Brand Equity, Website Quality and M-Commerce Adoption: An Extended Tam Study in the Apparel Industry
Frank Akasreku, Kobby Mensah, Fortune Edem Amenuvor, Stephen A. Adingo & Atsu Nkukpornu · Current Journal of Applied Science and Technology · 2023
The present study draws on the extended Technology Acceptance Model to empirically examine the effects of website quality and brand equity on consumers' perceptions and behavioural intentions on utilizing apparel m-commerce. Data is collected from 421 Ghanaian customers and analy...
Open access
Research Article
10.9734/cjast/2023/v42i264188