Technology Acceptance Model (TAM) has been used to predict adoption of technology in various contexts. This study was done to discover the critical factors leading to adoption of mobile commerce by applying Technology Acceptance Model (TAM). The research has incorporated additional variables of Hedonic Motivation, Subjective Norm, Perceived Risk and Trust which are postulated as determinants of user acceptance along with Perceived Usefulness and Perceived Ease of Use, provided in TAM. The study is done in India where there are large numbers of mobile subscribers (1033 million) and mobile commerce is expected to grow at Compound Annual Growth Rate of 55%. A survey collected data related to mobile commerce behavior and demographic profiles of respondents. Exploratory factor analysis was applied and then regression was conducted on reduced statements. Results indicated that Perceived Usefulness, Perceived Ease of Use and Subjective Norm have a significant relationship with Attitude towards m-commerce. Perceived Usefulness also has a positive impact on Intention to Use m-commerce. These results further confirm validity of TAM in predicting consumer acceptance of technology. Amongst the three Hedonic Motivation factors, Pleasure influenced intention to use m-commerce significantly while Dominance and Arousal did not impact the user intention significantly. Finally, Subjective Norm, Perceived Risk and Trust did not significantly affect Intention to Use m-commerce.
Volume 11 | 09-Special Issue
Pages: 423-430
DOI: 10.5373/JARDCS/V11/20192588