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

Abstract

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

DOI: http://dx.doi.org/10.5539/ijms.v5n5p88

International Journal of Marketing Studies  Vol 5, No 5 (2013)