| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 95 === In general, the internet and ICT or IT are important not just for developed countries for developing countries as well. Despite, the internet adoption literature is rich in facts about technology adoption, in developing countries the studies are at a very early stage of growth. Therefore, the primary goal of this study is to identify the factors influencing internet adoption in Mongolia as a developing country case. The use of the Internet in Mongolia has only 10 years history, but rapid development of the internet is assuredly important for researcher trying to determine factors influencing Internet adoption.
Based on the Technology Acceptance Model, one of the objectives of this study is to explore gender differences in perceptions internet adoption. The research uses a quantitative approach to survey 292 Mongolian students and employees examining their decision-making process to adopt internet. Consistent with TAM predictions, perceived usefulness, attitude toward use, subjective norm and personal innovativeness were found to significantly impact on intention to use internet. Thus a extended TAM model was found to offer the best explanation of behavioral intention to use internet in Mongolia. Furthermore, the study results suggest that perceived usefulness is important determinant of intention to use among female users, and the influence of subjective norm on intention to use internet is stronger for males. Implication for research and limitations are discussed.
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