智慧型手機購物的決定因素:購物網的親密度對消費者態度跟使用意願的關係的影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/25515

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25515

Title:	智慧型手機購物的決定因素:購物網的親密度對消費者態度跟使用意願的關係的影響 Determinants of Adoption of Smartphone Mobile Shopping:The Moderating Effect of Intimacy of Internet Shopping Malls
Authors:	趙成寬 Cho, Sungkwan
Contributors:	國際企業管理學系
Keywords:	Smartphone mobile shopping Intimacy of internet shopping malls TAM Korea
Date:	2013-01
Issue Date:	2013-10-14 11:46:07 (UTC+8)
Abstract:	This study explores the determinants of adoption of smartphone mobile shopping. Besides, this study examines the moderating effect of intimacy of internet shopping malls on the relationship between consumer attitudes and intentions to use smartphone mobile shopping. Based on Technology Acceptance Model (TAM) and previous studies, seven hypotheses have been developed and the proposed model has been empirically tested using raw data from 200 Korean respondents in their 20’s and 30’s using their smartphones through an online surveys website. The results of multiple regression analysis using SPSS 18.0 indicate that perceived usefulness, service trust, and perceived enjoyment are key factors for the adoption of smartphone mobile shopping while characteristics of mobile commerce and perceived ease of use are not significantly important. The results of hierarchical regression analysis also confirm that there is no moderating effect of intimacy of internet shopping malls on the relationship between consumer attitudes and intentions to use smartphone mobile shopping. Theoretical and practical implications of the study results are also discussed.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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