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Research Article Open Access
This research employs the TAM to examine student’s perceived benefits and perceived barriers of using m-commerce in relation to student demographic factors such as gender, age, year of study, and college of study that moderate students adoption decisions of m-commerce. The study adopts a quantitative approach based on questionnaire development and distribution that resulted in a total sample of 1000 students. Empirical data was analyzed using SPSS-20 software program. First, in relation to gender results indicate that overall male students perceive more benefits in dealing with m-commerce than the female student feel. Second, concerning age, results show that students who are in the age group of ‘17~19’ feel more benefits in dealing with m-commerce than the students who are in the age group of ‘20~more’ feel. Third, concerning year of study, findings show that students who are in the year of study of ‘freshman or sophomore’ feel more benefits in dealing with m-commerce than the students who are in the in the later years of study ‘junior or senior’. Fourth, concerning the college of study, results show that students who are studying in Public Universities feel more benefits in dealing with m-commerce than the students who are studying in the private universities feel.
Mobile commerce, Perceived usefulness, Perceived ease of use, Gender, Age, Decision Making Process,Democracy,Democratic Republic,Development Economics,Digital Advertising