Antecedents to Perceived Usefulness of M-Commerce: An Application of Technology Acceptance Model

Abstract

The aim of this research work is to examine the originator which is affecting in Thailand the adoption of m-commerce (based on the behavioural intention). The usage of m-commerce has faced reluctance by the subscribers of mobile phone, which is in general the most anticipated challenge among both the developing and developed countries. Similarly, there are restricted empirical research work regarding to the m-commerce in Thailand. As a result, in the situation of developing countries (for instance, Thailand specially), very less numbers of research exist for the recognition of important variables for the m-commerce installation or estimating the m-commerce adoption variables. For explaining the behavioural targets of subscribers and for estimation generally the model that has been used is referred to as technology acceptance model (TAM). First, the factor subjective norms by the region of technology acceptance had contradictory outcomes and inconsistency to the behavioural target. In this study, we employed the Smart Partial Least Square Structural Equation Modelling version 3.2.6 as a data analysis technique. The response rate of the current study is 81%. The results have certainty that has established the presence of these associations between the users which implicated the significance of subjective norms in Thailand which were recognized. The personal opinion of usefulness, perceptions of attitude and easy usage to m-commerce are the important features towards the subjective norms which are the social impacts.

Citation

Jermsittiparsert, K., Wongsuwan, N. and Akkaya, B. (2023), "Antecedents to Perceived Usefulness of M-Commerce: An Application of Technology Acceptance Model", Akkaya, B. and Tabak, A. (Ed.) Two Faces of Digital Transformation, Emerald Publishing Limited, Leeds, pp. 157-175. https://doi.org/10.1108/978-1-83753-096-020231012