Factors Affecting the Intention to Use e-Marketing: A case Study among Students in Jordan

Abstract

This study looks into the factors that impact the intention to use electronics marketing among students in Jordan. The causal factors were identified using the Technology Acceptance Model with (TRUST FACTOR). The questionnaires were used as a research instrument and were used on 221 selected students from Jordan universities. This study employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis purpose. As shown by the statistics for validity assessment, the final overall model demonstrates acceptable fit of the measurement model to the data. This study found that the factors with the highest direct impact on Intention to use E-marketing was Attitude toward using e-marketing. Meanwhile, Compatibility was the factor with the highest indirect impact on Intention to use e-marketing.