User adoption of mobile commerce in Bangladesh: Integrating perceived risk, perceived cost and personal awareness with TAM

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, semiurban 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.

[1]  Mari Suoranta,et al.  Adoption of mobile banking in Finland , 2003 .

[2]  Mathupayas Thongmak,et al.  M-Banking in Metropolitan Bangkok and a Comparison with other Countries , 2011, J. Comput. Inf. Syst..

[3]  France Bélanger,et al.  Trust and Risk in eGovernment Adoption , 2008, AMCIS.

[4]  Leslie Leong,et al.  Theoretical models in IS research and the technology acceptance model (TAM) , 2003 .

[5]  Abu Jafar Mohammad Sufian,et al.  Methods and Techniques of Social Research , 2015 .

[6]  Margherita Pagani.  Determinants of adoption of third generation mobile multimedia services , 2004 .

[7]  Kyung Kyu Kim,et al.  Initial trust and the adoption of B2C e-commerce: The case of internet banking , 2004, DATB.

[8]  Amit Srivastava,et al.  Incorporating M-Commerce into Organizational Strategy: A Case Study in the Tourism Sector , 2007, AMCIS.

[9]  Olivia R. Liu Sheng,et al.  Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology , 1999, J. Manag. Inf. Syst..

[10]  Angappa Gunasekaran,et al.  A review for mobile commerce research and applications , 2007, Decis. Support Syst..

[11]  M. Fusilier,et al.  An Exploration of Student Internet Use in India: The Technology Acceptance Model and the Theory of Planned Behaviour. , 2005 .

[12]  Sang-Chul Lee,et al.  Determinants of behavioral intention to mobile banking , 2009, Expert Syst. Appl..

[13]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[14]  Per E. Pedersen,et al.  Intentions to use mobile services: Antecedents and cross-service comparisons , 2005 .

[15]  Pin Luarn,et al.  AIS Electronic Library (AISeL) , 2017 .

[16]  Pruthikrai Mahatanankoon,et al.  Why Won't Consumers Adopt M-Commerce? An Exploratory Study , 2007 .

[17]  Xin Luo,et al.  Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services , 2010, Decis. Support Syst..

[18]  Shuang Xu,et al.  Usability for Mobile Commerce Across Multiple Form Factors , 2002, J. Electron. Commer. Res..

[19]  Amir Albadvi,et al.  Drivers and Barriers of E-banking Adoption: Case of Karafarin Bank , 2009, 2009 Third International Conference on Digital Society.

[20]  Maro Vlachopoulou,et al.  Modeling users’ acceptance of mobile services , 2012, Electronic Commerce Research.

[21]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[22]  Matti Rossi,et al.  The impact of use context on mobile services acceptance: The case of mobile ticketing , 2009, Inf. Manag..

[23]  Paula Kotzé,et al.  Cultural Factors in a Mobile Phone Adoption and Usage Model , 2008, J. Univers. Comput. Sci..

[24]  George Rigopoulos,et al.  Journal of Internet Banking and Commerce a Tam Framework to Evaluate Users' Perception towards Online Electronic Payments , 2022 .

[25]  Rosa E. Rios,et al.  The moderating effect of gender in the adoption of mobile banking , 2010 .

[26]  Alain Yee-Loong Chong,et al.  What drives Malaysian m-commerce adoption? An empirical analysis , 2009, Ind. Manag. Data Syst..

[27]  Hua Dai,et al.  Mobile commerce adoption in China and the United States: a cross-cultural study , 2009, DATB.

[28]  James E. Yao,et al.  Exploring Factors Associated with Wireless Internet via Mobile Technology Acceptance in Mainland China , 2014, Communications of the IIMA.

[29]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[30]  Ali AlSoufi,et al.  Customers perception of mbanking adoption in Kingdom of Bahrain: an empirical assessment of an extended tam model , 2014, ArXiv.

[31]  Peter Meso,et al.  Towards a model of consumer use of mobile information and communication technology in LDCs: the case of sub‐Saharan Africa , 2005, Inf. Syst. J..

[32]  J. Pallant.  SPSS survival manual : a step-by-step guide to data analysis using SPSS version 15 , 2007 .

[33]  Per E. Pedersen,et al.  Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters , 2005, J. Organ. Comput. Electron. Commer..

[34]  Suddin Lada,et al.  The Adoption of Mobile Banking in Malaysia: The Case of Bank Islam Malaysia Berhad (Bimb) , 2008 .

[35]  Paul A. Pavlou,et al.  Predicting E-Services Adoption: A Perceived Risk Facets Perspective , 2002, Int. J. Hum. Comput. Stud..

[36]  Xiaolu Cheng,et al.  Notice of RetractionA comparative study of consumers' acceptance model in mobile-commerce , 2010, 2010 2nd International Conference on Computer Engineering and Technology.

[37]  Alemayehu Molla,et al.  Perceived E-Readiness Factors in E-Commerce Adoption: An Empirical Investigation in a Developing Country , 2005, Int. J. Electron. Commer..

[38]  E. McKinney,et al.  Extending the Technology Acceptance Model and the Task-Technology Fit Model to Consumer E-Commerce , 2004 .

[39]  Roula Michaelides,et al.  Technology acceptance and m-commerce in an operational environment , 2006, J. Enterp. Inf. Manag..

[40]  Bernadette Szajna,et al.  Empirical evaluation of the revised technology acceptance model , 1996 .

[41]  KENNETH C.C. YANG.  Advertising Discourses and Mobile Telephone Adoption in Taiwan , 2001 .

[42]  Lei da Chen,et al.  A model of consumer acceptance of mobile payment , 2008, Int. J. Mob. Commun..

[43]  Shallone K. Chitungo,et al.  Extending the Technology Acceptance Model to Mobile Banking Adoption in Rural Zimbabwe , 2013 .

[44]  Judy Drennan,et al.  An investigation of consumer acceptance of M-Banking in Australia , 2010 .

[45]  Luzhuang Wang,et al.  The Impact of Use Context on Mobile Payment Acceptance: An Empirical Study in China , 2012 .

[46]  Myeong-Cheol Park,et al.  Mobile internet acceptance in Korea , 2005, Internet Res..

[47]  ChauShen Chen.  Perceived risk, usage frequency of mobile banking services , 2013 .

[48]  Ulun Akturan,et al.  Mobile banking adoption of the youth market , 2012 .

[49]  Jen-Her Wu,et al.  What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model , 2005, Inf. Manag..

[50]  Gi Mun Kim,et al.  Understanding dynamics between initial trust and usage intentions of mobile banking , 2009, Inf. Syst. J..

[51]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[52]  Madhurima Deb,et al.  An empirical examination of customers’ adoption of m-banking in India , 2014 .

[53]  Abdul Kabeer Kazi,et al.  Factors affecting adoption of mobile banking in Pakistan: Empirical Evidence , 2013 .

[54]  D. Gefen,et al.  Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services , 2004 .

[55]  Marios Koufaris,et al.  Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior , 2002, Inf. Syst. Res..

[56]  Laku Chidambaram,et al.  A test of the technology acceptance model: the case of cellular telephone adoption , 2000, Proceedings of the 33rd Annual Hawaii International Conference on System Sciences.

[57]  Ibrahim M. Al-Jabri,et al.  Mobile Banking Adoption: Application of Diffusion of Innovation Theory , 2012 .

[58]  Mohamed Khalifa,et al.  Explaining the adoption of transactional B2C mobile commerce , 2008, J. Enterp. Inf. Manag..

[59]  Tiago Oliveira,et al.  International Journal of Information Management , 2014 .

[60]  Sigi Goode,et al.  Exploring mobile commerce intention: Evidence from Australia , 2010, 2010 10th International Symposium on Communications and Information Technologies.

[61]  T. Ramayah,et al.  The Adoption of Mobile Commerce Service among Employed Mobile Phone Users in Bangladesh: Self-efficacy as a Moderator , 2011 .

[62]  I. Ajzen.  The theory of planned behavior , 1991 .

[63]  Per E. Pedersen,et al.  Usefulness and Self-Expressiveness: Extending TAM to Explain the Adoption of a Mobile Parking Service , 2003, Bled eConference.

[64]  Sonja Wiley-Patton,et al.  Does the extended technology acceptance model apply to physicians , 2003, 36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the.

[65]  Hsi-Peng Lu,et al.  Factors affecting purchase intention on mobile shopping web sites , 2009, Internet Res..

[66]  Craig Standing,et al.  An adoption model for mobile banking in Ghana , 2009, Int. J. Mob. Commun..

[67]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[68]  June Lu,et al.  Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology , 2005, J. Strateg. Inf. Syst..

[69]  Shintaro Okazaki,et al.  New Perspectives on M-Commerce Research , 2005 .

[70]  Gino Verleye,et al.  User-centered E-Government in practice: A comprehensive model for measuring user satisfaction , 2009, Gov. Inf. Q..

[71]  Enrique Bigné,et al.  Key drivers of mobile commerce adoption an exploratory study of Spanish mobile users , 2007 .

[72]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[73]  Sungjoo Lee,et al.  Customer satisfaction factors of mobile commerce in Korea , 2008, Internet Res..

[74]  Won Jun Lee,et al.  User Acceptance of the Mobile Internet , 2002 .

[75]  Alan D. Smith,et al.  Exploring m-commerce in terms of viability, growth and challenges , 2006, Int. J. Mob. Commun..

[76]  Mohammed Mizanur Rahman,et al.  Barriers to M-commerce Adoption in Developing Countries – A Qualitative Study among the Stakeholders of Bangladesh , 2013 .

[77]  Shirley Gregor,et al.  Educate to Innovate: Fast Tracking ICT Management Capabilities Amongst the Key Government Officials for eGovernment Implementation in Bangladesh , 2008 .

[78]  2013 , 2018, Eu minha tía e o golpe do atraso.

[79]  Helen I Meissner,et al.  Examination of population-wide trends in barriers to cancer screening from a diffusion of innovation perspective (1987-2000). , 2004, Preventive medicine.

[80]  Fakhraddin Maroofi,et al.  An Investigation of Initial Trust in Mobile Banking , 2013 .

[81]  Hamza Khraim.  Factors Affecting Jordanian Consumers ’ Adoption of Mobile Banking Services , 2011 .

[82]  Han Yi,et al.  Trust and e-commerce: a study of consumer perceptions , 2003, Electron. Commer. Res. Appl..

[83]  A. Palmer,et al.  Predicting young consumers' take up of mobile banking services , 2010 .

[84]  Robert A. Opoku,et al.  Preliminary Insights into M-commerce Adoption in Ghana , 2007 .

[85]  Fred D. Davis.  User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts , 1993, Int. J. Man Mach. Stud..