Online Shopping with a Smartphone by Songkhla’s Consumers: Attitudes towards Usability, Perceived Usefulness and Perceived Ease of Use

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Narueban Yamaqupta

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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Research Articles