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TABLE 2: CORRELATION ANALYSIS OF M-COMMERCE ACCEPTANCE DIMENSIONS WITH ATTITUDE AND USAGE FREQUENCY (SOUTH AFRICAN SAMPLE)
Construct
Perceived innovativeness
Perceived ease of use
Perceived enjoyment
Subjective norms
Perceived usefulness
Perceived credibility
Attitude
Usage frequency
PI 1
PEOU .285**
1 PE .433* .296** 1 SN .283**
.343** .437**
1 PU .394** .412 .490 .520** 1 PC .220**
.418* .389**
.784 .543*
1
ATT .301*
.396** .378** .309** .504**
.317* 1 FOU .663**
.402** .677** .348** .403**
.532**
.550** 1
** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed)
The relationship between the six m-commerce acceptance sub-scales and usage frequency further revealed positive and significant, moderate to strong correlations on both samples as shown on Table 1 and table 2 of the study. Perceived innovativeness (rT =0.682; p<0.05; rZAR=0.663; p<0.01); perceived ease of use (rT=0.660; p<0.05; rZAR =0.402; p<0.01); perceived enjoyment (rT =0.537; p<0.05; rZAR =0.677; p<0.01); subjective norms (rT =0.383; p<0.01; rZAR =0.348; p<0.01); perceived usefulness (rT =0.414; p<0.01; rZAR =0.403; p<0.01) and perceived credibility (rT =0.510; p<0.05; rZAR =0.532; p<0.01) were positively correlated with usage frequency. Thus; m-commerce usage frequency has a positive and statistically significant relationship with personal innovativeness, ease of using m-commerce tools, enjoyment, norms and social influences, perceived usefulness as well as credibility (trustworthiness) of the mobile sites wherein the transactions are being conducted. Moreover, positive and strong associations were established between consumer attitudes towards social m-commerce and usage frequency on both samples (rT =0.527; p<0.01; rZAR =0.550; p<0.01).
DISCUSSION
Descriptive statistics (mean, standard deviation) of the two samples are presented in Table 3 of this study. The mean score values present the overall perception of Taiwanese and South African consumers on each of the six independent dimensions that were identified in the study. Male consumers in Taiwan scored mean values ranging between 4.287 and 5.981 whereas the mean score values for the South African males ranged between 4.092 and 5.402. However, the Taiwanese female consumers indicated mean values ranging between 4.958 and 5.997 whereas the South African females registered mean score values ranging between 4.026 and 5.751. These findings reveal that on an average rating of 4 and above, all dimensions are moderately important to both male and female consumers in explaining m-commerce technology acceptance.
THE LINKAGE BETWEEN M-COMMERCE ACCEPTANCE DIMENSIONS AND USAGE FREQUENCY: AN INTERNATIONAL PERSPECTIVE 1083