Evaluation of the Effective Factors on Customer's Willingness to Accept Mobile Commerce with Neural Network Approach

摘要

In recent years, electronic commerce has been under discussion as a rapid and easy method in different areas of commerce and industry. But mobile commerce which has been considered by some experts as a subset of electronic commerce is a new phenomenon which has led to many developments in modern world. The ability to buy and sell and acquiring business information beyond the time and place and without access to computer has accelerated and expanded commercial activities. The present research aims to study and predict the effective factors on customer's willingness to accept mobile commerce with neural network approach. This is an applied and survey kind of research. The statistical population of present research includes the students of Yazd's Azad University and the simple random method of sampling has been used to select the sample and 120 number of questionnaire have been distributed and collected among students. The neural network method and software SPSS have been used for analyzing data. The results show that perceived pleasure, perceived ease of application, perceived usefulness, and trust, variety of services, perceived value and social influence do not have a significant effect on customer's willingness to accept mobile commerce. The expected performance has a significant effect on customer's willingness to accept mobile commerce and the cost has also a reverse effect on customer's willingness to accept mobile commerce. The present research could be valuable in line with its results because of presenting useful information in the field of electronic and mobile commerce for experts and industrialists.