The Effect of Awareness Factors as a Mediating On the Behavioral Intention to Use for E-Commerce Services of Jordanian Students

الملخص

This study aims to identify and understand factors that affect to acceptance E-commerce among Jordanian students. This study integrates technology acceptance model (TAM) Innovation Diffusion theory (IDT), Trust and Technology Factor with awareness factor as mediating. The primary data were collected from 384 valid questionnaires, which were distributed, to random Jordanian students in five universities. The analyses of the gathered data employed the Partial Least Squares Structural Equation Modeling (PLS-SEM). The validity of the final overall model was evaluated using the statistics and acceptable fit of the measurement model to the data has been demonstrated. Based on the outcomes, the factors with the highest direct effect on Intention to use E-commerce appeared to be Attitude toward using E-commerce, while the factor with the highest indirect effect on Intention to use E-commerce appeared to be Compatibility. The main findings of the study are: perceived ease of use and perceived usefulness, compatibility, trust and technology factor with awareness factor as mediating has a positive and significant impact on behavioral intention.