Mobile Technology Applications: The Integrated Perspective of Technology Usage Intention and Online Purchase Intention
Autor: | Jhong-Min Yang, 楊忠民 |
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Rok vydání: | 2017 |
Druh dokumentu: | 學位論文 ; thesis |
Popis: | 106 Mobile commerce (MC) is supported by mobile technologies (MTs), including mobile devices (the hardware, such as smartphone) and applications (the software, such as apps) installed on mobile devices. On the other hand, mobile technology plays the key role in mobile commerce. As such, many researchers have conducted studies to understand user’s intentions regarding to technology acceptance/adoption, especially the hardware aspect. However, a lack of software relevant study from user’s perspective making the mobile technology issue becomes crucial in mobile commerce. This dissertation divided the research architecture into two models. Consequently, two studies were conducted to investigate the factors affect users’ mobile technology usage intentions, as well as the relationship between the behaviour of mobile technology use and the intention of purchasing in mobile commerce. In the study 1, the QR code, one of the most compelling apps for mobile commerce, is used as research context example to explore factors which affecting users’ mobile technology usage intentions. We applied the theory of reasoned action (TRA) as a research framework, and structural equation modelling (SEM) analysis was performed by using Smart PLS 3.0 with 172 samples. Results show that all of the hypotheses are supported by significant path coefficients and a high level of R2. While this appeared to be a perfect result, it did not explain phenomena that the authors observed during sampling procedures, and could not by itself solve the problems that marketers have faced in their promotion of mobile QR code usage. Therefore, the study 1 was extended through qualitative analysis. By this analysis, we determined that there are four reasons that individuals cannot scan QR codes, and six categories in limited usage, which explain customers’ scanning willingness and are crucial to future practice. However, an ultimate purpose of firms applying mobile technology is for improving businesses. In the study 2, we extended the work of the study 1 with the same research context of QR code scanning by using the uses and gratifications(U&G) theory with the concept of information attractiveness trying to explore the relationship between customers’ mobile technology usage and customer online purchase intentions. With a sample of 456 valid respondents exploratory factor analysis (EFA) was performed to extract factors by using SPSS12.0. In addition, using AMOS 22.0, confirmatory factor analysis (CFA) and structural equation modelling were carried out to examine the measurement and structural model. The results indicated that both information attractiveness and gratifications of MT use directly affect purchase intentions. It also indicated that information attractiveness positively affect gratifications of MT use. Furthermore, through the gratifications, the total effects from information attractiveness to purchase intentions were enhanced. By an actual QR code scanning before answering the questionnaire of the study 2, this dissertation integrated these two research models to provide a comprehensive model contributing to both academia and practice. The results involved not only the positive perspective but also the negative viewpoint of users’ MT usage intention, while it also filled the research gap of scarcity of the relationship between MT use and MC purchase intention. By integrating these two studies together, we discussed the practical and academic implications and provide recommendations based on the findings and a clear and comprehensive pattern is provided to assist marketers to plan future mobile commerce strategies and to guide researchers to engage in further positivist researches in both fields of MT and MC. |
Databáze: | Networked Digital Library of Theses & Dissertations |
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