The Effect of Conforming Behavior on Behavioral Intention: Evidence of Mobile Application with AR Technology

Autor: Sun, Wei-Chieh, 孫薇捷
Rok vydání: 2018
Druh dokumentu: 學位論文 ; thesis
Popis: 106
Recently, mobile application with augmented reality is emerging and there are countless apps allowed consumers to choose. When facing various choices, consumers usually turns to the Internet for help; however, it is easier to be overwhelmed by online information. A phenomenon called conforming behavior happens when people refer to others’ opinion and imitate their actions during making a decision. With the intense competition in the mobile application market and the rising of augmented reality, it is important and worthy to examine the consumer behavior for app marketers and developers. This study aims to find out the effect of conforming behavior on the intention of downloading mobile application with AR from the perspective of Taiwanese consumers. A research model is proposed in which three actions (online reviews, social media activities, and non-commercial recommendations), that can be explained by conforming behavior are suggested and identify the antecedents of the intention of downloading mobile apps from the perspective of consumers. The proposed model is empirically evaluated using an online survey of 362 subjects and structural equation modeling(SEM) is used to assess the research model. The results reveal that online reviews, non-commercial recommendations, and social media activities have a positive effect on consumers’ attitude. Further, non-commercial recommendations and social media activities can influence perceived value positively as well. However, the findings imply that conforming behavior does not have a significant influence on behavioral intention in the context of AR apps. Possible reason and general discussion are proposed and further insights into AR apps marketing strategies are provided as well.
Databáze: Networked Digital Library of Theses & Dissertations
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