A study of Consumer Behavior to Use Mobile Commerce - The Case of Mobile Banking
| Autor: | Serena Liu, 劉書蘭 |
|---|---|
| Rok vydání: | 2002 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 90 Due to more and more mature of mobile communications technology, mobile commerce was viewed another prosperous industry after electronic commerce. However, the development and growth of mobile commerce is still far from satisfaction. This study aims to investigate the acceptance behavior of mobile commerce from the practice perspective. This study draws upon the Technology Acceptance Model, Diffusion of Innovations, and Perceived Risk as the theoretical bases for the explanation of key factors affecting mobile commerce acceptance in mobile banking. According to a questionnaire survey toward telecommunications users in central Taiwan, and using regression analysis and LISREL as analysis tools, the major findings indicate: (1) convenience is a dominant factor in explaining attitude, while related assistance also has a strong positive direct effect on attitude, (2) attitude has a strong positive direct effect on usage. These results point to relative practitioners in mobile commerce should spend more efforts on making the services or devices more convenient and similar to users’ habits. The relatively low R-square of the model suggests both the limitations of the parsimonious model and the need for incorporating additional factors or using other behavior models in order to improve its specificity and explanatory utility in a mobile commerce context. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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