The Effect of Trust Based Factors on Using Mobile Commerce in Jordan

الملخص

The purpose of this study is to examine the effect of trust based factors on using mobile commerce in Jordan. Five universities from three biggest cities in Jordan were chosen as samples for this study. A total of 600 questionnaires were distributed to the students in the five universities. Out of this, a total of 450 questionnaires were returned to be applicable, 44 candidates did not use m-commerce and 406 questionnaires were usable for analysis. This research applied a systematic sampling technique and its measurement instruments were adapted from several resources that are high in internal consistency. The final response rate was 75%. Data was then analyzed using Structural Equation Modeling (SEM) by using smart Partial Least Squares (PLS) software with maximum likelihood estimation in order to test the proposed hypotheses. By referring to the value of R2, The results indicate that trust based factors (initial trust, structural assurance, system quality and information quality) are the main factors affecting on behavioral intention to use mobile commerce. Thus m-commerce service providers need to highlight improving the trust in order to facilitate users’ adoption and usage of m-commerce in Jordan.