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Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective

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  • Faqih, Khaled M.S.
  • Jaradat, Mohammed-Issa Riad Mousa

Abstract

This study investigates the adoption of mobile commerce in Jordan. Based on TAM3 theory, the study proposes a theoretical framework, and then examines its perceived usefulness and perceived ease of use to explain the individual’s adoption intentions toward mobile commerce. This study also investigates the moderation role of gender difference and individualism-collectivism measured at individual-level on the adoption of mobile commerce. Data were collected from a 14 private Jordanian universities using a paper-based questionnaire. The analysis involves 425 valid data sets. The empirical findings conclude that perceived usefulness and perceived ease of use are important factors in explaining the individual’s intention to adopt mobile commerce. The findings also demonstrate the impact of self-efficacy and perceptions of external control determinants on the perceptions of ease of use and the impact of image and output quality determinants on the perceptions of usefulness. The results reveal that the moderation role of individualism-collectivism at individual-level values on the adoption of mobile commerce is significant. But the gender does not have any moderation effect on the adoption process. This model explained 41% of the variance in intention to adopt mobile commerce. Implications and recommendations for research and practice are presented and discussed.

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  • Faqih, Khaled M.S. & Jaradat, Mohammed-Issa Riad Mousa, 2015. "Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 37-52.
    • Handle: RePEc:eee:joreco:v:22:y:2015:i:c:p:37-52
    DOI: 10.1016/j.jretconser.2014.09.006
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    18. Kwon, Wi-Suk & Woo, Hongjoo & Sadachar, Amrut & Huang, Xiao, 2021. "External pressure or internal culture? An innovation diffusion theory account of small retail businesses’ social media use," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    19. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    20. Chaouali, Walid & Souiden, Nizar & Ladhari, Riadh, 2017. "Explaining adoption of mobile banking with the theory of trying, general self-confidence, and cynicism," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 57-67.
    21. Luis Edwin Chimborazo & Marta Frasquet & Alejandro Mollá, 2021. "Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 25-40.
    22. Dovilė Barysė, 2022. "People’s Attitudes towards Technologies in Courts," Laws, MDPI, vol. 11(5), pages 1-28, September.
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    24. Faqih, Khaled M.S. & Jaradat, Mohammed-Issa Riad Mousa, 2021. "Integrating TTF and UTAUT2 theories to investigate the adoption of augmented reality technology in education: Perspective from a developing country," Technology in Society, Elsevier, vol. 67(C).
    25. Jana Prodanova & Sonia San-Martín & Nadia Jiménez, 2017. "Enfoque teórico multidisciplinar para la provisión electrónica de servicios," DOCFRADIS Working Papers 1705, Catedra Fundación Ramón Areces de Distribución Comercial, revised Oct 2017.

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