The Influence of Gender on New Technology Adoption and Use–Mobile Commerce

ABSTRACT This study empirically investigated the impact of gender differences on the adoption and use of a new technology-mobile commerce (m-Commerce) using 372 respondents enrolled in a business college in the Northeast United States. The adoption rate of m-Commerce for both male and female respondents was similar at about 30%. Respondents' perceptions of price, ease of use, and usefulness of m-Commerce services rather than gender were significant in distinguishing between adopters and nonadopters of m-Commerce services. Males and females adopted a similar staged pattern in their use of m-Commerce services with entertainment services demonstrating the highest adoption rate, followed by communication services, information services, and transaction services. Within service categories, male and female respondents used the same number of m-Commerce services in the entertainment category. Male respondents used more communication, information, and transaction services than females suggesting that males move through the adoption stages at a more rapid rate than females do. Implications for m-Commerce vendors and future research agendas are discussed.

[1]  D DavisFred.  Perceived usefulness, perceived ease of use, and user acceptance of information technology , 1989 .

[2]  Keng Siau,et al.  Building customer trust in mobile commerce , 2003, CACM.

[3]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[4]  R. Rettie,et al.  Adoption and usage of M-commerce: a cross-cultural comparison of Hong Kong and the United Kingdom , 2005 .

[5]  Suprateek Sarker,et al.  Understanding mobile handheld device use and adoption , 2003, CACM.

[6]  Teresa Shuttleworth.  WOMEN AND COMPUTER TECHNOLOGY: HAVE THE PROMISES OF EQUAL OPPORTUNITIES BEEN FULFILLED? , 1992 .

[7]  Shu-Sheng Liaw,et al.  An Internet survey for perceptions of computers and the World Wide Web: relationship, prediction, and difference , 2002, Comput. Hum. Behav..

[8]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[9]  Jen-Her Wu,et al.  What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model , 2005, Inf. Manag..

[10]  H. Dittmar,et al.  Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations , 2004 .

[11]  Shelly Rodgers,et al.  Gender and e-commerce: an exploratory study , 2003, Journal of Advertising Research.

[12]  Per E. Pedersen,et al.  Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters , 2005, J. Organ. Comput. Electron. Commer..

[13]  Bernadette Szajna,et al.  Empirical evaluation of the revised technology acceptance model , 1996 .

[14]  Chang Liu,et al.  Facilitating Conditions, Wireless Trust and Adoption Intention , 2005, J. Comput. Inf. Syst..

[15]  D. Lester,et al.  Gender differences in e-commerce , 2005 .

[16]  Diane Hamilton,et al.  Adding contextual specificity to the technology acceptance model , 2006, Comput. Hum. Behav..

[17]  Wallace A. Wood,et al.  AN EMPIRICAL ANALYSIS OF THE TECHNOLOGY CAMEL , 2005 .

[18]  S. Michie,et al.  Barriers women face in information technology careers , 2006 .

[19]  Carolee Sormunen,et al.  Men's and Women's Attitudes toward Computer Technology: A Comparison , 1999 .

[20]  Chang Liu,et al.  Raising a Red Flag on Global WWW Privacy Policies , 2002, J. Comput. Inf. Syst..

[21]  R. LaRose,et al.  Is Online Buying Out of Control? Electronic Commerce and Consumer Self-Regulation , 2002 .

[22]  Kazuaki Naruse,et al.  Exploring e-business implications of the mobile internet: a cross-national survey in Hong Kong, Japan and Korea , 2004, Int. J. Mob. Commun..

[23]  Lily Shashaani,et al.  Gender and computers: similarities and differences in Iranian college students' attitudes toward computers , 2001, Comput. Educ..

[24]  Kittipong Laosethakul,et al.  Are Gender Perceptions of Computing Changing over Time? , 2003, J. Comput. Inf. Syst..

[25]  Lina Zhou,et al.  ONLINE SHOPPING ACCEPTANCE MODEL — A CRITICAL SURVEY OF CONSUMER FACTORS IN ONLINE SHOPPING , 2007 .

[26]  Tjeerd Plomp,et al.  Some gender issues in educational computer use: results of an international comparative survey , 1993 .

[27]  Kenneth T. Fougere,et al.  AN EXPLORATORY INVESTIGATION OF GENDER DIFFERENCE IN STUDENT SELECTION OF A CIS MINOR , 2004 .