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

来源 :香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校 | 被引量 : 0次 | 上传用户：lygzzm

【摘要】

：

【作者】

：

Huang Rong

【机构】

：

Department of economics and management,the science and Technology College of Hubei University of Aut

【出处】

：

香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校

【发表日期】

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2016年4期

【关键词】

：

Huxiang culture mobile commerce adoption TAM

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　　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.

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

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