Investigating adopters' intentions to use instant messenger agent
| Autor: | Wen-Chien Chang, 張文倩 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 In spite of more than 10 million of instant messenger (IM) users in Taiwan, but such a newly media tools failed to develop many specific ways of marketing. Among them, the IM agent is a small number of specific applications for the instant messenger. Basically, IM agent can not actively exist with users, only if the users took the initiative to join the IM agent into his or her buddy list, then it could actively it’s function. Therefore, this study applying DTPB model which is based on a rational point of view to investigating adopters’ intentions to use IM agent. DTPB mode is mainly to explain and forecast the user’s intention, it refers to the user’s intention will be influenced by the attitude, subjective norm, and the perceived behavior control. Among them, attitude were influenced by relative advantage, complexity and compatibility; subjective norm were influenced by superior groups and peer groups; perceived behavior control were influenced by self-efficacy, resource facilitating condition and technology facilitating condition. By 194 respondents, self-managed found that in questionnaires, this study in addition to the effect of complexity and compatibility on the attitude did not reach the significant level, other hypotheses obtained statistical support. In particular, individual’s attitude, subjective norms, and relative advantage were the key determinations to adopters’ intention to use IM agent. According to the results, this study suggested that due to the manufacturers are limited in resources and under the desire to promote its own IM agent can invest resources in the three key factors as the above-mentioned determinations can create the larger number of users and get the larger marketing effectiveness. Moreover, this study examined the relationship of spokes-character on the extensive products and their brand retailers. The results showed that when individuals had a positive attitude on the IM agent of spokes-character, which could transfer to the individuals’ attitude on the brand retailers, and then affect the purchase intention in a positive way. Therefore, firms can enhance their brand image and the consumers’ purchase intentions by promote their own IM agent. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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