An Enhanced Technology Acceptance Model to Measure the Usability of E-Commerce Application for Agricultural Services

E-commerce is considered an important factor in the new economy, as it began to spread in many developing countries and contributed to the implementation of their development plans. It is estimated that e-commerce activities will be a major source of foreign exchange and an indicator of national development. However, there is a dearth of studies regarding the adoption or acceptance of the use of e-commerce in developing countries, including Libya. This study aims to develop and enhance the Technology Acceptance Model (TAM) to fit the measurement of the usability of e-commerce for agricultural products in Libya. External variables were added to the original TAM model due to their impact on the adoption of e-commerce acceptance in developing countries. The proposed variables were tested by a group of experts using a special questionnaire. A website was designed to implement the proposed model, and a second questionnaire was distributed to use it. The study results showed that the variables added to the model, i.e., age, security concerns, experience, privacy, web skills, and computer proficiency, were fully confirmed and verified by experts. The results also showed that all values of Cronbach’s alpha stability coefficients for all study variables as well as for the overall result are high.