk with the Technology Acceptance Model” International Journal of Electronic Commerce, Vol.59, No.4, pp.69-103.
 P.J. Hu, P.Y. Chau, K.L. Sheng, R. Olivia and K.Y. Tam (1999), “Examining the technology acceptance model using physician acceptance of telemedicine technology,” Journal of Management Information System Vol.16, No.2, pp. 91–112.
 P.R. Chowdhury (2013), “E-Commerce Vs M-Commerce”, Blog posted on Techmark: Technology & Marketing, 30 August, https://sanleen.wordpress.com/2013/08/30/e-commerce-vs-m-commerce/.
 R. Agarwal and E. Karahanna (2009) “On the multi-dimensional nature of compatibility beliefs in technology acceptance,” DIGIT available at: http://discnt.cba.uh.edu/chin/digit98/first.pdf, accessed 30 June 2009.
 S.K. Tang and C.T.H. Ann (2015), “Forget e-commerce, m-commerce is where India's potential lies”, CNBC, Thursday, 26 Nov 2015, 6:29 PM ET.
 S.M. Goldman (2010), “Transformers”, Journal of Consumer Marketing, Vol. 27, No. 5, pp. 469-73.
 S.S. Grosche and H. Knospe (2002), “Secure mobile commerce,” Special Issue of the IEE Electronics and Communication Engineering Journal on Security for Mobility, Vol. 14, No. 5, pp. 228-38.
 S.Y. Ho and S.H. Kwok (2003), “The attraction of personalized service for users in mobile commerce: an empirical study”, SIGE com Exchange, Vol. 3, No. 4, pp. 10-18.
 T. Shuster (2001), Pocket internet and m-commerce: How will it fly? Accessed from http://www.gwu.edu/emkt/Ecommerce/file/ Mcommerce.pdf. (accessed on 15, July, 2016)
 T.T. Wei, G. Marthandan, A.Y.L. Chong, K.B. Ooi and S. Arumugam (2009), “What drives Malaysian m-commerce adoption? An empirical analysis,” Industrial Management and Data Systems, Vol.109, No.3, pp.370-388.
 M. Fishbein and I. Ajzen (1975), “Belief, attitude, intention and behavior: An introduction to theory and research. Reading”, MA: Addison-Wesley.