Factors Affecting University Student's Attitudes toward E-Commerce: Case of Mu'tah University
Mamdouh AL Ziadat, Malek AL-Majali, Ayed Al Muala, Khaldoon Khawaldeh
Regardless of the widespread use of Internet in Jordan, according to e-commerce users, it is still notably low.
The present study attempts to determine the success factors in improving users’ attitude towards e-commerce in
Jordan with the help of technology acceptance model (TAM). The research model comprises of four independent
variables namely perceived usefulness, perceived ease of use, awareness and trust, and on dependent variable
namely consumers’ attitude towards e-commerce. Questionnaires numbering 100 are distributed among Mu’tah
University graduate students and the response rate is a notable 100%. The findings of the study show a
significant and positive link between all four variables, and attitude toward e-commerce.
Keywords: TAM, e-commerce, Jordan
International Journal of Marketing Studies Vol 5, No 5 (2013)