International Journal of Mobile Communications (27 papers in press)
by Yu-Min Wang, Wei-Cheng Lin
Abstract: Contactless payment is a revolutionary innovation in transaction payments. Little is known, however, about what shapes consumers willingness to use this method. This study investigates the antecedents of consumer intention to pay using contactless credit cards, along with relationships among these antecedents. Based on the technology acceptance model and innovation diffusion theory, eight variables (usefulness, ease of use, perceived behavioural control, compatibility, perceived risk, trust, personal innovativeness, and consumer involvement) are proposed to analyse consumer decisions to pay using contactless credit cards. The model was evaluated using survey data from 246 consumers in Taiwan. The results indicate that compatibility and perceived risk are key determinants of consumers use intention to pay by contactless credit cards. However, consumers do not appear to consider the main constructs of TAM in their use intention. This study extends the knowledge of consumers payment-decision making and provides insights into how to promote contactless credit cards.
Keywords: contactless payment; contactless credit card; consumer use intention; transaction payment.
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.
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
How do Network Externalities Affect Customers
by Ting Zhu, Yaobin Lu, Sumeet Gupta
Abstract: Faced with the fiercely competitive mobile apps market in China, many mobile app store managers developed their own communities to improve the users adoption and retention. Those communities help make consumers a sense of the amount of users in mobile app stores and expand the complementarity of mobile app stores. Thus, in this study, we examine how network externality affects customers intention to adopt app store using the concept of perceived value. Based on the theoretical frame of customer
perceived value (CPV), we present a research model that integrates network externalities to adoption intention. The results of this study indicate that network externality has a positive and highly significant effect on CPV, which in turn affects peoples intention to adopt. However, perceived price structure describing the financial value does not have a significant influence on adoption intention. Implications for theory and practice are presented.
Keywords: network externality; perceived value; multi-dimensional value; adoption intention.
What triggers impulse purchase in Facebook commerce?
by Lai-Ying Leong, Noor Ismawati Binti Jaafar, Ainin Sulaiman
Abstract: Facebook commerce or f-commerce has become a new trend in mobile commerce (m-commerce) due to the advancements in mobile communications and social media technologies. Despite a huge business potential in f-commerce, impulse purchase in f-commerce is still not well understood. Unlike previous f-commerce studies which had focused on apparel; e-service quality; organic rice; and membership continuance intention, the current study investigated utilitarian-, hedonic-, and trust-motivations effects on participation that influences urge to purchase and ultimately impulse purchase. The effects of the personality trait of urgency towards urge to purchase and impulse purchase were also examined. A sample of f-commerce users was selected and their responses were analysed using PLS-SEM. The model can explain 52.8%, 47.4%, 41.1% and 33.3% variance in impulse purchase, participation, urge to purchase and trust. These findings will be beneficial to the mobile commerce retailers, marketers and other f-commerce stakeholders in formulating their marketing strategies and policies.
Keywords: mobile communications; m-commerce; f-commerce; impulse purchase; urgency; Facebook participation.
The impact of mobile marketing on online consumer buying behavior: empirical evidence from Pakistan
by Abdul Waheed, Jianhua Yang
Abstract: The revolutionary technology has dramatically shifted the marketing operations toward wireless communications networks owing to the emergence and widespread diffusion. In contrast, consumer buying behaviour is also transforming toward advanced means of the technology over the past decades. The present study investigates the relationship between mobile marketing and online consumer buying behaviour within the contextualisation of Pakistan. The surveys were distributed among 1000 consumers between January 2016 and June 2016. Structural equation modelling using SPSS/AMOS was employed to examine the study hypotheses. The findings revealed the significant correlation between mobile marketing and online buying behaviour. The profound examination affirmed the positive relationships of each element of mobile marketing such as MMS, WAP, and SMS marketing. Despite, this study suggests several managerial implications together with future directions for academic researchers and practitioners.
Keywords: mobile marketing; SMS advertising; WAP advertising; MMS advertising; online consumer buying behavior; Islamic Republic of Pakistan.
Exploring the Influence of Mobile Technology Usage in the Back-end Process of Mobile Commerce: A Perspective of Combining Uses and Gratifications with Information Attractiveness
by Chien-Ta Bruce Ho, Jhong-Min Yang
Abstract: Mobile technology (MT) plays a key role in whole mobile commerce (MC) process. The ultimate purpose of firms applying MT is for improving business. We use QR code, one of the most compelling apps for MC, as research context example attempts to explore the relationship between users usage of MT and subsequent online purchase intentions. We used the uses and gratifications (U&G) combining with the concept of information attractiveness as a research framework. With a sample of 456 valid respondents, exploratory factor analysis (EFA), confirmatory factor analysis and structural equation modelling were carried out to examine the measurement and structural model. The results indicated both information attractiveness and gratifications of MT use directly affect purchase intentions. It also indicated information attractiveness positively affect gratifications of MT use. Finally, this paper discusses the practical and academic implications and provides recommendations based on the findings.
Keywords: Mobile commerce; Mobile technology; Use and gratifications; Information attractiveness; Information richness; Information quality; Instrumentality; Mobility; Immediate access; QR code.
The Grass is Greener: Developing and Implementing a Green Consumer Satisfaction Index
by KUANG-HENG SHIH
Abstract: The main purpose of the study is to construct a green customer satisfaction index (GCSI) model to explore green consumer behaviours. This study validates the GCSI model by performing a case study on eco-smart hotels from 527 customers. The structural equation modelling (SEM) is then applied to verify the outcome of the GCSI model. There are seven variables in the GCSI model: green perceived quality, green corporate social responsibility, green expectation, green brand image, green perceived value, green customer satisfaction, and green customer loyalty. Due to the recent growth in mobile commerce and its effect on green industries, this paper will also discuss some of the needs and future concerns of mobile users. The research outcome reveals that Green Customer Satisfaction positively affects Green Customer Loyalty. Green Corporate Social Responsibility, Green Expectation, Green Brand Image, and Green Perceived Value enhance Green Customer Loyalty through Green Satisfaction.
Keywords: Mobile Commerce; Green Customer Satisfaction Index (GCSI); Eco-Smart Consumer; Green Consumer Behaviors.
Is Snapchat a Good Place to Advertise? How Media Characteristics Influence College-aged Young Consumers
by Huan Chen, Yoon-Joo Lee
Abstract: In recent years, Snapchat has gradually gained popularity among young consumers, and more and more companies have included Snapchat into their mobile marketing campaigns. However, only little academic research has been conducted to explore Snapchat marketing. In order to fill the research gap, the current study is designed to investigate how perceived media characteristics of Snapchat influence college-aged young consumers' receptivity of Snapchat advertising by using a mixed method research design. The qualitative study revealed that according to college-aged consumers, Snapchat is the most intimate, casual, and dynamic medium which provides them with information, socialisation, and entertainment. The quantitative study uncovered that the perceived intimacy and casualty have a positive impact on young consumers' attitude toward Snapchat; only the perceived intimacy has a positive impact on purchase intention towards brands advertised on Snapchat. Theoretical and practical implications were offered.
Keywords: Snapchat; social media; social media marketing; mobile marketing; mobile advertising; mixed method.
Factors influencing the adoption of mobile commerce in Taiwan
by Yu-Hung Dennis Chou, Ting-Yu Delia Li, Chien-Ta Bruce 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. 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' behavioural 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 Hofstede's 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 behavioural 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 behavioural intention to use m-commerce.
Keywords: behavioural intention; mobile commerce; national culture; UTAUT.
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 amongst 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 elaboration likelihood models, a self-instructed online survey with 255 undergraduate students found that friendship tie strength was positively correlated with students' attitudes towards 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: elaboration likelihood model; Facebook check-ins; friendship ties; location-based information sharing; mobile phone competence; persuasion knowledge model.
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 the literature and also put forth significant implications for the brand owners who want to use in-app mobile ads in the future.
Keywords: digital ads; in-app advertising; mobile ads; mobile applications; mobile banner.
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 the literature review and user study, and they were categorised as product, context, and emotion items. Then, to utilise 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: evaluation items; smartphone evaluation; smartphone UX; user experience; UX; UX evaluation.
What does the Twitter mean for the traditional media users?
by Yoosun Hwang
Abstract: Although 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 the 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 Social network sites and the socio-political 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 socio-political characteristics predict the degree of Twitter conversation. Based on these findings, implications about being social on Twitter were discussed.
Keywords: being social; conversation; functional alternatives; information; mobile; Twitter; wireless.
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 WOM has emerged, namely the mobile word of mouth (mWOM). Mobile phones have become an essential means of communication for consumers, and the mWOM 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 individual's decision to participate in 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: forwarding behaviour; mobile advertising; mobile commerce; mobile marketing; purchase behaviour; word of mouth.
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 scales 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 individual's 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 utilisation rate of mobile healthcare and reflect its effectiveness.
Keywords: importance-performance analysis; IPA; Kano model; mobile healthcare; mHealthcare; service quality.
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; collectivism; communication; complementor; culture; guanxi; trust.
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 analysing users' activities over time, and exploited the associative links of resources from their implicit access patterns. Furthermore, multiple ranking methods, such as frequency of access, recency of access, focus time, and connectivity of resources, were proposed. Prototype systems were also developed, and a user study was conducted to validate the effectiveness of the proposed methods. The results showed that ranking desktop resources by their relevance - as carried out in this research - could improve activity-specific support, as well as overall performance in the area of personal information management.
Keywords: activity based ranking system; activity based linkage; desktop resource; desktop search; personal dataspace; personal information management; ranking algorithm; ranking method; resource linkage; user activity.
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 user's 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.
Mitigating unfairness problem in WLANs caused by asymmetric co-channel interference
by Md. Sultan Mahmud, Md. Forkan 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 centralised 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 centralised 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.
Effect of new service modes was introduced to banking industry: a comparative analysis of internet and mobile banking
by Yi-Hsien Wang, Kuang-Husn 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 market's 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.
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). Although 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 serves valuable information to scholars and also practitioners such as mobile software developers, policymakers and tourism-related organisations 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).