Sheila Koo Ioana Muntean Oi Lam Ho Jinwoo Kang Malina Gangut

Slides:



Advertisements
Similar presentations
PROJECT TOPICS. HOUSEHOLD WASTE RECYCLING INTENTION AMONG UNDERGRADUATES Topic 1.
Advertisements

Agenda Introduction/Motivation Research Design Secondary Data Results/Analysis Recommendations Questions.
Evaluating Creatives *  Concept Testing: Assessment of potential Creatives  Communication Research: A Look at the Advertising Creative  Copy Testing:
Scaling and Attitude Measurement in Travel and Hospitality Research Research Methodologies CHAPTER 11.
Mohammad Salehan Department of ITDS University of North Texas.
Towards Harmonized R & D Quality Dimensions (Indexes) The Kinneret College on the Sea of Galilee By: Raymond Austin under the guidance of Dr. Avigdor Zonnenshain.
Market Sensing Customer Analysis. What Do We Need to Know About Our Customers?  Everything!! How they make decisions… What influences how they make decisions...
Advisor: 謝焸君 教授 Student: 賴千惠
Jenny Hong Jiang, Joseph Nayquonabe, Nicole Newville, Palka Sharma, Ning Yu.
Facilitate Flow in the Internet Shopping Yi (Maggie) Guo Arun Sen, Ph. D. April 5 th, 2003.
電管碩一 R 凌伊亭 Social Media Use In a Mobile Broadband Environment : Examination of Determinants of Twitter and Facebook Use International Journal of.
An Extended TAM for Analyzing Adoption Behavior of Mobile Coupon Sudarsan Jayasingh Swinburne University of Technology Jalan Simpang Tiga 93350, Kuching,
Analyzing Consumer Behavior Chapter Four. Copyright ©2011 Pearson Education, Inc., Publishing as Prentice Hall 4-2 Key Learning Points Concept and activity.
Copyright  2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 1-1 Chapter One Overview.
1 Summarize from: “Examining Trust in Information Technology Artifacts: The Effects of System Quality and Culture”, Journal of Management Information Systems,
THE INFLUENCE OF DESIGN OF A WEB-BASED EDUCATIONAL TOOL ON SATISFACTION AND LEARNING PERFORMANCE Manuel J. Sánchez-Franco Ángel F. Villarejo-Ramos Begoña.
1 The Importance of Cognitive Mapping on Effective Website Design By Neo H.K., Tan G.W., Wei K.K. National University of Singapore.
Managing Mass Communications. What is Sales Promotion? Sales promotion consists of a collection of incentive tools, mostly short term, designed to stimulate.
Users’ Quality Ratings of Handheld devices: Supervisor: Dr. Gary Burnett Student: Hsin-Wei Chen Investigating the Most Important Sense among Vision, Hearing.
Analyzing Consumer Behavior Chapter Four. Copyright ©2011 Pearson Education, Inc., Publishing as Prentice Hall 4-2 Key Learning Points Concept and activity.
TECHNOLOGY ACCEPTANCE MODEL
ACU Mobile Learning Research: Survey Results C. Brad Crisp, Ph.D. October 19, 2009.
Reach people on mobile. Mobile Search Ads Reach people with Mobile Search Ads.
We thank the Office of Research and Sponsored Programs for supporting this research, and Learning & Technology Services for printing this poster. Introduction.
Expectation Confirmation Theory 期望確認理論
ACU Mobile Learning Research: Fall 2009 Results C. Brad Crisp, Ph.D. March 8, 2009.
“CML Today” – the mobile adherence app for CML patients CML Advocates Network “CML Today” – the mobile adherence.
CHAPTER 7 The Marketing Plan
GAMIFICATION – NOT ALL FUN AND GAMES September 2016
A systematic literature review of empirical evidence on computer games and serious games Wakana Ishimaru Leo Liang.
E-BOOK READING APPLICATIONS – INNOVATIVE TECHNOLOGY AS A RESPONSE TO GROWING CONSUMER PREFERENCES AND ITS IMPLICATIONS FOR TOURISM Dunja Meštrović, MA,
Small Business Management, 18e
National Consumer Agency Economiser – Transport Section
Bell Ringer List five reasons why you think that some new businesses have almost immediate success while others fail miserably.
Melanie Fraiss, FH Salzburg, Austria
American Association of Wine Economists (AAWE)
Problem Recognition & Information Search
Wine Tourism. A Rural Perspective
Instructor: Kate Chen Presenter: Erin Hsu December 28, 2009
ATW 202 Project 2017.
Neringa Rackauskaite, Fathiya Al Kindi,
Smartphone Applications to Assist in Medication Adherence
Formulate the Research Problem
HELENA ŠTIMAC, PhD, Associate Professor
Procurement: Use of Metrics
Marketing Research and Information Systems
MAKING SENSE OF THE ECONOMIC VALUATION OF TRANSPORT POLICIES
MOIS 508 Spring 2006 Dr. Dina Rateb
Interaction qualities
Market Research Unit 3 P3.
Marketing: Research Mr kuhn.
Chapter 4 Exploring Your Market
Global Edition Chapter 1 Creating and Capturing Customer Value
Tourism Marketing for small businesses
What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value.
BRIC VS. NON-BRIC E-commerce shopper insights MALCOLM PINKERTON
Marina Carnevale Ozge Yucel- Aybat
Research Design Shamindra Nath Sanyal 12/4/2018 SNS.
Chapter 12 Decision Making II: Alternative Evaluation and Choice
STRATEGIC TECHNOLOGY MARKETING DR. ISMI RAJIANI
Andrew Begel, Nachiappan Nagappan Microsoft Research
Social Practical Charlie.
All Marketing decisions are designed on the basis of
All Marketing decisions are designed on the basis of
CONCEPT OF ELECTRONIC COMMERCE
User perceptions on pleasure reading facilities provided by the Main Library of University of Colombo NOTE: To change the image on this slide, select.
Kotler on Marketing Marketing is becoming a battle based more on information than on sales power.
The basics of Social Science Research Lecture 3
The Marketing Plan Part 3 Developing the New Venture Business Plan.
DR. Ibrahim H.M. Magboul Community College of Qatar
Presentation transcript:

Sheila Koo Ioana Muntean Oi Lam Ho Jinwoo Kang Malina Gangut Analysis of the Usefulness, Hedonic and Utilitarian Attitudes of Smartphone Users toward Mobile Tracking Applications Sheila Koo Ioana Muntean Oi Lam Ho Jinwoo Kang Malina Gangut University of Surrey United Kingdom www.tourism-student-conference.com

Agenda Introduction Literature Review Methodology Results Conclusion ISCONTOUR 2016

HEDONISM AND UTILITARIANISM Introduction Potential for the mobile tracking application market to grow Analyse consumers‘ attitudes in the context of travelling USEFULNESS HEDONISM AND UTILITARIANISM + EXTENT OF USAGE ISCONTOUR 2016

LIGHT USERS vs HEAVY USERS Introduction LIGHT USERS vs HEAVY USERS USEFULNESS HEDONISM UTILITARIANISM TrackMyTour Timego ISCONTOUR 2016

Literature Review Technology Acceptance Model (Davis, 1989) Perceived Ease of Use Perceived Usefulness Attitudes Towards Using External Variables Behavioural Intention to Use Actual System Use ISCONTOUR 2016

Literature Review Technology Acceptance Model (Davis, 1989) in the context of travelling Perceived Ease of Use Perceived Usefulness Tourists’ Views Towards Using Trip Experience Technology Embracing Willingness to Use in Travel Circumstance Actual System Use ISCONTOUR 2016

Literature Review Utilitarianism Hedonism Rational Effective Task oriented Focus on the functional features of a product Achieved only if the acquisition trip was concluded efficiently Subjective Affective Possible entertainment and emotional benefit of a shopping experience May be induced even if there is no intention of purchase ISCONTOUR 2016

Literature Review Utilitarianism Hedonism Values interfere in the decision making processes Consumers choose products to please their hedonic wants and realise their utilitarian demands ISCONTOUR 2016

Literature Review Light and heavy smartphone users Not all users are utilising the applications the same way It is likely that heavy smartphone users evoke stronger attitudes toward the usage of mobile tracking applications ISCONTOUR 2016

Hypotheses H1a-b: Heavy smartphone users will find mobile tracking applications such as a) Timego and b) TrackMyTour more useful than light users. H2a-b: Heavy smartphone users will have stronger hedonic attitudes in a shopping trip when using mobile tracking applications such as a) Timego and b) TrackMyTour. H3a-b: Heavy smartphone users will have stronger utilitarian attitudes in a shopping trip when using mobile tracking applications such as a) Timego and b) TrackMyTour. ISCONTOUR 2016

Methodology An anonymous online survey of 36 questions was distributed Random sampling method Type of questions: - 6-points Likert Scale To analyse the data: - frequency distribution of the variables are used. ISCONTOUR 2016

Results – 696 Respondents‘ profile Timego TrackMyTour 386 310 Light Users Heavy Users 290 406 Primary 2% Secondary and college 48.3% Undergraduates 35.9% Postgraduates and above 10.6% Usefulness: useful, practical and functional Hedonic: enjoyable, adventurous, joyful and escape-like shopping trip Utilitarian: was assessed by inquiring whether using the application assisted the respondents in purchasing what they intended to get or accomplishing what they planned for the shopping trip ISCONTOUR 2016

Results – 696 Respondents‘ profile iPhone 59.40% Android 35.70% Windows 2.70% Blackberry 1.60% Others 0.40% ISCONTOUR 2016

Results – Usefulness 3.74 4.24 <0.001 Yes 3.85 4.26 3.95 4.30 0.005 H1: USEFULNESS Variables Light users (mean) Heavy users (mean) p-value Support H1a: Timego   I find the tracking app useful. 3.74 4.24 <0.001 Yes I find the services offered by the tracking app practical. 3.85 4.26 I find the tracking app functional. 3.95 4.30 0.005 Overall, I find the tracking app useful. 3.92 4.29 0.004 H1b: TrackMyTour 4.25 3.87 4.18 0.029 4.27 0.025 Table 1 ISCONTOUR 2016

Results – Hedonism 3.72 4.20 <0.001 Yes 3.68 4.19 3.37 4.00 3.52 H2: HEDONISM Variables Light users (mean) Heavy users (mean) p-value Support H2a: Timego   I enjoyed being immersed in shopping. 3.72 4.20 <0.001 Yes Compared to other things, the time I spent shopping was truly enjoyable. 3.68 4.19 This shopping trip felt like an escape. 3.37 4.00 While shopping, I felt a sense of adventure. 3.52 4.16 This shopping trip was truly a joy. 3.55 4.04 H2b: TrackMyTour 3.97 4.25 0.077 No 3.77 4.15 0.013 3.40 4.06 3.79 0.021 0.001 ISCONTOUR 2016

Results – Utilitarianism H3: UTILITARIANISM Variables Light users (mean) Heavy users (mean) p-value Support H3a: Timego   While shopping, I found the item(s) I was looking for. 4.13 4.29 0.203 No I couldn’t buy what I really needed. 3.06 3.68 <0.001 Yes I accomplished just what I wanted to do on this shopping trip. 4.09 4.32 0.084 H3b: TrackMyTour 4.06 4.43 0.019 3.40 3.76 0.034 4.10 4.40 0.054 ISCONTOUR 2016

Focus on demands of heavy users Provide adequate relevant features Conclusion Focus on demands of heavy users Provide adequate relevant features Improve ease of use for light users ISCONTOUR 2016

Thank you For you Attention!