Joanna Huang YE4A Analysis of Mobile Shopping Behavior of Taiwanese Consumers

Outline Introduction Literature Review Methodology Results & Discussion Conclusion

Introduction According to the survey of MIC… ◊ Problem: Taiwanese consumers are slowly changing shopping approach Have the experience of mobile shopping March 2013October 2013 Percent (%)17%33% 16%

Purpose of the study 1. To Better understand Taiwanese consumers’ attitude and behavior 2. To Improve m-shopping environment

Three main questions 1. Why do Taiwanese use or not use mobile devices to shop? 2. Why some consumers discontinue using mobile devices to shop after their first mobile shopping experience? 3. What type of Taiwanese consumers would prefer using mobile shopping?

Literature Review Gap: 1. determinants of adoption 2. same model “TAM” to analyze “An Adoption Model for Mobile Services” Five variables:

Methodology Participant: 107 “Taiwanese” who have mobile devices Measurement: Questionnaire three sections Mobile Shopping Habit Background Information Attitude toward mobile shopping

Result and Discussion- I. less

Result and Discussion- II. 1. Internal consistency of questions ◊ All the variables in this category are consistent and related with each other.

Result and Discussion- II. 2. Attitude toward mobile shopping ◊ They think it is not easy to use mobile devices to shop. ◊ They think they won’t be affected by reference group and media ◊ They don’t think using mobile devices to shop would enhance their images ◊ They extremely distrust to use mobile devices to shop. All the variables were negative. →Taiwanese consumers’ intention of using mobile devices to shop was low.

Result and Discussion- III. X2X2 df Sig. Pearson chi- square total

Conclusion 1. Why do Taiwanese consumers use mobile devices to shop? 2. Why some consumers discontinue using mobile devices to shop after their first mobile shopping experience? 3. What type of Taiwanese consumers would prefer using mobile shopping? → can shop anytime and anywhere → mistrust → The attitude toward new product VS having the experience of mobile shopping → not related → failed to answer the third question.

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