Devising a Research Model to Examine Adoption of Mobile Commerce Affected by Huxiang Culture

摘要：

　　Whilst adoption of mobile commerce has been studied in several contexts,none of the existing research has attempted to systematical analyses the influence by region culture.Huxiang culture is considered to be the unique southern culture,therefore,this paper sought to extend an appropriate model of adoption which influenced by Huxiang culture with theoretically grounded constructs.As TAM has previously been used by mobile commerce adoption research,and it was concluded that TAM would be the most appropriate to employ.Based on current research findings on m-commerce,TAM was extended with trust and perceived enjoyment.

关键词： Huxiang culture mobile commerce adoption TAM

作者: Huang Rong

作者单位: Department of economics and management,the science and Technology College of Hubei University of Automotive Technology

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 295-302

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）