EXAMINING THE RELATIONSHIP BETWEEN INTENTION TO ADOPT MOBILE COMMERCE AND BEHAVIOR OF MOBILE COMMERCE ADOPTION IN CONSUMER ELECTRONIC PRODUCTS

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Pornprom Suthatorn

Abstract

The objective of this research is to investigate the adoption of mobile commerce (m-commerce) in consumer electronic products by using the theory of planned behavior (TPB). The data were obtained by questionnaire surveys from 386 respondents in Bangkok, Thailand. the results from the partial least squares (PLS-SEM) regression analysis demonstrated that attitude toward behavior and the subjective norm was positively related to intention to adopt m-commerce and intention was found to be a mediator between those two antecedents in predicting the behavior of m-commerce adoption.

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Suthatorn, P. (2021). EXAMINING THE RELATIONSHIP BETWEEN INTENTION TO ADOPT MOBILE COMMERCE AND BEHAVIOR OF MOBILE COMMERCE ADOPTION IN CONSUMER ELECTRONIC PRODUCTS. Dusit Thani College Journal, 15(2), 280–296. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/249350
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Research Article

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