The Effectiveness of Security Factors on Using Technology Acceptance Model in Jordan

The evolution of the Internet and the Worldwide Web and their proliferation is a notable phenomenon. It began with a simple connection and transformed into what has become thriving business ventures through the internet. In other words, the traditional bricks-and-mortar business has become an electronic business through Information and Communication Technology (ICT) tools. In such business type, marketing allows consumers to use wireless hand-held devices to carry out commercial transactions and this has opened numerous business opportunities. Regardless of this explosive opportunity and high rate of penetration of mobile phones, e-marketing still has a low acceptance rate in developing nations, including Jordan. The consumers are not too inclined towards its adoption mainly because of lack of security. The research adopted a quantitative approach, where data collection was conducted using a survey questionnaire divided into seven sections. In particular, the first section was demographic in nature and the second section comprised of items measuring security factors from Technology Acceptance Model (TAM) and reviewed to develop the proposed model. The conceptual framework developed was aimed to determine the TAM factors role in technology acceptance in the Jordanian context. Based on the findings and results, the research listed recommendations concerning security factors driving intention towards using and adopting technology.