A conceptual model of mobile commerce acceptance in collectivist cultures

The paper aims to develop a model that can explain the critical determinants that influencing the behavioral intention (BI) of mobile commerce (m-commerce) in collectivist cultures such as the Arab culture; particularly Jordan. The proposed model employs the technology acceptance model (TAM). TAM has been augmented with subjective norms (SN) from the Theory of Reasoned Action (TRA). The augmented model further decomposed SN into different levels. In addition, three variables were used to extended TAM: Personal innovativeness in IT (PIIT) from Diffusion of Innovations (DOI), Facilitating Conditions (FC) from Decomposed Theory of Planned Behavior (DTPB) and cost derived from literature. M-commerce acceptance literature revealed the majority of the researches were conducted in developed nations. Moreover, the academic research of m-commerce acceptance in the Arab world is limited; therefore, there has been little attempt to fill the gap in understanding the antecedents of BI to accept m-commerce in the region. This conceptual model will provide a foundation for future research and a greater knowledge of the potential users of m-commerce adoption in Jordan.