1. Adviser: Prof. Cheng-Hua Wang
長榮大學 經營管理所-經營管理專題研討
Exploring customer trust and behavioral intention in Taiwan mobile commerce
Adviser: Prof. Cheng-Hua Wang
Prof. Chiu-Chuan Lin
Student: Jen-Hwa Kuo
Date: 10, 13, 2011
2018/9/20

2. Research List Year Paper Title Journal / Conference 2011
Web Services: Themes, Concepts and Relationships
IJMLC
Mapping the Intellectual Structure of Digital Divide
IJSSH
2010
On the Study of Adopting a Scalable Architecture for Mobile Commerce: Perspectives of Technology Acceptance
2010 PACIS 14th Doctoral Consortium
亞洲數位落差與行動商務擴散之研究
2010年國際ERP學 術及實務研討會
Current Research Paradigms in Web Service: Themes, concepts, and relationships
2011 ICMLC
Ten Years of Digital Divide Studies: Themes, concepts, and relationships
2011 ICSSH
Information Security, Mobile Ad Hoc Networks
SCI, EI (Review)
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3. Outline of Study Introduction Theoretical background and hypotheses
Research method
Implications
Limitations and conclusions
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4. Introduction
Electronic commerce has attracted significant attention in the decade.
Many mobile commerce services including mobile auctions, multiparty games, mobile financial applications, mobile advertising, and mobile entertainment services (Varshney, 2008).
Taiwan is considered a leader in the third generation (3G) mobile technology and has the world’s highest percentage of mobile users on 3 G (ITU, 2011).
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5. Introduction
Taiwan has witnessed a large-scale implementation of mobile telecommunications networks (Teng, 2009).
Over 80% of Taiwanese have at least one 3G mobile phone (NCC, 2011).
Identify factors that influence on mobile users about their acceptance of a mobile commerce in Taiwan.
Identify the relationship between perceived usefulness and the behavior intention to use mobile commerce.
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6. Theoretical background and hypotheses
The theory of planned behavior
The technology acceptance model
Trust in mobile commerce
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7. The theory of planned behavior
Social influence is constructing similar to subjective norm as presented in the theory of reasoned action (Fishbein & Ajzen, 1975) and in the theory of planned behavior (Ajzen & Fishbein, 1986).
Subjective norms have been found a significant factor in determining attitude in some studies (Mao, 2008, Jan 2011).
It is important to recognize the difference between how individuals adopt a technology and the organization to adopt such technology (Hardgrave & Johnson, 2003).
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8. The theory of planned behavior
H1. Subjective norm positively influences perceived ease of use of mobile commerce.
H2. Subjective norm positively influences perceived usefulness of mobile commerce
H3. Subjective norm positively influences trust of mobile commerce.
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9. The technology acceptance model
Originally developed by Davis (1989), the technology acceptance model (TAM) has emerged as powerful model (Yousafzai, Foxall, & Pallister, 2007a, 2007b).
The model includes external and antecedent factors that affect the two key variables perceived usefulness (PU) and, perceived ease of use (PEU). Attitudes are formed from the beliefs a person holds about the use of the technology.
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10. The technology acceptance model
A body of research has demonstrated that perceived usefulness can significantly predict user intention and adoption behavior with a new technology, such as the mobile commerce (Wu & Wang, 2005; Cyr, Head & Ivanov, 2006), mobile banking (Luarn & Lin, 2005; Kim, Shin and Lee, 2009), mobile payment (Chen, 2008; Schierz, Schilk & Wirtz, 2010; Shin, 2010), mobile ticketing (Mallat, et al. 2008), Mobile shopping (Aldas-Manzano, Ruiz-Mafe & Sanz-Blas, 2009), mobile marketing (Varnali & Toker, 2010), mobile gaming (Liu & Li, 2011), and mobile instant messaging (Zhou & Lu,2011).
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11. The technology acceptance model
H4. Perceived ease of use positively influences perceived usefulness of mobile commerce.
H5. Perceived ease of use positively influences of trust of mobile commerce.
H6. Perceived usefulness positively influences behavioral intention of mobile commerce.
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12. Trust in mobile commerce
Website trust has a high correlation and important with online-purchase decisions (Huang, 2008, Lin, 2003).
The trust has in mobile commerce success and strongly associated with purchase intention and behaviors (McKnight and Chervany, 2002).
Customers may be reluctant to adopt mobile banking and mobile payment because of security and privacy concerns (Luarn and Lin, 2005; Dahlberg et al, 2008).
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13. H7. Trust positively influences of perceived usefulness of mobile commerce
H8. Trust positively influences of behavioral intention of mobile commerce.
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14. Research model and hypotheses
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15. Research method Data collection tools Sample Data analysis and results
Measurement model
Structural model
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16. Constructs and definitions
Operational definition
Number of measurement items
Source
Behavior intention
An individual’s intention to use mobile commerce 2
Taylor and Todd(1995)
Subjective norm
User’s perception of whether other important people perceive they should use mobile commerce
Trust
Trust is crucial in many such transaction buyer- seller relationships, especially those containing an element of risk, including interacting with an mobile commerce.
Gefen, Karahanna and Straub (2003)
Perceived usefulness
Users’ feelings of improved performance when they use mobile commerce
Davis(1989)
Perceived ease of use
An individual’s perceived exerted efforts when using mobile commerce 3
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17. Sample profile Demographic Number of respondents Percentage (%) Gender
Male 86
31.6
Female
186
68.4
Age
Under 20 7
2.6
21-30
157
57.7
31-40 55
20.2
41-50 36
13.2
Over 51 17
6.3
Education
Under high school 31
11.4
Junior college
101
37.1
College graduate
113
41.6
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18. Multidimensionality analysis
Fit Statistics
Recommended criteria
Structural model
Best model
Suggested by authors
Absolute fit
χ2 / df
<0.3~0.5
2.713
Yes
Hair et al.(1998)
GFI
> 0.9
0.921
Gefen, Straub and Boundreau (2000)
RMR
< 0.05
0.021
RMSEA
< 0.08
0.08
Incremental fit
NFI
0.942
Bentler and Bonett (1980)
NNFI
0.939
IFI
0.963
Bagozzi and Yi (1988)
CFI
0.962
RFI
0.906
Parsimony fit
PNFI
> 0.5
0.582
PCFI
0.595
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19. Reliability , convergent and validity test (n=272)
Hypothesis
Item
SCR
AVE
PEOU PU SN
Trust BI 3
0.886
0.721
1.000 2
0.728
0.574
0.566
0.875
0.777
0.335
0.348
0.872
0.774
0.428
0.561
0.257
0.636
0.542
0.622
0.375
0.625
SN: subjective norm; PEOU: perceived ease of use; PU: perceived usefulness; BI: Behavior Intention;
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20. Factor loadings 2018/9/20 Item Factor loadings Perceived ease of use
1.Mobile commerce services seem easy to deal with me
0.852
2.Leaning to deal with mobile commerce services seems easy to me
0.849
3.It seems easy to me to let mobile commerce services do what I want
0.848
Perceived usefulness
1.Mobile commerce services allow me to do things better
0.692
2.Mobile commerce services match the way I want to communicate
0.792
Subjective norm
1.Most people who are important to me think I should use mobile commerce
0.922
2.Most people who influence my behavior think I should use mobile commerce
0.841
Trust
1.Based on my experience with the mobile commerce vendor in the past, I know it cares about
0.897
2.Based on my experience with the mobile commerce vendor in the past, I know it provides good service
0.862
Behavioral intention
1.I expect to be using mobile commerce services in the future as well
0.811
2.I will definitively keep using advanced mobile services
0.781
SN: subjective norm; PEOU: perceived ease of use; PU: perceived usefulness; BI: Behavior Intention;
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21. The direct, indirect, and total effect of dominants on customer behavior intention
Hypothesis
Causal path
Direct effect
Indirect effect
Total effect H1
SN → PEOU
0.34 H2
SN → PU
0.16
0.13
0.29 H3
SN → TRUST
0.26 H4
PEOU →PU
0.39
0.14
0.53 H5
PEOU →TRUST H6
PU →BI
0.47 H7
TRUST →PU
0.36 H8
TRUST →BI
0.37
0.17
0.54
SN: subjective norm; PEOU: perceived ease of use; PU: perceived usefulness; BI: Behavior Intention
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22. Results of hypotheses testing
Hypothesis
Causal path
Hypotheses relationship
Path coefficient
Supported H1
SN → PEOU
Positive
0.34***
Yes H2
SN → PU
0.16* H3
SN → TRUST
0.13* H4
PEOU →PU
0.39*** H5
PEOU →TRUST H6
PU →BI
0.47*** H7
TRUST →PU
0.36*** H8
TRUST →BI
0.37***
SN: subjective norm; PEOU: perceived ease of use; PU: perceived usefulness; BI: Behavior Intention;
* P<0.05; **p<0.01; *** p<0.001
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23. Hypotheses testing results
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24. Implications Implications of the research Implications for practice
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25. Implications of the research
Trust was found to have a significant positive impact on perceived usefulness and behavior intention. This supported prior studies’ suggestions that trusting beliefs directly influence trusting intentions.
We also empirically validated existing theories within the context of mobile commerce, investigating the direct and indirect effects of subjective norm, trust, and perceived ease of use on perceived usefulness. According to the path coefficients, perceived ease of use exhibited the strongest direct and total effect on perceived usefulness which is consistent with work of Venkatesh and Davis (2000).
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26. Implications for practice
As suggested by our proposed model, behavior intention of mobile commerce should develop if the formation of perceived usefulness and trust are appropriately managed.
Managers must be concerned about the mobile commerce experience of consumers, from the first encounter, through purchasing, to delivery and beyond, as this can influence consumer trust with the m commerce, and thus influence customer behavior intention.
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27. Implications for practice
In addition, customer trust was shown to be another significant determinant of perceived usefulness and behavior intention.
The findings suggested that, in order to attract more customers to repurchase products/services from a specific mobile commerce vendor, the development of ease of use and usefulness were not enough, past experience, lifestyle and beliefs in order to fulfill customer expectations Thus, an mobile commerce vendor must try to establish an image, which includes integrity, benevolence, competence, and predictability.
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28. conclusions
First, the traditional conceptualization of customer trust was successfully applied in the new mobile commerce context.
Second, the results indicated the customer perceived usefulness is affected by trust, perceived ease of use and subjective norm; trust is affected by perceived ease of use and subjective norm.
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29. End
Thanks
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