Ứng dụng mô hình TRAM để nghiên cứu các nhân tố ảnh hưởng đến ý định sử dụng thương mại di động của người tiêu dùng ở thành phố Huế

Abstract

This study aims to apply the Technology Readiness and Acceptance Model (TRAM) to reflect the factors affecting the intention to use mobile commerce (m-commerce) of consumers in Hue city. The results of data processing using SPSS and AMOS software on 331 valid questionnaires collected from September to December 2020 have shown: technological readiness, perceived usefulness and ease of use. Perceived use has a direct impact on intention to use mobile commerce. However, personality traits as described in the TRAM model are not predictors of perceived usefulness and perceived ease of use. Academically, the study has contributed to the introduction of the TRAM model in the process of studying the factors affecting the behavioral intentions of consumers towards mobile commerce services. At the same time, this study also provides governance implications for further development of mobile commerce services in Hue city.