Predicting purchase behaviors from social media
Proceedings of the 22nd international conference on World Wide Web
| Hi-index | 0.00 |
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.