User adoption of mobile commerce in Bangladesh: Integrating perceived risk, perceived cost and personal awareness with TAM
- 10.2991/itmr.2017.6.3.4How to use a DOI?
- Mobile commerce, Adoption, Technology Acceptance Model (TAM), Developing Countries
This paper develops and tests a model for predicting user adoption of mobile commerce (i.e. e-commerce using mobile phones) in developing countries. The model takes up the Technology Acceptance Model (TAM) determinants of perceived usefulness and perceived ease of use, and extends these through the inclusion of three further determinants: perceived risk, perceived cost and personal awareness to enable prediction of the likelihood of mobile commerce adoption by users in the developing world. 575 usable surveys were gathered from the urban, semi-urban and rural areas of Bangladesh. Perceived risk and perceived usefulness were found to be the most influential factors effecting mobile commerce adoption, while the effect of perceived ease of use and personal awareness was found to be low although significant. The study reconfirmed the need of extending TAM model, in the context of mobile commerce, to address both it’s transactional and non-transactional components. Service providers need to ensure high levels of security and privacy to reduce user’s perceptions of risk. Mobile commerce services and technologies should be upgraded to world standard to make them more useful to users.
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - JOUR AU - Mohammed Mizanur Rahman AU - Terry Sloan PY - 2017 DA - 2017/04/30 TI - User adoption of mobile commerce in Bangladesh: Integrating perceived risk, perceived cost and personal awareness with TAM JO - The International Technology Management Review SP - 103 EP - 124 VL - 6 IS - 3 SN - 1835-5269 UR - https://doi.org/10.2991/itmr.2017.6.3.4 DO - 10.2991/itmr.2017.6.3.4 ID - Rahman2017 ER -