A Study on Flow Experience Induced by Service Innovation of Mobile Digital Contents
| Autor: | Yun-chin Wang, 王韻晴 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 This paper based on the concept of Location-based services (LBS) to supply novelty contents for the mobile digital innovation service. We referred to the Flow Experience model (Huang, 2003) in recent years often used in consumer behavior researches and also referred to the Theory of Planed Behavior (TPB) model which both widely applied to explain individual behavior to explore what factors will affect individual's behavioral intentions and flow experience by use innovation information service. Our experimental design use the mobile devices as a medium to deliver service contents, and choice five different public transportations that have a large number of people to pass through as our deliver location. We also considered the height of “uncertain customers’ needs” and the range of “digital contents” to design five mobile digital service contents, and further to test and verify the goodness of fit by using questionnaires. A total of 600 questionnaires were sent and all were collected, 596 responses were completed. The collected data were analyzed by Partial Least Squares (PLS) and to test the model. The results reveal that high goodness of fit group has standard AVE and CR value, which also has higher R square make the model more interpretability. This research combines Novelty, Flow Experience and TPB theory, and apply on mobile digital devices service innovation. Companies can use this research as their base to development new service in mobile digital content. In addition, they will able to predict what factors will affect different user group in order to design the contents to a specific group and to facilitate service quality and efficiency. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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