Title :
Gender Differences in Purchase Intention on Mobile Data Services
Author :
Shi, Wenhua ; Wu, Pingyao ; Zhou, Wu ; Chen, Jiajia
Author_Institution :
Sch. of Econ. & Manage., Beijing Univ. of Posts & Telecommun., Beijing, China
Abstract :
Using the technology acceptance model (TAM) and the revised TAM, this research investigates the effects of gender differences on purchase intention of mobile data services (MDS). The hypotheses are tested on a sample of 1141 individuals, using the data-processing tools AMOS 6.0 and SPSS 15.0. The results indicate that women and men evidently differ in their perceptions of ease of use and security. In addition, either for men or women, "perceived usefulness" (PU), "perceived ease of use" (PEU), "perceived enjoyment" (PE) and "perceived security" (PS) all have effects on purchase intention (PI), but their impacts are different related to different genders.
Keywords :
consumer behaviour; data handling; gender issues; mobile computing; mobile radio; purchasing; AMOS 6.0; SPSS 15.0; customer behavior; gender differences; mobile data services; mobile phone users; perceived ease of use; perceived enjoyment; perceived security; perceived usefulness; purchase intention; technology acceptance model; Cellular phones; Conference management; Data security; Electronic mail; Home appliances; Mobile computing; Mobile handsets; Technology management; Telecommunication computing; Testing; TAM; gender; purchase intention;
Conference_Titel :
Computational Sciences and Optimization, 2009. CSO 2009. International Joint Conference on
Conference_Location :
Sanya, Hainan
Print_ISBN :
978-0-7695-3605-7
DOI :
10.1109/CSO.2009.71
