Research Article
Understanding Mobile Tourism Shopping in Pakistan: An Integrating Framework of Innovation Diffusion Theory and Technology Acceptance Model
Table 6
Results of the hypothesized structural model.
| | Hypotheses (H1 to H9) | Path coefficient | Standard error | T value | value | Study results |
| | H1: RA⟶MTS adoption | −0.052 | 0.031 | 1.685 | 0.092 | Not supported | | H2: COM⟶MTS adoption | 0.045 | 0.046 | 0.989 | 0.323 | Not supported | | H3: SP⟶MTS adoption | 0.341 | 0.045 | 7.635 | | Supported | | H4: SP⟶PEJ | 0.506 | 0.045 | 11.178 | | Supported | | H5: SP⟶PEOU | 0.441 | 0.042 | 10.474 | | Supported | | H6: SP⟶PU | 0.371 | 0.056 | 6.686 | | Supported | | H7: PE⟶MTS adoption | 0.148 | 0.045 | 3.294 | | Supported | | H8: PEOU⟶MTS adoption | 0.124 | 0.035 | 3.54 | | Supported | | H9: PU⟶MTS adoption | 0.456 | 0.049 | 9.303 | | Supported |
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