An Empirical Investigation of Technology Acceptance Model of using C2C Mobile Business Application in Oman

Customer-to-Customer (C2C) e-business is a technology that provides services where the customer can sell and buy from another customer. The organizations presenting Customer-to-Customer on-line offerings don't have a proper understanding and knowledge of the Customer-to-Customer exchange conduct and are unable to offer satisfied and effective layout for an internet C2C mobile application. The purpose this study is to investigate the acceptance of the particular business application by the users. The questionnaire has been created by using Google forms and distributed electronically through mail, and other social networking sites. The research is based on the theory of Technology Acceptance Model (TAM) and its extensions. The study was conducted in Muscat, Sultanate of Oman. The questionnaire contains 19 survey questions and 7 demographic statements. Data were collected from 218 respondents belongs to various nationalities in which 210 are the valid responses. The structural equation modeling (SEM) method become used to assess the causal model and to look at the reliability and validity of the measurement model. The variables used in this study are perceived quality, perceived convenience, perceived ease of use, perceived usefulness, perceived enjoyment and intention to use. The eight hypotheses have been tested. The implications of the research have also been discussed. The dataset used for the research is male-dominated and young users of the smartphones that deprive us to make the generalization.