Understanding how genders differ in their acceptance patterns is a critical factor for successful market segmentation. Using a modified technology acceptance model with 343 participants, this paper examines how gender differences influence the acceptance of mobile computing devices among Asian college students. By means of a structural equation model based on the partial least squares technique, this study develops two different and intriguing models that influence the acceptance of mobile devices in higher education. Male college students favor status and values orientations, so their acceptance of mobile devices in study was significantly influenced by the perceived usefulness and social benefits. Female college students on the other hand, prefer social and utilitarian orientations; therefore, their acceptance of mobile devices was influenced by all five selected factors. The results of this survey should be interpreted as speculative and should not be relied upon as an accurate depiction of behaviour in the surveyed communities.
['Dawei Liu', 'Xiaohong Guo']
Exploring gender differences in acceptance of mobile computing devices among college students