Authors
1 Assistant Professor Faculty of management and humanity, Persian Gulf University
2 MSc., Business Administration, Persian Gulf University
Abstract
Today, mobile devices have changed the way of communication and interaction, and
have a strong influence on modern management. It also provides the ability to do
effective work and has created entirely new activities. Currently, developing
countries is a Market that has a grate potential for Telecommunications and many
mobile commerce services providers. In this regard, businesses need to focus on the
lead to effective results mobile commerce acceptance by customers according to
their needs and tendencies.
The aim of this study is to analyze impact of individual drivers on the adoption
of mobile commerce according to TAM model. Research conceptual model was
developed based on theoretical studies and data acquisition was carried out by
surveying of 350 mobile phone users. For data analysis and verification of the
model, structural equation modeling approach (SEM) and confirmatory factor
analysis (CFA) were used.
Based on the results of the path analysis the relationship between the variables
in the model is investigated and results suggest that indicators of social
influence, innovativeness, compatibility and Individual knowledge have a
significant positive effect on attitude and willingness of users to use mobile
commerce and Leading to the adoption of mobile commerce by users.
Keywords
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