An Empirical Study on Consumers' Adoption of M-commerce : Application of TAM and TPB Model

초록

Mobile commerce is the next generation of e-commerce, which conducts internet transactions via mobile phones and personal digital assistants. Nowadays, mobile commerce is creating a new era in business and it will continue to broaden the way organizations carry out business. This study captures consumers’ acceptance behaviour towards mobile commerce by applying technology acceptance model(TAM) and theory of planned behaviour model(TPB). This study reviews the literature on technology acceptance model and theory of planned behaviour model; and then develop several hypotheses about the determinants of users' adopt intention in m-commerce context. The main contribution of this study is to empirically examine the application of technology acceptance model and theory of planned behaviour in context of m-commerce. The research model was developed to help explain the underlying the relationships between antecedents and consequences of intention to use m-commerce.

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