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    AN EMPIRICAL ANALYSIS OF DETERMINANTS DRIVING M-COMMERCE ADOPTION IN THAILAND 

    Ployrawee Yingcharoen (Digital Production Press, Assumption University, 2018)

    This empirical analysis evaluates the impact and correlation among various determinants including social influence, trust, cost, perceived enjoyment, personal innovativeness, perceived usefulness, perceived ease of use, attitude towards m-commerce, and intention to adopt m-commerce in Thailand. The survey method was applied by using 400 of online questionnaires to obtain the primary data from participants. The target population is people who are living in Thailand and have the experience in using m-commerce at least one time. It was ...