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The growing ubiquity of wireless network and mobile devices has allowed mobile applications to flourish. Many firms have developed mobile membership applications to provide their customers with diversified and convenient services. To understand the factors influencing the intention to use mobile membership applications, the present study expanded on the technology acceptance model and devised a usage intention model. In this study, meta-analysis and structural equation modeling were used in the validation of the proposed model. The results indicate that both perceived usefulness and perceived ease of use had a significant positive effect on user attitude in decision making regarding whether to use a mobile membership application, whereas perceived risk significantly negatively affected user attitude. Furthermore, user attitude and the provision of reward program had significant positive effects on usage intention. Our research findings can help firms develop successful mobile membership applications to effectively implement customer relationship management. |
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