Online Shopping with a Smartphone by Songkhla’s Consumers: Attitudes towards Usability, Perceived Usefulness and Perceived Ease of Use
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Abstract
The purpose of this research is to study the effect of perceived usefulness and perceived ease of use on attitudes toward the usability of online purchasing via smartphone (M-commerce) in the context of Songkhla’s consumers. It is a quantitative research study using both offline and online questionnaires. A total of 384 subjects was derived using Cochran’s sample size formula. The data analysis is based on Partial Least Square Structural Equation Modeling (PLS-SEM)
The results demonstrated that the perceived usefulness and perceived ease of use significantly influenced the attitudes towards the usability of smartphones for online shopping with an explanation power of 63.10% (Coefficient of Determination: R2 =.631), that is, perceived usefulness influenced the attitudes towards the usability of smartphone for online shopping (β=.359, t=3.566**, p=.000) at a 99% confidence level. The perceived ease of use influenced on the attitudes towards usability of smartphone for online shopping (β= 0.494, t=4.785**, p=.000) at a 99% confidence level.
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