An Extended TAM for Analyzing Adoption Behavior of Mobile Commerce

Abstract

This study based on the technology acceptance model (TAM) and theory of planned behaviour (TPB) presents an extended TAM that integrates trust related construct (‘perceived credibility’) and two resource-related constructs (‘perceived self-efficacy’ and ‘perceived cost’) into the TAM to analyzing adoption behavior of mobile commerce (MC). The proposed model was empirically tested using data collected from a survey of MC consumers. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Our findings indicated that all variables except perceived ease of use significantly affected users’ behavioral intention. The implication of this work to both researchers and practitioners is discussed.