Haghshenas, Hanif; Chatroudi, Ehsan Aminaei; Njeje, … - In: Journal of Marketing for Higher Education 22 (2012) 1, pp. 117-151
Having applied Unified Theory of Acceptance and Use of Technology (UTAUT) to predict intention and future usage behavior, the moderating effect of educational level was added to the model in moderating the relationship between variables. Also, despite past studies, Effort Expectancy had a higher...