Modeling the Factors Affecting the Adoption of Mobile Commerce
A.H.M. Saifullah Sadi
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Modeling the Factors Affecting the Adoption of Mobile Commerce

A Study of Malaysia Higher Institutions

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Mobile commerce also known as M-commerce is thought to be the next big phase in technologically dependent society after following E-commerce era. This study aims to identify some factors that affect the adoption of M-commerce in Malaysia by developing M-commerce adoption Model based on exiting technology model such as, TRA, TPB, TAM and DOI. Structural Equation Modeling (SEM) is used to test the proposed model. The findings revealed that Perceived Usefulness, Perceived Ease of Use and Perceived trust are positively associated with consumer attitude towards use which is affecting consumer inten...