Research on College Students’ Purchase Intention Based on M-Shopping Platforms

ผู้แต่ง

  • Han Tian Chinese Graduate School, Panyapiwat Institute of Management

คำสำคัญ:

Purchase intention, college student consumers, M-shopping platforms, TAM

บทคัดย่อ

Taking college student consumers as an example, the present study expands and modifies the theoretical model based on the Technology Acceptance Model (TAM), and explores the correlation between the dimensions that affect college student consumers’ purchase Intention to use mobile shopping (M-shopping) platforms.1327 college students in Guizhou participated in a questionnaire survey through an online platform. The data was statistically analyzed with SPSS and AMOS software to test the theoretical model of the study. The results show that subjective norms (SN) positively affect perceived ease of use (PEOU), perceived usefulness (PU), and the intention to use M-shopping platforms (ITUMP). PEOU positively affects PU and ITUMP. PEOU has a positive affects perceived trust (PT). PT positively affects PU and ITUMP. ITUMP positively affects the behavior to use M-shopping platforms (BTUMP). PU plays an intermediary role in the positive impact of PEOU on ITUMP. However, PR is not significant for PU and ITUMP.

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เผยแพร่แล้ว

2021-06-18