International Journal of Mobile Communications (35 papers in press)
Product Attributes and Purchase Intention for Smartphones: A Moderated Mediation Model
by Chun-Mei Chen, Hsian-Ming Liu, Bao-Yi Ann
Abstract: This study was conducted to explore how smartphone addicts decide to adopt a smartphone brand with the related variables of product attributes, brand image, customer perceived value and purchase intension, and find out whether there exists a mediation and moderated mediation effect. The factors to influence the purchase decision of smartphone brands were investigated in order to measure the satisfaction levels of eight product attributes, and to verify the indirect and moderated mediation effects by path analytic methods. This research collected 600 valid questionnaires through face-to-face market surveys with a total of 420 usable responded data. The empirical results proved that the satisfaction of product attributes is positively related to purchase intention, and brand image positively mediates the relationship between the satisfaction of product attributes and purchase intention. The perceived value positively moderates the relationship between the satisfaction of product attributes and purchase intention through brand image. Moreover, when the value of the perceived value is higher, the positive relevance between product attributes and brand image will be strengthened. The findings for strategic implications and how to enhance the purchase intention are provided for the addicts, mobile operators, smartphone manufacturers, and the academia for further study.
Keywords: Product Attributes; Brand Image; Perceived Value; Purchase Intention; Mobile; Smartphone.
Solving the mystery of mobile learning adoption in Higher Education
by Ahmad Samed al-adwan, Amer Al adwan, Hilary Berger
Abstract: The rapid expansion in users of mobile devices, particularly among university students, makes mobile learning (m-learning) the modern style of learning for the new millennium. Thus, it is important to identify and explore the factors that may influence students intention to use m-learning. In Jordan, research on mobile learning adoption is still very narrow. For the purpose of this study, we propose a framework that is based on the unified theory of acceptance and use of technology (UTAUT) model, to explore the potential factors that may impact students intention to acceptance and use of m-learning in developing countries such as Jordan. The proposed framework is empirically tested using a total of 444 paper-based questionnaires, collected from students at four Jordanian universities. The results reveal that effort expectancy, performance expectancy, trust expectancy, self-management of learning, system functionality and social influence are significant determinants of m-learning adoption, and explain 64.8% of the variance in the students intentions to adopt m-learning. Gender and uncertainty avoidance are found to have moderating effects on some of the relationships of the research model. These findings offer multiple useful implications for m-learning adoption, in terms of both research and practice.
Keywords: mobile learning; higher education; technology acceptance; uncertainty avoidance; trust expectancy; self-management of learning; multi-group analysis; structural equation modelling; UTAUT; Jordan.
Understanding the Critical Factors for Successful M-Commerce Adoption
by Ching-Chiang Yeh
Abstract: Prior studies on technology acceptance models (TAM) have been widely used to examine mobile commerce (M-commerce). These studies usually have applied the structural equation modeling (SEM); however, the method has intrinsic limitations in terms of effectiveness and validity. The purpose of this study is to find the critical success factors influencing consumer adoption decision on M-commerce by integrating TAM and decision-making trial and evaluation laboratory (DEMATEL). In order to verify the proposed approach, the Taiwanese are used as illustrative examples. This study finds four critical success factors that influence M-commerce adoption: perceived ease of use, perceived usefulness, value-added, and service functionality. In addition, these factors were identified as the cause and effect factors. The results of this study are presented to M-commerce service providers in facilitating the development of wireless services.
Keywords: Mobile commerce (M-commerce); mobile adoption; technology acceptance model (TAM); multiple criteria decision-making (MCDM); decision-making trial and evaluation laboratory (DEMATEL)
Exploring smartphone social networking services for mobile tourism
by Shuchih Ernest Chang
Abstract: Through advanced mobile technologies, multi-functionalities offered by smartphones are emerging for people to use during travel. Under this circumstance, smartphone users can promptly receive information and accordingly adjust travel plans. Such scenario can be extended to social networking services (SNS) for accessing and sharing information on the go. However, there is little research in such mobile SNS context. This study aims to investigate mobile users' willingness to specifically trust travel advice obtained from smartphone SNS, by conducting a quantitative survey to explore factors influencing users' trust on travel advice acquired from smartphone SNS (TTAASS). Our findings show that both perceived value of smartphone SNS (PVSS) and enjoyment of SNS activity (ESA) significantly influence TTAASS, mobile users' smartphone experience significantly affects ESA and PVSS, ESA significantly affects PVSS, and facilitating conditions significantly affect ESA. These findings can help managers harvest the benefits of mobile social commerce in the ubiquitous commerce environment.
Keywords: social networking services; mobile social networking; smartphone services; mobile tourism services; mobile service trust
Upgrading service quality of mobile banking
by Ming-Chun Tsai, Yu-Ya Chien, Ching-Chan Cheng
Abstract: This study combines the opinions of consumers and experts (managers and scholars) and employs the four-phase research methods (IPGA, DEMATEL, QFD, and MBO) in order to determine the key factors for the superior service of mobile banking. The results of IPGA and DEMATEL show a total of 7 critical service quality factors that need to be improved for mobile banking. According to the QFD results, 6 service quality improvement strategies have been developed, and the sequence of improvements is are adequately discussed herein. Lastly, this study establishes a set of mobile banking objective management progress control and performance evaluation sheets, based on the concept of MBO, in order to manage and control the improvement progress and effect of mobile banking service quality. The proposed mechanism can achieve the objective of superior service quality in an expedited manner with limited resources.
Keywords: mobile banking; importance-performance and gap analysis(IPGA); decision making trial and evaluation laboratory(DEMATEL); quality function deployment(QFD); management by objective(MBO)
Factors Influencing the Adoption of Mobile Commerce in Taiwan
by Yu-Hung Chou, Ting-Yu Li, Chien-Ta Ho
Abstract: With the growing popularity of smartphones and tablets, the number of people who use wireless Internet, including mobile Internet, reached 11 million in 2013 (TWNIC 2013). The number of m-commerce services and applications used by customers in Taiwan is still small. This study aims to investigate the factors that predict users behavioral intention to adopt m-commerce in Taiwan. It is based on the revised Unified Theory of Acceptance and Use of Technology model (UTAUT), and two of Hofstedes cultural dimensions (power distance and uncertainty avoidance) as moderators on the UTAUT model to enhance the understanding of influencing users intention of using m-commerce. The study sample surveyed with online questionnaires consists of 435 valid respondents. The research result shows that effort expectation, performance expectation, social influence, and trust significantly influence the behavioral intention to use m-commerce. For moderator effects, power distance has an interacting effect with social influence, and has a negative relationship with social influence on behavioral intention to use m-commerce.
Keywords: Mobile Commerce; National Culture; UTAUT; Behavioral Intention.
It matters who shares and who reads: Persuasive outcomes of location check-ins on Facebook
by Hyang-Sook Kim, Mun-Young Chung
Abstract: Despite an emerging trend of location check-ins as a means of mobile communication among Facebook users, little attention has been devoted to the value of location check-ins as marketing potential. In particular, little is known about how mobile users process and assess location information shared by their friends on Facebook. Undergirded by persuasion knowledge and dual processing models, a self-instructed online survey with 255 undergraduate students found that friendship tie strength was positively correlated with students attitudes toward and perceived credibility of the location information shared by their Facebook friends. However, this relationship was true of those who reported a high level of mobile phone competence rather than those with low mobile phone competence. Prior experience with location sharing on Facebook was also positively correlated with students evaluations of the location information. Theoretical and practical implications were discussed.
Keywords: Location-based information sharing; Facebook check-ins; friendship ties; mobile phone competence; persuasion knowledge model; dual processing models.
How to Increase the Awareness of In-App Mobile Banner Ads: Exploring the Roles of Banner Location, Application Type and Orientation
by Mesut Çiçek, İrem Eren-Erdoğmuş, İkram Daştan
Abstract: In-app mobile banner ads appear as promising communication tools and are increasing in popularity due to spread and use of mobile technologies in consumers life. On the other hand, the effectiveness of these ads is under scrutiny due to banner blindness and habituation. Till now, there have been a limited number of studies to explore the dynamics of crafting an effective in-app banner ad. This study aims to fill this gap in research by applying an experimental design to examine the effects of banner location, application type, and application orientation. The results of the study show that all the factors had an effect on recall of in-app mobile advertising. Users recalled the banner and its contents better when the context was landscape game and the banner was located at the top. In all contexts, recall was higher when the banner was located at the top of the application. The results of this study contribute to the extant knowledge on literature and also put forth significant implications for the brand owners that want to use in-app mobile ads in the future
Keywords: Mobile Ads; In-App Advertising; Digital Ads; Mobile Banner; Mobile applications.
Evaluation of Smartphone User Experience: Identification of Key Evaluation Items and Their Relationships
by Kwang-Jae Kim, Hyun-Jin Kim, Jinho Yim, Jun-Yeon Heo, Min-Jun Kim, Seungchul Shin, Hyo-in Ahn
Abstract: User experience (UX) refers to the comprehensive experience of a user when interacting with a product. UX plays an essential role in enhancing the value of a product in the current marketplace. Compared with a feature phone, a smartphone enables users to significantly extend the usage of the device. Given the impressive market growth of the smartphone, evaluating its UX has become important in its development process. However, studies on the evaluation of smartphone UX are limited. Thus, we conducted a study on smartphone UX from the perspective of UX evaluation. At first, a total of 329 evaluation items for smartphone UX were identified based on literature review and user study, and they were categorized as product, context, and emotion items. Then, to utilize the items in the three categories, we proposed a two-phase procedure for UX evaluation consisting of identification of key items (Phase 1) and identification of causal relationships among the key items (Phase 2). As a case study, seven key contexts were identified and the relationships of key items were statistically identified based on 461 user data. The results of this study can help practitioners evaluate their smartphone UX in a systematic manner.
Keywords: user experience (UX); UX evaluation; smartphone UX; evaluation items; smartphone evaluation.
What Does the Twitter Mean for the Traditional Media Users?
by Yoosun Hwang
Abstract: Though the perspectives on Twitter highlight its functions as an information medium, this study explores the conversational aspect of Twitter to broaden the concept of social media. Since various media co-exist and media is used transversely, the present study examines functional alternatives that take the relationship with traditional media into consideration as a theoretical background. Twitter users predispositions regarding the level of adaptation to the technology of SNSs and the sociopolitical inclinations were incorporated. Data were obtained via online survey and correlation and multiple regression analyses were conducted. The results reveal that the amount of traditional media use positively relates to Twitter activity and conversation. The users perceived communication competence and sociopolitical characteristics predict the degree of Twitter conversation. Based on these findings, implications about being social on Twitter were discussed.
Keywords: Twitter; mobile; wireless; information; conversation; functional alternatives; being social.
Factors Influencing the Forwarding Behaviour of Mobile Phone Users in the Context of Mobile Advertising in Europe
by Vesela Tyufekchieva, Philipp Reichhart
Abstract: The importance of word of mouth (WOM) as a source of information for consumers to draw from when making a purchase decision has been acknowledged by scholars and practitioners alike. With the technological development on a global scale a new type of word of mouth has emerged, namely the mobile word of mouth. Mobile phones have become an essential means of communication for consumers and the mobile word of mouth has a great potential to influence individuals at any stage of the decision-making process. The current research seeks to find an answer to the question of what factors influence an individuals decision to participate in mobile word of mouth (mWOM) using an empirical study. It was found that value perceptions have an impact on mobile users desire to participate in WOM. Contrary to hypothesised, the desire to participate in WOM does not lead to a higher intention to speak positively about the mobile advertising campaign.
Keywords: mobile commerce; mobile marketing; mobile advertising; word of mouth; purchase behaviour; forwarding behaviour.
Application of Kano Model and IPA on Improvement of Service Quality of Mobile Healthcare
by Jui-Chen Huang
Abstract: The purpose of this study was to integrate the Kano model with IPA to improve the service quality of mobile healthcare, as well as to better determine the priority of the quality attributes to be improved. This study used the Kano model and the composite E-S-QUAL and E-recS-QUAL scale to classify the two-dimensional quality characteristics of Kano and calculate the customers level of satisfaction when each service quality attribute was sufficient and the level of dissatisfaction when each service quality attribute was insufficient. Moreover, this study used the coefficient of the service quality attributes to develop a customer satisfaction coefficient matrix that could confirm the improved service quality, and then used IPA to confirm the service quality attributes for priority improvement. The attributes that were both effectiveness-improved service qualities and service quality attributes for priority improvement were critical service quality attributes. The research results showed that the use of mobile healthcare is safe and that mobile healthcare systems can protect an individuals privacy, which are two key factors for improving the service quality of mobile healthcare. Therefore, under the premise of limited resources, the priority for quality improvement could be strengthened and products that meet the needs of users could be proposed to improve the utilization rate of mobile healthcare and reflect its effectiveness.
Keywords: mobile healthcare (mHealthcare); Kano model; Importance-performance analysis (IPA); Service quality.
Activity based Linkage and Ranking Methods for Personal Dataspace
by Deependra Kumar Sah, Xiaobo Wu, Mingqi Lv, Hamid Turab Mirza
Abstract: This research was conducted to alleviate desktop activity support deficiency, which occurs due to the lack of links between desktop resources. The research exploited information such as associations, contexts, and activity information about accesses to local resources, and translated this information into a personal linkage structure. More specifically, the research presented a novel approach to link and rank desktop resources by analyzing users
Keywords: User activity; Ranking method; Personal information management; Desktop search; Personal dataspace; Ranking algorithm; Activity based ranking system; Activity based linkage; Resource linkage.
Culture, trust and business ecosystems: the mediating role of online chat in China
by Ke Rong, Davide Secchi, Yongyi Shou
Abstract: This paper analyses the case of Taobao (the B2C and C2C platform of Alibaba Group), the focal firm in a large online shopping ecosystem in China. The study attempts to reframe the business ecosystem considering the impact of cultural dimensions. Findings show that in a society with strong culture of guanxi and collectivism, a computer-mediated online communication tool works as a surrogate for real-life experience of socially binding behaviours to organise ecosystem stakeholders such as online marketplace owners, customers and sellers. The perception of collectivism affects the effectiveness of the communication tool, which, in turn, facilitates trust building between sellers and buyers. The result is unique and tied to a society dominated by guanxi and collectivism, and shows how it addresses socio-cultural needs through a computer-mediated communication technology.
Keywords: business ecosystem; culture; trust; communication; complementor; guanxi; collectivism.
Impact of Privacy Concern on Using Mobile Social Networking Apps: An Empirical Study
by Xin Tan, Yongbeom Kim, Li Qin
Abstract: In this study, we investigated the level of privacy concern among users of mobile social networking (MSN) apps, and the effect of users privacy concern on their acceptance of MSN apps. Based on the social exchange theory as well as the uses and gratification theory, we developed a research model to hypothesise the relationships among privacy-related constructs. We tested the research model using the data collected from a survey study. Our data analysis indicates that survey respondents have privacy concern when using MSN apps. However, the direct effect of privacy concern on users behavioural intention is not statistically significant, while enjoyment has a significant positive influence on the behavioural intention. The antecedents of enjoyment and privacy concern are found to significantly affect their respective dependent variable. The findings help researchers and practitioners better understand the impact of privacy concern on users acceptance of MSN apps.
Keywords: mobile apps; privacy concern; social exchange; social networking;
uses and gratification.
Effect of New Service Modes were Introduced to Banking Industry: A Comparative Analysis of Internet and Mobile Banking
by Yi-Hsien Wang, Kuang-Hsun Shih, Hsin Hui Yeh
Abstract: With the increasing advancements of mobile communication technologies, the modern service business mode has gradually developed into a service form differ from the previous form. Following new service modes were introduced to the banking industry, the transaction security and planning design of service projects as the most important factors. Whether market investors hold a positive attitude towards the introduction of new mobile financial service modes to the banking industry is an issue worth exploring. Empirical results show the markets response to financial enterprises introduction of new service modes and provide future investors with reference for different dimensions when introducing new information services.
Keywords: event study; information effect; mobile banking; new service modes.
Mitigating unfairness problem in WLANs caused by asymmetric co-channel interference
by Md. Sultan Mahmud, Md. Forkean Uddin
Abstract: The impact of co-channel interference is investigated in IEEE 802.11 based wireless local area networks (WLANs) via simulation and it is found that the throughput unfairness among the users is severe due to asymmetric co-channel interference among the users. A centralized algorithm is proposed based on an analytical formulation to mitigate the throughput unfairness problem in WLANs by configuring the minimum contention window (CW) of the nodes. A heuristic is developed based on the results of the centralized algorithm to configure the minimum CW of the nodes and then a simple and practical distributed algorithm is proposed to mitigate the throughput unfairness problem in WLANs. The performance of the proposed algorithms is evaluated by simulation and found to be very effective to mitigate the throughput unfairness problem in WLANs.
Keywords: co-channel interference; CSMA/CA; contention window; fairness; throughput; wireless local area networks.
Market positioning factors of APP services
by Hsiao-Chen Chang, Kuang-Hsun Shih
Abstract: In the environment with rapid changing, the digital content industries of cultural and creative play a unique and essential role in intercultural communication and become the key to promote economy and life quality. The study using Analytic Network Process method to analyze the content developer of APP services sector, trying to find the major market positioning factors of APP services. The structure of this research follows the five dimensions and 17 factors mapped with the critical factors of the digital content industry. The questionnaire with the reliability be answered by the experts in the semi-structured way. The results show that educating personnel in digital content industry should focus on technology development and creativity. The key factors in digital content industry are creativity, education of personnel, and development of platform, and development of APP, among which the major market positioning are for the entertainment products.
Keywords: APP design; digital content; market positioning; mobile communications.
Can Mobile Taxi Redefine the Transportation Industry? A Systematic Literature Review from the Consumer Perspective
by Keng-Boon Ooi, Fang-Ee Foo, Garry Wei-Han Tan
Abstract: In the past, taxi booking can be a hassle. Consumers must queue at one of the designated taxi stands, hail a taxi by the roadside or dial through a specific phone-based booking hotlines. However, with the recent agglomeration and proliferation of three important technologies (e.g., 4G, GPS and smartphone devices), taxi booking has never been easier. Today, consumers can book a taxi using one of the available apps in their smartphone. This new technology innovation is known as mobile taxi (m-taxi). While there are huge potential of adopting m-taxi, surprisingly little research was conducted on the acceptance of consumers. The study intends to close the research gap by proposing a conceptual model on the motivation of consumer to adopt m-taxi. The study serve valuable information to scholars and also practitioners such as mobile software developers, policy makers and tourism-related organizations who wish to integrate m-taxi as part of their business and marketing strategies.
Keywords: Malaysia; Mobile Commerce; Mobile Taxi (m-taxi); Partial Least Square Structural Equation Modeling (PLS-SEM); Unified Theory of Acceptance and Use of Technology (UTAUT).
A Technology Acceptance Model for the Perception of Restaurant Service Robots for Trust, Interactivity, and Output Quality
by Wen-Hwa Lee, Ching-Wen Lin, Kuang-Heng Shih
Abstract: Robotics has entered food services for orders and deliveries. Robots not only attract customers attention, but also solve the problems of human resource shortages, training, and turnover rates. For these reasons, restaurant robots may become staple in future culinary experiences. The present study attempts to study the perception of restaurant robots using technology acceptance model (TAM) with trust, interactivity, and quality of output as the variables. The interviewed subjects are general managers or deputy managers in more than 100 restaurants in Taiwan. The results indicate that attitude positively influences acceptance with perceived usefulness and perceived ease of use positively nudges attitude. Perceived ease of use significantly increases perceived usefulness. Trust and the quality of output significantly affect perceived usefulness, as does interaction has a positive influence on perceived ease of use. Finally, we hope this research result will shed some light on the future implementation of robotics in restaurant services.
Keywords: restaurant service robotics; TAM; technology acceptance model;
trust; interactivity; output quality.
A value sampling method for evaluating user value: a case study of a smartphone
by Jaehyun Park, Sung H. Han
Keywords: user studies; evaluation method; value sampling method; user experience; smartphone.
Factors Affecting Satisfaction and Brand Loyalty to Smartphone Systems: A Perceived Benefits Perspective
by Ting-Peng Liang, Chia-Yin Lai, Ting-Peng Liang, Chia-Yin Lai, Hsu, Chao-Min Chiu, ChangTse Hsieh
Abstract: Adoption of mobile devices is an important issue in mobile commerce. This study extends Bhattacherjees post-acceptance model of IS continuance that examines the relationships among expectation confirmation, user satisfaction, perceived usefulness and brand loyalty. His model was extended to investigate the potential impacts of functional, experiential and symbolic benefits on smartphone users repeat purchasing behaviour. Data from 527 valid smartphone users were collected to test our hypotheses. Major findings suggest that expectation confirmation has significant impacts on perceived benefits and user satisfaction, which in turn have a positive and significant effect on brand loyalty. Perceived benefits could effectively capture the perceived usefulness of smartphones. Their effects on brand loyalty, however, differ for different brands.
Keywords: brand loyalty; expectancy confirmation theory; experiential benefits; functional benefits; IS continuance; satisfaction; symbolic benefits.
Research on Mobile Social Non-uniform Hypernetwork Evolving model
by Fuhong Wang, Jinli Guo
Abstract: The modeling studies for the mobile social network will help to understand the characteristics of network structure and evolution mechanisms. In order to improve the accuracy of description of mobile social hypernetwork model, this paper takes the WeChat as a sample and puts forward a non-uniform hypernetwork (hypergraph-Oriented) model with the attractiveness and the ages of nodes. In the model, nodes arrive at the system in accordance with Poisson process and are gradually aging as the growth of time. We analyze the relevant characteristics of hypernetwork evolution and obtain the stationary average hyperdegree distribution of the hypernetwork by the characteristic equation. Numerical simulations of the models agree with the analytical results well. The whole research aims to provide support for the dynamics rule of mobile social hypernetwork and to provide a new perspective for the study of mobile social hypernetwork.
Keywords: Mobile Social hypernetwork; node aging; evolution model;Wechat.
Exploring perceived risk, perceived trust, perceived quality and the innovative characteristics in the adoption of smart Government services in Jordan
by Mohammed-Issa Riad Mousa Jaradat, Akram A. Moustafa, Abedalellah Mohammed Abedalellah Mohammed
Abstract: The main purpose of this study is to introduce and examine the factors affecting the intention to adopt and use of smart government services among Jordanian citizens. This study proposed a theoretical model based on Diffusion of Innovation Theory (DOI) and integrated external constructs perceived risk, trust, and quality. Furthermore, this study is intended to investigate the moderating effect of gender and experience. Data were collected from undergraduate university students by using a paper-based questionnaire and analyzed by using a WarpPLS 5.0 software. The results show that relative advantage, trialability and observability are important factors in explaining the individual's intention. Meanwhile, compatibility and complexity do not exert any significant influence. Moreover, experience plays an important role in moderating some of the hypothesized relationships. Meanwhile, gender does not have any moderation influence. This study's model explained approximately 40% of the variance in intention to adopt and use s-government services. Implications, limitations and suggestions for future studies are discussed.
Keywords: electronic government; mobile government; smart government; diffusion of innovation theory; DOI; perceived risk; perceived trust; perceived quality; gender; experience; Jordan.
A Comparison of Mobile Banking Service Quality between APP and Web Browser
by Ming-Chun Tsai, Shou-Yen Lin, Shu-Ping Lin
Abstract: This study aimed to explore the customer demands for service quality on both the APP platform and Web browser platform, and compare the differences of service demands among customers of different ages regarding the APP platform and Web browser platform. A questionnaire survey was conducted on banking customers of the APP platform and Web browser platform in Taiwan. This study utilized the moderated regression model to classify Kano two-dimensional quality. The findings showed that the Kano two-dimensional quality of mobile banking service were quite different between the APP platform and the Web browser platform. The service demands among customers of different ages were also quite different regarding the APP and Web browser platforms. These results suggested that the management strategies of mobile banking should be put forward according to customer demands for service quality on the different platforms.
Keywords: mobile banking; mobile service quality; APP platform; web
Customer-based brand equity of smartphone in the emerging market
by Yin-Tsuo Huang, Kuang-Hsun Shih
Abstract: The purpose of this paper is to extend a comprehensive dimension of consumer-based brand equity (CBBE) by incorporating the key indicator perceived attribute of innovation, which is derived from innovation diffusion theory. To verify the model, data collected from the smartphone market in Taiwan are divided into two groups in an attempt to further understand brands' predisposition: high CBBE and low CBBE. The findings show that in the evaluation of perceived attribute of innovation, consumers with high CBBE have a greater effect on overall CBBE than those with low CBBE, and for consumers with low CBBE, perceived attribute of innovation plays an antecedent variable to brand association and perceived quality and, in turn, affects overall CBBE. Another significant finding of this study is that the effect of price premium on overall CBBE is significant for consumers with high CBBE but not for consumers with low CBBE.
Keywords: brand association; brand awareness; brand loyalty; consumer-based brand equity; perceived attribute of innovation.
Modelling mobile money adoption: a Malaysian perspective
by T. Ramayah, Lam Siew Lian, Syed Abidur Rahman, Seyedeh Khadijeh Taghizadeh
Abstract: This study attempts to validate the extended theory of planned behaviour (TPB) model to study mobile money services adoption among Malaysian consumers. A total of 200 usable questionnaires were secured using a structured questionnaire. We used the second-generation analysis of partial least square (PLS) using SmartPLS to test the hypotheses developed for this study. The analysis showed that perceived ease of use, perceived risk and convenience are the major predictors of the attitude of mobile money service adoption. This empirical study adds value in validating the TPB model in a new setting. The managers of service providers may use this model to design and develop secure, convenient and easy-to-use mobile money services which can result in effective marketing strategies that would encourage consumers to use such services.
Keywords: attitude; behavioural control; convenience; ease of use; intention; mobile money; perceived risk; personal innovativeness; subjective norms.
A comparative study on attitudes towards SMS advertising and mobile application advertising
by Gökhan Aydin, Bilge Karamehmet
Abstract: The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar.
Keywords: mobile advertisement; mobile advertising; mobile application advertisements; mobile application marketing; mobile marketing; mobile marketing communications; SMS advertising; SMS marketing; wireless marketing.
How people utilise tweets on movie selection? The reverse effects of e-WoM valence on movie sales
by Hyunjeong Kang, Sangmi Chai, Hyong Uk Kim
Abstract: The volume of big data being generated by social network sites (SNS) is increasing significantly. This study seeks to identify the market-applicable insights concerning the text-type big data generated by SNS and to suggest market reaction strategies for responding to signals emerging from big data. Since people can instantly access large amount of online word-of-mouth (e-WoM) contents due to mobile communications, movie sales are influenced significantly from various SNS contents. Based on this phenomenon, we focused on Twitter, one of the most prevalent micro-blogging services. This research conducted a sentiment analysis to determine consumer valences regarding products. This study finds that the extremity of sentiment - as measured by growth speed in the number of positive or negative tweets - changed the direction of the tweets' positive or negative effect on revenue regardless of the valence of the word-of-mouth. The implication for SNS marketing professionals will be discussed.
Keywords: analytics; big data; mobile communications; sentiment; SNS; Twitter; valence; word-of-mouth.
Mapping user experience of multiplatform services: the quality factors in multiplatform television
by Dong-Hee Shin, Yongwoon Shim
Abstract: Multiplatform television (MT) services have rapidly gained popularity as convergence technologies and advanced fast. The emergence of MT services has challenged industries to develop strategies to communicate effectively as users simultaneously and sequentially engage with multiple devices throughout the day. In light of this rapid development, this study analyses user behaviours with regard to MT services with a particular focus on the user experience. Particularly, this study examines the relationship between human experience and quality perception of MT and develops a conceptual model for quality of experience (QoE) in MT. It proposes a user experience model, conceptualising QoE specific to MT and highlighting relationships with other factors. The model establishes a foundation for future MT service categories through a heuristic quality assessment tool from a user-centred perspective. The results provide a ground truth basis for developing future services with QoE requirements as well as for dimensioning the underlying network provisioning infrastructures, particularly with regard to mobile access technologies.
Keywords: multi-platform; multiplatform service; multi-screen strategy; over-the-top; quality measurement; quality of experience; quality of service; user experience.
Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value
by Ing-Long Wu, Wei-Hung Hsiao
Abstract: Mobile advertising has increasingly become popular in the purpose of marketing. However, consumers do not recognise the value of mobile advertising. Thus, the primary work focuses on improving the value of mobile advertising so that consumers do not think mobile advertising is equivalent to spam. It has focused on either message content or technology use for its effectiveness. Mobile advertising failed to consider personal involvement, as mobile advertising is mainly to provide personalised information for consumers. Three major concerns arise are follows: personal involvement, message content and user interactivity. Advertising value may be temporary to define its effectiveness. Consumer loyalty is defined as the final target for mobile advertising. This study proposes a model to include the three key drivers, advertising value, and consumer loyalty. The findings show an important link among these components. Implications for managers are discussed.
Keywords: advertising value; consumer loyalty; message content; mobile advertising; personal involvement; user interactivity.
Mobile communication and pro sports: motivation and fan loyalty
by Seok Kang
Abstract: The main focus of the current study is on professional (pro) sport fans' loyalty development through mobile phone use. The mobile phone offers a spatiotemporal interface where sport fans present individual and collective responses to teams and players. Guided by uses and gratifications theory, the study assumes that motive types of mobile phone use for pro sports to be potential predictors of attitudinal/behavioural loyalty and sport fandom. Mobile competence and size of strong-tie networks are also taken into account as interactive components in the examination. From a national panel survey of 405 respondents, the results found that mobile phone use was classified into either instrumental or ritualistic motives. The instrumental motives predicted behavioural loyalty and sport fandom. The ritualistic motives were associated with attitudinal loyalty. Mobile competence was interactive with the instrumental motives to predict behavioural loyalty and sport fandom. Instrumental mobile phone users in a large strong-tie network had high behavioural loyalty. Implications and suggestions are discussed.
Keywords: attitudinal fan loyalty; behavioural fan loyalty; mobile competence; mobile phone; mobile phone motives; spatiotemporal interface; sport fandom; strong-tie network; uses and gratifications; wireless communication.
Understanding consumer adoption of mobile commerce and payment behaviour: an empirical analysis
by Wan-Rung Lin, Yi-Hsien Wang, Kuang-Husn Shih
Abstract: This study explored experts' views using the analytic network process and investigated consumers' usage of mobile payment using structural equation modelling. This study included two stages: the determinants of consumers' use of mobile commerce, and their act of payment. The expert questionnaire survey found that security concerns and privacy concerns are the most important factors, especially whether authorised personal information can be highly protected. In terms of the key factors influencing consumers' use of mobile payment, consumers expect to improve availability through the perfection of mobile payment content. However, a higher content integrity means greater complexity. While security and privacy concerns are improved, negative emotion may be caused. Finally, a comparison of the results found that 'security and privacy concerns' are regarded as most important by consumers and experts; however, they have different views in other aspects. The findings can serve as a reference for the industry, government, and academia as well as relevant manufacturers, to build a mobile payment platform and develop related business and support measures.
Keywords: analytic network process; mobile commerce; mobile payment; structural equation modelling.
Investigating predictors of smartphone dependency symptoms and effects on academic performance, improper phone use and perceived sociability
by Trisha T.C. Lin, Yi-Hsuan Chiang
Abstract: This study investigates the relationships between predictors (i.e., personal traits and mobile activities) of smartphone dependency and its impacts on improper phone use, academic performance and perceived sociability. Using a stratified sampling method, a web survey obtained data from 438 undergraduate smartphone users in Singapore. PLS results show that improper phone use is a critical factor which mediates the effects of smartphone dependency symptoms on grade point average and perceived sociability. Youths who feel higher leisure boredom tend to have more smartphone dependency. Female users are more likely to have smartphone dependency symptoms than males. The results also show that using mobile phones for videos and mobile gaming are better predictors of smartphone dependency symptoms than using it for social media and traditional phone activities. Theoretical and practical implications are discussed.
Keywords: gender; GPA; leisure boredom; perceived sociability; sensational seeking; smartphone dependency.
The dynamic hydropower troubleshooting information based on EMD multi-scale feature entropy extraction
by Shibao Lu, June Wei, Haijun Bao, Yangang Xue, Weiwei Ye
Abstract: Hydropower is a kind of clean energy which is renewable and pollution-free with low operating costs. However, the vibration of the hydraulic turbine generator which has not yet been effectively resolved has seriously affected the efficiency of hydroelectricity exploitation. This report includes the multi-scale entropy analysis of the fluctuating signals created by pressure within the hydraulic turbine's draft tube. The analysis is based on the empirical model decomposition method, using the mobile communication technology. The signal was resolved into multiple intrinsic mode functions (IMF) situated on a local characteristic time scale. Energy level indexes were then calculated according to these IMFs. These indexes were then used in order to establish the entropy's multi-scale characteristic value. Next, the entropy's value was used as eigenvector for the identification of different failure modes. Tests were conducted using the fluctuations in the pressure signals created through the mobile communication. The results of these tests show that this method is highly accurate and that it is effective when used to extract eigenvectors in the context of hydraulic turbine generator units. The method was relatively accurate where the extraction of highly complex and specific data relating to the dynamic characteristics of a hydraulic turbine generator was concerned.
Keywords: energy index; extraction of characteristics; failure mode identification; mobile communication technology; multi-scale characteristic entropy.