Mobile Commerce

About the Project

One of the early theories of technology adoption is the Technology Acceptance Model (TAM). We add to this theoretical framework by extending the model with the construct of facilitating conditions. In the case of mobile commerce, consumers need to be assured that the network is reliable, that transactions will be completed accurately and that assistance is readily available should anything go wrong. We added age as a moderating variable. The extended model was tested via a survey of US consumers.

About the Researcher

Norman Shaw is an Associate Professor at the Ted Rogers School of Management. His research focus is consumer adoption of apps for mobile commerce.