M-commerce has very rapidly developed into a very powerful way of reaching out to the consumer. Mcommerce has been a massive success in terms of users’ adoption in some markets like Japan, while, astonishingly, not as thriving in others. However, its acceptance and level of adoption are low in Palestine compared to other countries. The research main objective is to classify the key variables that influence the acceptance of M-commerce among higher education students in Palestine by developing an M-commerce adoption Model based on an extension of the Technology Acceptance Model (TAM). A total of 430 questionnaires were collected and analyzed using Structural Equation Modelling (SEM) technique. The findings revealed that perceived usefulness, perceived ease of use, personnel innovation, security and privacy, subjective norms, and perceived trust are found to have an important effect on consumer behavioral intention to adopt M-commerce. These results will benefit stakeholders involved in Mcommerce activities such as service providers, retailers, consumers, academicians, and students.

Title

Journal of Theoretical and Applied Information Technology

Publisher

little lion scientific

Publisher Country

Pakistan

Indexing

Scopus

Impact Factor

0.67

Publication Type

Both (Printed and Online)

Volume

98

Year

2020

Pages

1479- 1489