Title: 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
Authors: Chien-Ta Bruce Ho; Jhong-Min Denis Yang
Addresses: Graduate Institute of Technology Management, National Chung Hsing University, No. 250, Guoguang Rd., South Dist., Taichung City, 402, Taiwan ' Graduate Institute of Technology Management, National Chung Hsing University, No. 250, Guoguang Rd., South Dist., Taichung City, 402, Taiwan
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.
International Journal of Mobile Communications, 2018 Vol.16 No.6, pp.669 - 696
Received: 24 Sep 2016
Accepted: 25 Sep 2017
Published online: 05 May 2018 *