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Title |
Impact Investigation of Perceived Cost and Perceived Risk in Mobile Commerce: Analytical Study of Pakistan |
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Author |
M. M. Rind, Mansoor Hyder, A. Sattar Saand, Tami Alzabi, Haque Nawaz, I. Ujan |
| Citation |
Vol. 17 No. 11 pp. 124-130 |
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Abstract |
This paper is intended to examine the impact of perceived risk and perceived cost to accept mobile commerce in Pakistan. This research uses extended Technology Acceptance Model (TAM).The proposed model was tested through Structural Equation Modeling (SEM) with the help of Analysis of Moment Structures (AMOS) software using sample data of 414 responses collected through clustered sampling approach, on seven point Likert scale. Findings indicate that risk, cost, perceived ease of use and perceived usefulness are the considerable factors that influence the behavioural intention to accept M-commerce. Results further indicate that 71.4% variance in behavioural intention is explained by its predictor variables. Moreover, Pakistani consumers have some reservations about the cost and risk factors involved in M-commerce. Results indicate negative correlation between cost, risk and behavioural intention. Therefore, both cost and risk can be considered barriers in large scale diffusion of M-commerce in Pakistan. Besides many contributions, this research seizes many significant practical and theoretical implications for researchers, practitioners, policy makers, retailers, managers, technology consultants, software vendors, information systems developers, investors. |
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Keywords |
TAM, Perceived Risk, Perceived Cost, Mobile Commerce, Pakistan |
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