A comparison study of trust in m-commerce between qatari and non-qatari customers

摘要: Over the past few years, mobile commerce (M-commerce), which is a new channel for conducting online businesses has revolutionized global market. In Qatar, due to lack of trust, an only small percentage Qatari populations shown interest in shopping although average annual individual’s expenditure impressive. Therefore, it crucial investigate antecedents consumer’ trust context [1]. The objective this paper explore whether perceptions towards among diverse segments consumers living Qatar vary significantly or not by proposing conceptual framework based on Technology Acceptance Model. An survey was conducted empirically validate newly developed factors between with different nationalities, genders, and age ranges performing permutations partial lease squares multi-group analysis algorithms. Our research findings revealed that nationalities differences related factor perceived usability had positive indirect effect Qataris female consumers’ could be enhanced usability, young easily via endorsement social media influencers. results also emphasized security one most significant affect drastically all groups consumers. We ended our work offering some valuable theoretical implications scholars interesting strategies practitioners help create customer’s especially during crises, such as COVID-19.