Gender Differences in Purchase Intention on Mobile Data Services
Using the Technology Acceptance Model (TAM) and the revised TAM, this research investigates the effects of gender differences on purchase intention of mobile data services (MDS). The hypotheses are tested on a sample of 1141 individuals, using the data-processing tools AMOS 6.0 and SPSS 15.0. The results indicate that women and men evidently differ in their perceptions of ease of use and security. In addition, either for men or women, perceived usefulness (PU), perceived ease of use (PEU), perceived enjoyment (PE) and perceived security (PS) all have effects on purchase intention (PI), but their impacts are different related to different genders.
gender TAM purchase intention
Wenhua Shi Pingyao Wu Wu Zhou Jiajia Chen
School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, China
国际会议
三亚
英文
773-777
2009-04-24（万方平台首次上网日期，不代表论文的发表时间）