Paper Title (use style: paper title)

University of Sindh Journal of Information and Communication Technology (USJICT)

Volume 1, Issue 1, October 2017


ISSN: 2521-5582

Website:††††††††† ††††††††††††††††© Published by University of Sindh, Jamshoro.




Conceptual Framework for understanding Mobile Commerce



Sajeela Ashfaque Tago1, Fida Hussain Chandio1, Mohammed Saleem Chandio1, Mohammad Sharif

Abbasi2, Hira Fatima Naqvi1.

1Institute Mathematics and Computer Science, University of Sindh Jamshoro, Pakistan

2Institute of Public Administration, University of Sindh, Jamshoro, Pakistan

[email protected], [email protected], [email protected],

[email protected], [email protected]


Abstract: For progressive development and dissemination of mobile commerce applications, the most important thing is the satisfaction and consolation of consumer. The theoretical model proposed in this study is based on revised technology acceptance model (TAM) that comprises of the distinct features from mobile commerce, electronic business and information systems domain. It helps to enlarge our comprehension of the application, implication, utility and usage of mobile commerce applications. The crucial and critical factors, as identified from the literature, incorporated in the proposed model are social influences, facilitating conditions, interface design, and experience. This work will be helpful for designers and developers of mobile commerce applications.


Keyword: Mobile Commerce Acceptance, TAM, Technology Acceptance Model, Pakistan



                                                                                                                                                     I.          INTRODUCTION

In the domain of information and communications technology sectors, the World Wide Web is one of the most characteristic advancements. The www has been an easy medium to provide an immense variety of services, not least, the ability to proceed out transactions and improve communications in business (Clarke 2001). Mobile commerce insinuates to any transaction with administrative value that is executed through mobile or wireless network. The mobile commerce proceeds ahead at greater speed in present world. According to Gartner, world wide mobile phone sales to consumers totalized 1.6 billion units in 2010, a 31.8% increase from 2009; and the smart phone sales to consumers were up 72.1% from 2009 and accounted for 19 % of total mobile phone sales in 2010.According to market researchers, worldwide sales of advances mobile phone more than quadrupled from 119.7 million in 2007 to 481.3 million in 2011 and supposed to enhance further to a sales volume of almost one billion devices by 2016(Strategy Analytics, 2011; Abbasi,2011) to a sales volume of almost one billion devices. The advantages and profits and progressive impact of using mobile commerce, efficiency, convenience limited selections, competitive praising, rich information and diversity are well known. As a result, the achievements and advances in mobile commerce, including adversity, shopping, investing, banking and other online services (email, information seeking, etc.) have created a diversified and broad field to connect with the mobile commerce in their daily lives. The number of mobile commerce consumers has thus continued to increase. Moreover, not enough consumers or user acceptance has long a hurdle to the successful new information mechanisms the same time mobile technologies and software are rapidly and widely developed for mobile commerce; it is most necessary and important to have a better understand with consumerís acceptance make use of mobile commerce.


Consumer acceptance is one of the most basic characteristics for successful development and dissemination of mobile commerce applications. Mobile commerce has enhanced competition within business organization; such that it has become quite difficult for organizations to survive without introducing new amendments into the way they execute business. This issue is prominently significant as with the enhanced business competition the fame of World Wide Web and mobile devices acceptance and usage. Achieving the loyalty of customers, a significant aim to gain the nature of the competitions in the market. On the other hand, concerned and nearby benefits or advantages to their creative innovative, invented technologies cannot be fully observed until there systems are not fully realized. The TAM did not describe what specific crucial factors from mobile commerce information domain and incorporated into model. Understanding the necessities and demands of what confides userís mobile commerce acceptance can provide amazing management insight into progressing effective policies and plans that will allow enterprises to sustain competitive and hold their market, due to the distinct characteristics of mobile commerce believe that it is significant to revise the information systems acceptance theories and develop a new theoretical structure and model that are more appropriate for mobile commerce an important objective throughout is to develop a model capable of providing useful information to mobile commerce practitioners. It will be useful the practitioners to comprehend insights how to promote it to customers. Therefore, we accepted the revised technology acceptance model that includes distinct features for electronic commerce and information systems domains to increase our understanding of mobile commerce acceptance and application. This research is to comprise on study††† research gap by empirically establishing model to explain the factors influences the acceptance†††† and usage of mobile commerce in Pakistan. Thus, herein we report review on essential factors of mobile commerce acceptance and usage; developing a research model based on literature review.



  • There are currently no refbacks.

Copyright (c) 2017 Sajeela Ashfaq Tago

ISSN-E: 2523-1235, ISSN-P: 2521-5582

 Copyright © University of Sindh, Jamshoro. 2017 All Rights Reserved.  
Printing and Publication by: Sindh University Press. 

Journal Office, Institute of Information and Communication Technology, 
University of Sindh, Jamshoro, Sindh, Pakistan. 76080