Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 8
First page : ( 148) Last page : ( 158)
Print ISSN : 0000-0000. Online ISSN : 2249-7307.

An exploration of b2c mobile commerce adoption in Ghana: An empirical integration of technology acceptance model (TAM) and theory of planned (TPB) behaviour

Iddris Faisal

*Department of Management Studies, University of Education, Winneba, Kumasi, Kumasi.

Abstract

Mobile commerce is expected to grow exponentially given the high penetration of mobile devices in Ghana, however just a few M-commerce applications have been able to meet expectations. The purpose of this paper is to explore behavioral processes involved in mobile commerce acceptance and use in B2C market. User experience and Age was incorporated into the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to predict intentions to use M-commerce. Hierarchical multiple regression analysis was applied to test each theory, as well as user experience, and the variables’ interactive effects on the criterion of M-commerce usage intentions. Both TAM and TPB were supported in their predictions of M-commerce usage intentions and usage.

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Keywords

M-commerce, Students, Ghana, Multiple regression analysis.

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