The future of m-commerce : prediction of the adoption of m-commerce in underdeveloped countries using the extended Technology Acceptance Model (TAM)

The aim of this paper is to develop a model for predicting the user’s acceptance behaviour of m-commerce (e.g. e-commerce through mobile phone) in underdeveloped countries. The Technology Acceptance Model (TAM) has been chosen for this purpose because it is widely used and tested both theoretically and empirically in the field of m-commerce. Our proposed model takes up TAM determinants of perceived usefulness and perceived ease of use and then extends these with the inclusion of perceived risk, cost and public awareness to predict the adoption of m-commerce in underdeveloped world. The model will be tested as part of the extension of this research project. The outcomes of this research will help the key participants of m-commerce such as mobile companies and networks, financial organizations, business planners and government agencies to investigate the influential factors that can affect the customers’ behaviour in adoption of mobile commerce in underdeveloped countries