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The Moderating Effects of Gender on E-Commerce Systems Adoption Factors

Author

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  • Frederick Pobee

    (University of Pécs, Hungary)

  • Daniel Opoku

    (School of Business, Department of Human Resource, University of Education, Winneba, Ghana)

Abstract

The purpose of this article was to investigate the moderating effects of gender on e-commerce systems adoption factors among university lecturers in Ghana. In order to achieve this purpose, the unified theory of acceptance and use of technology (UTAUT) was used as the theoretical lens for the study. Eight hypotheses were developed and tested. Data analysis was performed with a structural equation modeling (SEM) technique using SmartPLS Application. Using a survey of 223 respondents, the study showed that factors such as performance expectancy, effort expectancy, and facilitating conditions positively and significantly influenced Ghanaian lecturers' behavioral intention and ultimately the actual use of e-commerce systems. As for the moderating effects of gender, this study discovered that gender insignificantly moderated the effects of performance expectancy, effort expectancy and social influence on behavioral intention.

Suggested Citation

  • Frederick Pobee & Daniel Opoku, 2018. "The Moderating Effects of Gender on E-Commerce Systems Adoption Factors," International Journal of Strategic Decision Sciences (IJSDS), IGI Global, vol. 9(4), pages 86-104, October.
    • Handle: RePEc:igg:jsds00:v:9:y:2018:i:4:p:86-104
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    Cited by:

    1. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).
    2. Frederick Pobee, 2022. "Non-Probabilistic Approach to e-Banking Adoption: The Moderating Impact of Trialability," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 47(2), pages 183-198, May.
    3. Isaac Kofi Mensah & Guohua Zeng & Chuanyong Luo, 2020. "E-Government Services Adoption: An Extension of the Unified Model of Electronic Government Adoption," SAGE Open, , vol. 10(2), pages 21582440209, June.

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