Effects of Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E-Marketing

Kanokwan Kanchanatanee, Nuttida Suwanno, Anu Jarernvongrayab


This research was purposed to establish the effect of attitude toward using, perceived usefulness, perceived ease of use and perceived compatibility on intention to use E-Marketing of small and medium sized business owners in the three southern border provinces of Thailand (Yala, Pattani and Narathiwas provinces) A questionnaire-based field survey was conducted to collect data from 430 participants. The data were analyzed and nine hypotheses were tested using structural equation modeling (Partial least square method in the SmartPLS application program). Results show that attitude toward using E-Marketing is the most influence factor that affecting on intention to use E-Marketing

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DOI: https://doi.org/10.5296/jmr.v6i3.5573

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