Abstract—Davis in the Technology Acceptance Model (TAM) distinguished the importance of subjective norms. However, Davis observed the difficulty to distinguish between the users own attitude and the referents on one’s intent by others. This has formed a need for further research to investigate the phenomenon of subjective norms and to identify the key antecedents that determine subjective norms. As m-commerce gains popularity, further examination of how subjective norms affect individual attitude might help contribute to the greater usage. This paper, therefore, contributes in decomposing subjective norms (SN) into four norms: personal injunctive norm (PIN), personal descriptive norm (PDN), societal injunctive norm (SIN) and societal descriptive norm (SDN). The aim of this paper is to decompose SN and to distinct the antecedents of SN. The initial results of 412 university students in Jordan indicate that personal injunctive norm, personal descriptive norm and the societal injunctive norm are indeed antecedents of SN.
Index Terms—Attitude, m-commerce adoption, subjective norms, technology acceptance model.
G. Alnajjar and M. Mahmuddin are with the School of Computing at the Universiti Utara Malaysia, Sintok Malaysia;
T. Ramayah is with the College of Management at the Universiti Sains Malaysia, P. Penang, Malaysia.
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Cite: Ghassan Alnajjar, M. Mahmuddin, and T. Ramayah, "Adoption Factors of m-Commerce in Jordan: From Personal and Societal Norms Perspectives,"
International Journal of Computer Theory and Engineering vol. 5, no. 1, pp. 155-157, 2013.
