Mobile E-Service Acceptance Based on Modified Technology Acceptance Model (TAM)

Mobile E-Services is becoming the main medium of digital interaction in the modern age digital economy. Currently, Mobile E-Services are widely applicable and useful for: (1) business and industry operations, (2) banking (3) education and (4) health care. This paper presents a mobile E-Services application that provides digital coordination and management of the electricity users' accounts and consumptions in Malaysia. The application was expected to be beneficial to many users as compared to the conventional online management system. However, based on the users rating and preliminary user interview it was revealed that the users' adoption to the mobile E-Services application was low. Therefore, this research was initiated to identify the factors associated with the users' acceptance towards the mobile E-Services application. This research used the Technology Acceptance Model (TAM) to explain intention and usage of technology with an additional determinant of personal innovativeness in technology. This research involved 298 residential customers who participated to answer the survey either through online or printed questionnaires. The questionnaires were formulated based on the proposed TAM constructs and the data collected was analysed based on using descriptive and Pearson correlation analysis. The finding of the research indicates that all the determinants used for the TAM construct have significant relationships towards the mobile E-Services users' acceptance.