International Journal of Mobile Communications (30 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.
A Study of the Acceptance and Resistance of Airline Mobile Application Services: With an Emphasis on User Characteristics
by JIN-WOO PARK, Hyo-Seon Yang
Abstract: The purpose of this study is to better understand how three customer characteristics attitude toward change, mobile literacy, and the mental model affect the perceived usefulness and ease of use of airline mobile application services, and how these factors affect customer demand for services. For this purpose, we conduct a targeted survey of passengers who have used an airline mobile application, and analyse 383 copies of this survey using structural equation modelling via a maximum likelihood estimator. The analysis reveals that, of the various user characteristics, a users mental model has the strongest effect on the perceived usefulness and ease of use of the services. In addition, these perceptions have statistically significant effects on customer acceptance and resistance.
Keywords: user characteristics; perceived usefulness; perceived ease of use; acceptance; resistance.
Effect of Regulatory Focus Primed by a Smartphone Application on Calling Plan Satisfaction
by Hyun-Chul Bae, JIHERN KIM
Abstract: This research showed that the regulatory focus primed by different types of smartphone applications moderates the relationship between phone usage and calling plan satisfaction through two experiments. Smartphone applications presenting phone usage from zero to maximum minutes (ZTM) (maximum minutes to zero) prime users toward a promotion-focused goal (prevention-focused goal). In case of usage above a preset allowance, consumers with a promotion focus had a higher level of satisfaction with a calling plan than those with a prevention focus. On the other hand, in case of usage below the allowance, the reverse was true. Meanwhile, this research revealed that perceptual fluency affects the moderating effect of regulatory focus on the relationship between phone usage and calling plan satisfaction.
Keywords: Calling Plan; Regulatory Focus; Perceptual Fluency; Information presentation; processing fluency; Pricing; Processing Fluency; Mobile Application; Customer Satisfaction.
A study on inter-type differences of store personality among department store, hypermarket and mobile commerce
by Eunhye Kim, Myeong-Cheol Park, YongGu Suh
Abstract: In recent years, the emergence of retailers such as mobile commerce has resulted in fierce competition in the retail market. This study has three objectives. First, it develops store personality scales for a department store, hypermarket, and mobile commerce. Second, it investigates the relationship between store loyalty and store personality. Third, it compares different store personalities of a department store, hypermarket, and mobile commerce. The relationship between store loyalty and store personalities depend on sophistication (department store), excitement (hypermarket), and competence (mobile commerce). These findings might help retailers establish effective communication strategies in competitive differentiation.
Keywords: store personality; retailer type; store loyalty; department store; hypermarket; mobile commerce.
Customer Retention to Mobile Telecommunication Service Providers: The Roles of Perceived Justice and Customer Loyalty Program
by Nedra Bahri-Ammari, Anil Bilgihan
Abstract: In the past decade, the competition has increased in mobile telecommunication services; moreover, a stagnating rate of diffusion suggests that the market may have reached maturity. Thus, customer loyalty has become an important area of research in the mobile telecommunication sector. The goal of this current study is to offer and test a theoretical model of customer retention in the mobile telecommunication context. To test the theoretical model, a self-administrated questionnaire was developed and tested on a sample of 400 customers. The results show that greater levels of satisfaction toward loyalty program lead to greater customer retention. The satisfaction of loyalty program positively impacts customer relationship satisfaction. The mediating effect of relationship satisfaction is supported. Since the majority of research on perceived justice focused on service recovery and complaint outcomes, this framework provides empirical evidence on the direct and indirect effect of procedural, distributive and interactional perceived justice regarding loyalty programs as antecedents of relational satisfaction loyalty/commitment and retention from a consumer's perspective.
Keywords: Mobile communication; loyalty programs; perceived justice; satisfaction; retention; SEM; emerging countries.
Exploring new factors effecting purchase intention of mobile commerce: trust and social benefit as mediators
by Dawei LIU, Meng Li
Abstract: This paper aims to examine the effects of important determinants such as ubiquitous connection, context-aware, reputation and familiarity on consumers purchase intention by the path of trust and social benefit in mobile commerce. Data were collected from an online survey system. The formal questionnaire consisted of two sections. Section 1 measured respondent perceptions of each construct in the research model. Section 2 aimed to understand respondent basic personal data. The study results indicate that both trust and social can positively influence purchase intention in mobile commerce. Ubiquitous connection and familiarity fail to influence trust directly but can influence purchase intention by the path of social benefit as expected. The research extends the literature on consumers purchase intention identifying the importance of ubiquitous connection, context-aware, reputation and familiarity and probing into the relationship of trust, social benefit and purchase intention. The results suggest prescriptive strategies for mobile commerce sellers.
Keywords: mobile commerce; e-commerce; trust; ubiquitous connection; context-aware; reputation; familiarity.
Effects of Personal Motivation and Computing Characteristics on Ubiquitous Mobile Device Usages
by Changsu Kim, Jongheon Kim, Dan J Kim
Abstract: As we experience the pervasive penetration of mobile computing technology in our daily life, knowing the characteristics of ubiquitous computing (UC) and understanding user motivation has become important for facilitating the usage of mobile devices. Extending previous research on the use of UC by introducing a theory from consumer research and uses and gratifications theory, the study focuses on intrinsic and extrinsic values that the mobile user experiences when possessing, interacting with, and using UC enabled mobile devices. This study makes the broad assumption that UC characteristics and user motivation can be considered as the key characteristics of the adoption of UC devices. It also examines the moderating effects of user types of UC-enabled mobile devices. The results indicate that both personal motivation and UC characteristics had positive effects on the users attitude toward the adoption of UC-enabled mobile devices. Additionally, the perceived utility of mobile devices was directly influenced by UC characteristics.
Keywords: Ubiquitous Computing; Mobile Device; User Motivation; Uses and Gratification; Early Adopter.
An Integrated approach for performance measurement of Indian telecom service providers
by Pravin Kumar, Garima Sharma
Abstract: The purpose of this research paper is to measure the operational performance of cellular mobile telephone service providers (CMTSP) in India. In this paper, analytic hierarchy process (AHP) and preference ranking organisation method for enrichment evaluation (PROMETHEE) integrated approach are used to compare the operational performances of CMTSP. This analysis is based on the information gathered by the Telecom Regulatory Authority of India, for the duration of JanuaryMarch 2016. Three major parameters covering eight criteria: network availability, connection accessibility, and connection retainability are incorporated in this analysis. On the basis of the analysis, it has been observed that Reliance Communication has the first ranking and MTNL has the last ranking. This paper may help the management in the creation of a plan of action to improve the performance of the company by benchmarking the operational parameters on the basis of this model.
Keywords: Cellular mobile telephone service providers; operational performance; service quality; telecom industry; AHP; PROMETHEE.
Predicting Mobile Uses for Big-Event Content: The Role of Active Choice, Habit and Structure
by Tang Tang, Roger Cooper
Abstract: Mobile technologies have substantially changed how people consume media content, in particular during big events. This study examined audiences mobile experience with the first mobile Olympics and found that motivations, preference, perceived usefulness, access to media technologies, and media use routine significantly predicted mobile use for big-event content. Additionally, findings suggest that compared to nonusers, mobile Olympics users were more intensely engaged and involved in sports and the Olympics overall, enjoyed a broader range of Olympics sports, and were more accustomed to using online and mobile sources to view media content. Television was still the dominant platform for big-event viewing, however, mobile consumption increased dramatically during the London Olympics, and indicated a need for more personalised, multifaceted programming with mobility and immediacy.
Keywords: Mobile use; Olympics; Survey; Audience behavior; Technology adoption.
How online social ties and product related factors influence purchasing intention in mobile social commerce context?
by HongQian Wang, Zheng Zhang
Abstract: With the rapid growth of social media platforms and mobile devices, the mobile social commerce changes consumers purchasing behaviour. A theoretical model based on the theory of planned behaviour (TPB) and perceived value theory is developed to investigate the purchasing intention within mobile social commerce context. The stated preference (SP) survey is conducted to collect data through nine hypothetical scenarios generated by the orthogonal configuration of four control factors. We targeted at people with WeChat account and total 1809 observations have been gathered. The results indicate that perceived social tie strength and social influence positively affect the intention to purchase. Furthermore, there exists an inverse U-shaped relationship between perceived usefulness and purchasing intention. The practical model further demonstrates that the purchasing intention is relatively high when perceived usefulness is moderate and the factors of perceived social tie strength, social influence and product price could slightly influence purchasing intention in the condition of low level perceived usefulness.
Keywords: mobile social commerce; purchasing intention: theory of planned behaviour; TPB; perceived value; social tie; perceived usefulness; social influence; experience; stated preference survey; SP survey.
The Determinants of Trust Transfer on Mobile Shopping Decision: Flow Experience as a Moderator
by Hsin Hsin Chang, Kit Hong Wong, Pin Wei Ho
Abstract: This study tended to develop a trust transfer model and examine the effect of trust transference among trust in physical stores, e-service and mobile shopping (m-shopping) service on m-shopping decisions. Characteristics of trustworthiness (ability, integrity and benevolence) were tested as antecedents, and flow experience was adopted as a moderator in the model. 419 valid questionnaires were collected from e-survey. The analytical results indicated that ability, integrity and benevolence increased customer trust in physical stores and e-service, and trust transference existed among different shopping channels; all three types of trust positively influenced m-shopping decision; flow experience significantly moderated the relationship between trust in physical stores and m-shopping decisions. The study suggested that managers should equally value all the shopping channels and improve its e-service quality by providing an aesthetic, secure and usable website, and dedicating their efforts to environmentally-friendly and community activities to show corporate social responsibility (CSR).
Keywords: Trust transfer; trustworthiness; flow experience; mobile shopping.
Factors Affecting Smartphone Dependency of Media Consumers
by Sylvia Chan-Olmsted, Min Xiao
Abstract: To examine the phenomenon of smartphone dependency in the context of media consumption, this study explores the roles of dependency on and usage of other media platforms, multiplatform media use, mobile ownership and perceptions, smartphone functions, and various consumer characteristics. The regression result suggests that dependency on computer and television, perceived smartphone fluidity, the smartphone as a primary platform during multiplatform media use, and smartphones social and mobile-specific functions all play a significant role in the smartphone dependency of young adult media consumers.
Keywords: smartphone dependency; media dependency; multiplatform media use; digital media use; mobile devices; smartphone functions; consumer characteristics; media consumers.
Mobile Shopper Typology
by Michael Groß
Abstract: Since m-shopping has gained widespread popularity in society, it has become mainstream in many parts of the world. Consumers not only use mobile devices during their entire path-to-purchase in and around the brick-and-mortar business, but they also increasingly make direct internet purchases with their mobile devices. Consequently, one can expect the shopping behaviour of consumers to be diverse. Therefore, based on a typology approach, this study provides a detailed insight into the different buying routines of m-shoppers. Using a sample of 799 consumers, in a first step this study extracts and verifies three m-shopper clusters: while motivated shoppers and casual shoppers are located at the extremes of the cluster profiles, smart shoppers are somewhere in the middle. Then, in a second step, the empirical findings reveal further significant differences between all three m-shopper types in terms of their individual path-to-purchase, thereby confirming diverse consumption patterns where the m-channel is used.
Keywords: Mobile shopping; m-shopping; mobile purchasing; shopping motive; shopper segmentation; consumer typology; path-to-purchase; shopping behaviour; mobile shopper; cluster analysis.
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 customer's 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 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 application (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 utilised the moderated regression model to classify Kano two-dimensional quality. The findings showed that the Kano two-dimensional quality of mobile banking service was 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 browser platform.
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 Al-Mashaqba
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 analysed 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 hypothesised 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 value sampling method for evaluating user value: a case study of a smartphone
by Jaehyun Park, Sung H. Han
Keywords: user value; evaluation methods; VSM; value sampling method; user experience; smartphone.
What triggers impulse purchase in Facebook commerce?
by Lai-Ying Leong, Noor Ismawati 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.
How do network externalities affect customers' adoption intention in mobile app store: from a perception of consumer perceived value
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 people's 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.
Factors affecting satisfaction and brand loyalty to smartphone systems: a perceived benefits perspective
by Ting-Peng Liang, Chia-Yin Lai, Peng-Hsiang Hsu, Chao-Min Chiu, Chang-Tseh Hsieh
Abstract: Adoption of mobile devices is an important issue in mobile commerce. This study extends Bhattacherjee's 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.
Market positioning factors of APP services
by Hsiao-Chen Chang, Kuang-Hsun Shih
Abstract: In the environment with rapid changing, the digital content of cultural and creative industries plays a unique and essential role in intercultural communication and become the key to promote economy and life quality. This study uses analytic network process method to analyse the content developer of APP services sector, and tries 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 is for the entertainment products.
Keywords: APP design; digital content; market positioning; mobile communications.
Mobile game users' evaluations of in-game advertising: role of multitasking and persuasion knowledge
by Yoori Hwang, Joonghwa Lee, Soojung Kim, Se-Hoon Jeong
Abstract: This study examined the effects of multitasking and persuasion knowledge on evaluations of in-game advertising (IGA). Specifically, we examined how the evaluations of IGA vary by: 1) multitasking (i.e., whether one multitasks or not); and 2) persuasion knowledge (i.e., whether one's persuasion knowledge is primed or not). The findings of this study showed significant interactions effects between multitasking and persuasion knowledge priming on ad evaluations. Compared with the non-multitasking condition, multitasking resulted in more negative evaluations of IGA, only when persuasion knowledge was primed. Multitasking did not affect the evaluations of IGA when persuasion knowledge was not primed. Theoretical implications for multitasking effects and practical implications for marketing and ad literacy are discussed.
Keywords: multitasking; persuasion knowledge; mobile; IGA; in-game advertising.
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; service industry; customer satisfaction.
Research on mobile social non-uniform hypernetwork evolving model
by Fuhong Wang, Jinli Guo
Abstract: The modelling 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 the 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 ageing as the growth of time. We analyse 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 ageing; evolution model; WeChat.
Factors influencing intention to accept location-based mobile advertising among young mobile user segments: a social exchange perspective
by Jun Heo, Chen-Wei Chang
Abstract: By adopting the notions of social exchange and the unified theory of acceptance and use of technology, this study discusses how young mobile users weigh between benefit and cost (e.g., perceived risk) when determining to accept location-based advertising (LBA). It also examines the role of trust in the process of the information exchange. In addition, this study explores whether young mobile users can be segmented into heterogeneous user groups and the different groups require a unique application of the theoretically-driven factors. An online survey of college students from US universities reveals that benefits of LBA outweigh the perceived risk and that trust plays a key role in increasing LBA acceptance. Results suggest, however, that the determinants may differently influence different mobile user segments: innovative believers and conventional sceptics. The result highlights the importance of crafting marketing messages uniquely for each of the segments. Implications for theories and practitioners using LBA are discussed.
Keywords: mobile advertising; LBA; location-based advertising; segmentation; social exchange; the unified theory of acceptance and use of technology.
The impact of mobile marketing on online consumer buying behaviour: 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 behaviour; Islamic Republic of Pakistan.
A dual-path communication model for the context of mobile apps
by Hsin-Hui Lin, Timmy H. Tseng, Yi-Shun Wang, Shih-Han Liu
Abstract: The main purpose of this study is to build a dual-path communication model for mobile apps by integrating the elaboration likelihood model (ELM) and the dual-mediation model. This study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps. Further, we compare the communication routes between high-involvement individuals and low-involvement ones. Based on a 2 × 2 factorial design, we manipulate 'argument quality' and 'image relevance' to evaluate their effects in the context of mobile apps. The findings provide important theoretical and practical implications for mobile marketing.
Keywords: mobile apps; image relevance; argument quality; ELM; elaboration likelihood model; dual-mediation model.
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 Denis 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: use and gratifications; mobile commerce; mobile technology; information attractiveness; information richness; information quality; instrumentality; mobility; immediate access; QR code.
Is Snapchat a good place to advertise? How media characteristics influence college-aged young consumers' receptivity of Snapchat advertising
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.
Moderating effects of app type on the intention of continued use of mobile apps among college students
by Wei Peng, Shupei Yuan, Wenjuan Ma
Abstract: With the increasing popularity of mobile apps, research on their adoption and acceptance is also on the rise. However, an important yet understudied area is the continued use of initial adoption. Additionally, although there are a variety of mobile apps, most previous research either examines one type of mobile app or treats all types of mobile apps as one homogenous entity. The purpose of this study is to investigate the moderating effects of app type on the intention of continued use among the three most popular types of mobile app (social networking, game, and productivity apps). A survey (N = 790) with young adults was conducted based on the extended unified theory of acceptance and use of technology (UTAUT2). The structural equation modelling results demonstrated the moderating effects of app type on the factors in UTAUT2 on the intention of continued use. Theoretical and practical implications of the findings are discussed.
Keywords: UTAUT2; extended unified theory of acceptance and use of technology; technology acceptance; mobile apps; structural equation modelling; hedonic motivation; social influence; performance expectancy; intention of continued use; young adults.