Testing an Adapted Technology Acceptance Model (TAM) for Factors Influencing E-Commerce Adoption - A Lesotho Consumers’ Perspective

Abstract

The purpose of this study is to investigate the factors that influence E-Commerce adoption from a Lesotho consumers’ perspective and further classify these under a cluster of either enabling or inhibiting factors of the technology in the context of study using an adapted Technology Acceptance Model (TAM) as a framework. TAM has been widely used to understand why some individuals embrace technology, while others reject the same. However, several studies have identified TAM’s inability to predict a purchase intention; hence the study proposed to test a conceptual framework adapted from (TAM) with the relevant constructs that influence E-Commerce adoption as identified by literature to compensate for the weaknesses. The investigation employed a quantitative research approach, and a survey was distributed online to collect data. 275 participants responded to the survey. Both snowball and purposive sampling techniques were used, and data was analysed using Confirmatory Factor Analysis (CFA). The research findings revealed: Attitude and Convenience, Time and Cost Savings, and Perceived Ease of Use as enabling factors, whereas Dependability, and Accessibility and Policy Initiatives were established as inhibiting factors in Lesotho. Meanwhile, descriptive statistics established that 74.6% of consumers have adopted the technology. Ultimately, a new conceptual framework was developed from the constructs that are unique to Lesotho and it was coined Mokhoro – Which is a Basotho rondavel or hut.