FACTORS INFLUENCING THE USAGE OF JAZZ CASH: AN APPLICATION OF TECHNOLOGY ACCEPTANCE MODEL) (TAM)

Abstract

Purpose The main reason of this paper is to find out that what are the factors and reason that Why? People are adopting and using Jazz cash rather than other apps. Through Technology acceptance model TAM. 1. To find out that Perceived Usefulness and Perceived Ease Of Use significantly impact user behavioral intention towards use. 2. To find out and ensure which term is more affective in decision to use Jazz Cash. 3. To ensure that external stimulus have impact on Cognitive response. 4. To find out that people Intention To wards Use have real impact on Attitude Towards Use. Methodology & Design A Questioner base study was conducted and Questioner were collected through Google form. There were 431 respondents who have given answer to the questions, Although sample size was consider 384 but due to good response rate 431 respondent data was consider. Causal and descriptive study was conducted and Questioners were adopted from article (M.-C. Lee, 2009) ,(Chowdhury, Parvin, Weitenbemer, & Becker, 2006), It took one month to collect Questioner. Some incentives were also given such as movie ticket sweets such as chocolates to those who have filled Questioner from their friends, family and jazz cash users. I also approach to franchise, service centers and Jazz cash agents to fill Questioners. Total 17 Questions were given which covers all Independent and dependent variables and I took strategy to avoid duplication of outcome. Not to accept duplicate feedback in google form. I took also help of Bahria University Karachi Campus Library to see reference researches. Some very useful researches were found especially Consumer Acceptance of Electronic Commerce: integrating Trust & Risk with Technology Acceptance Model The following test were used 1. Regression Analysis 2. Reliability Test 3. Mediation 4. Correlation Matrix 5. Validity test Findings It was found that perceived usefulness , perceived ease of use (Independent Variables have Significant impact on (dependent Variable) intention towards use through attitude towards use. and full mediation occurs and indirect effect have arises a*b Test of Join Significance and confidence Interval and Cronbach’s Alpha Value is 0.937 shows a reliability of Questions asked from respondents. And there is strong positive correlation between variable and its value is more than 0.000 Limitation The Limitation of my paper is that this study is done in Karachi only. And this study is restricted to specific time frame. Many things can also be found with the help of this paper. This research has also limited scope because many other theory have been raised such as TPB, TRA etc. so far yet. So other Theories suggest many other tilings as well. This research have also flaw that answers were collected from only jazz cash users other users were ignored. Recommendations Technology Acceptance Model have many implication. Research have advised that there is significant association between perceived usefulness and actual system to use through intention towards use. The future researcher should focus on new theory rather than TAM Many other new theory discourage TAM as it is older one. (John.ld- 2004.nd) First theory is more focus on human behavior and Intention such as psychological characters such as Cognitive response , affective response, Behavioral response, Human behavior be vary it does not remain same always so it is not necessary to use Tam in all areas of study.(Schierz, Schilke, & Wirtz, 2010) Second it is also a constrain to use sample size of 431 as Karachi is mega city and data cannot represent whole city or country. Third People who uses Jazz cash were only targeted this is also a flow of this outcome. Fourth questioners were limited to 17 only this is also a flow. It is also recommended to do study in many areas of Pakistan to get more correct picture. User should adopt more questions base on open and close ended as well Survey have been done it might possible people were not ready to give answers they have given answers just because of incentives which were given to them.