THE THE MODEL OF INTENTION TO USE B2B M-COMMERCE FOR TRADITIONAL TRADE IN THAILAND

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ศราวุธ คำจ๋า

Abstract

Mobile commerce is a new sales platform, which can conduct commercial activities anywhere and anytime by using wireless communications. It is a distribution channel where manufacturers can focus on improving their trading performance through B2B M-Commerce. This study aims to investigate those influencing factors, by using a widely accepted concept, Technology Acceptance Model, as an initiative to propose a new conceptual model. In the conceptual framework, three elements which are the extended TAM – Familiarity, trust, and environment influences – were used to observe their influences on intention to use B2B M-Commerce. Data was collected from 506 traditional trade owners in Thailand by using questionnaires. All data was analyzed and hypotheses were tested by using Structural Equation Modeling: SEM. The results show that the factors, which have a significant effect on Intention to use B2B M-Commerce, are familiarity of technology, perceived ease of use, perceived usefulness, environmental influences and trust in B2B M-Commerce.

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How to Cite
คำจ๋าศ. (2020). THE THE MODEL OF INTENTION TO USE B2B M-COMMERCE FOR TRADITIONAL TRADE IN THAILAND. Panyapiwat Journal, 12(2), 1-13. Retrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/215519
Section
Research Article

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