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Contents
Introduction
Literature Review
Methodology

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01

INTRODUTION

Background
Motivation
Purposes of the Study
Research Question
Statement of the Problem
Si...
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Background
As the usage of mobile devices increased in recent
years, many people rely on mobile devices.
6...
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Motivation
electronic commerce

e-commerce

mobile commerce

m-commerce

Different channel has different s...
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Research Question

Why consumers want to
repurchase through mshopping APPs?

6
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Purposes of the Study
1

To examine the influence of shopping
values from different shopping channel

2

T...
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Statement of the Problem
Many m-shopping studies have researched consumer’s
behavior through TAM or TPB, b...
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Significance of the Study
This study didn’t only focus on the rational
theory, is through mental dimension...
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02

LITERAURE REVIEW

Research Model
Hedonic Value and Utilitarian value
Perceived Risk
Perceived Usefulne...
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Research Model
Perceived
Usefulness

Hedonic Value

Perceived Ease
of Use
Mobile Page Quality
Visual Appea...
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Utilitarian and Hedonic
Shopping Values
Utilitarian

Hedonic

goal-oriented, rational
and deliberate
produ...
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Utilitarian and Hedonic
Shopping Values
The outcomes of hedonic or utilitarian
shopping may provide insigh...
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Perceived Risks
potential financial
performance
physical
psychological
social losses

(Tuu et al., 2011)

...
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Perceived Risks
If consumers find any difference in their
actual purchasing experiences and
purchasing goa...
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Perceived Usefulness and
Perceived Ease of Use
Perceived Usefulness

Perceived Ease of Use

a person’s per...
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Perceived Usefulness and
Perceived Ease of Use
• Perceived usefulness and perceived ease of
use will deter...
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Mobile Page Quality
Visual Appeal
Navigability
Security

Download Delay

(Wells et al., 2011)

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Mobile Page Quality
Designing a website is a key challenge for
attracting people on first viewing and
inte...
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Price Consciousness and
Brand Consciousness
Consciousness represents consumer’s
willingness and the intent...
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Personal Affinity
Personal affinity has been used to evaluate
personal attitudes towards a medium and its
...
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03

METHODOLOGY

Research Framework
Research Hypotheses
Participants
Procedures
Pilot Study
Instrument
Dat...
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Research Framework
Perceived
Usefulness

H6a
H6b
H7a

Perceived Ease
of Use
Mobile Page Quality
Visual App...
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H1

Hedonic value will positively affect repurchase intention.

H2

Utilitarian value will positively affec...
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Participants
College students
Convenience sampling

Central Taiwan
300 respondents
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Procedures
Data
collection

Pilot
Study

The
survey

26
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Pilot Study

40
College
students

Central
Taiwan
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□ Married

□ Other

4. Monthly income □ Under 10,000 □ 10,001~ 20,000 □ 20,001~ 30,000

1. I intend to con...
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Data analysis
Measurement model

To assess the
reliability and validity

To measure the
research hypothese...
Thank You
for Your
Attention!
30
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Transcript of "Print the influence of shopping values on consumer’s behavioral intention on m-shopping"

  1. 1. 1
  2. 2. MY BAG │ Login Contents Introduction Literature Review Methodology 2
  3. 3. MY BAG │ Login 01 INTRODUTION Background Motivation Purposes of the Study Research Question Statement of the Problem Significance of the Study 3
  4. 4. MY BAG │ Login Background As the usage of mobile devices increased in recent years, many people rely on mobile devices. 60% Web 45-51% App Combined 24-28% 4
  5. 5. MY BAG │ Login Motivation electronic commerce e-commerce mobile commerce m-commerce Different channel has different shopping mode. Shopping values were used to investigate ecommerce and m-commerce purchasing behavior. 5
  6. 6. MY BAG │ Login Research Question Why consumers want to repurchase through mshopping APPs? 6
  7. 7. MY BAG │ Login Purposes of the Study 1 To examine the influence of shopping values from different shopping channel 2 To investigate the influence of shopping values on consumers’ repurchase intention on m-shopping 3 To explore the influence of antecedents on shopping values 7
  8. 8. MY BAG │ Login Statement of the Problem Many m-shopping studies have researched consumer’s behavior through TAM or TPB, but these theories are only used to explore consumers’ rational behavior. Few studies have investigated the issue of mshopping through mental dimensions. Many studies focused on the extrinsic factors to examine the technology adoption. 8
  9. 9. MY BAG │ Login Significance of the Study This study didn’t only focus on the rational theory, is through mental dimensions to investigate consumers’ behavioral intention. This study integrated the intrinsic factors with the extrinsic factors to explore consumers’ behavioral intention. 9
  10. 10. MY BAG │ Login 02 LITERAURE REVIEW Research Model Hedonic Value and Utilitarian value Perceived Risk Perceived Usefulness Perceived Ease of Use Mobile Page Quality Price and Brand Consciousness Personal Affinity 10
  11. 11. MY BAG │ Login Research Model Perceived Usefulness Hedonic Value Perceived Ease of Use Mobile Page Quality Visual Appeal Security Perceived Risk Behavioral Intention Download Delay Navigability Price Consciousness Utilitarian Value Brand Consciousness Personal Affinity 11
  12. 12. MY BAG │ Login Utilitarian and Hedonic Shopping Values Utilitarian Hedonic goal-oriented, rational and deliberate product acquisitions where shopping is perceived to be work or a necessity more subjective and personal than its utilitarian counterpart and results more from fun and playfulness than from task completion Utilitarian Hedonic (Babin et al., 1994) 12
  13. 13. MY BAG │ Login Utilitarian and Hedonic Shopping Values The outcomes of hedonic or utilitarian shopping may provide insight into many consumer’s consumption behaviors that are difficult to explain using only functional explanations. (Babin et al., 1994) 13
  14. 14. MY BAG │ Login Perceived Risks potential financial performance physical psychological social losses (Tuu et al., 2011) 14
  15. 15. MY BAG │ Login Perceived Risks If consumers find any difference in their actual purchasing experiences and purchasing goals, they will perceive higher risk; thus, they may discontinue or avoid the adoption of the product or the service in question. (Kesharwani & Bisht, 2012) 15
  16. 16. MY BAG │ Login Perceived Usefulness and Perceived Ease of Use Perceived Usefulness Perceived Ease of Use a person’s perception that using a particular system or a new technology would enhance his or her performance a person’s perception that using a particular system or a new technology would be free of effort Perceived Usefulness Perceived Ease of Use (Davis, 1989) 16
  17. 17. MY BAG │ Login Perceived Usefulness and Perceived Ease of Use • Perceived usefulness and perceived ease of use will determine a person's behavioral intention to use a new technology or device, especially, focused on technology adoption and usage at the organizational and systems level. (Davis, 1989) 17
  18. 18. MY BAG │ Login Mobile Page Quality Visual Appeal Navigability Security Download Delay (Wells et al., 2011) 18
  19. 19. MY BAG │ Login Mobile Page Quality Designing a website is a key challenge for attracting people on first viewing and interesting, and a good website will encourage consumers to repeat the visits. (Kassim & Abdullah, 2010) 19
  20. 20. MY BAG │ Login Price Consciousness and Brand Consciousness Consciousness represents consumer’s willingness and the intention of product seeking; while also represents consumer’s decision making style, and constantly leading consumer Choice. (Sproles & Kendall, 1986) 20
  21. 21. MY BAG │ Login Personal Affinity Personal affinity has been used to evaluate personal attitudes towards a medium and its content. (Rubin, 1981; Perse, 1986) Personal affinity is likely to lead favorable attitudes toward purchasing behaviors for using the medium. (Kim et al., 2009) 21
  22. 22. MY BAG │ Login 03 METHODOLOGY Research Framework Research Hypotheses Participants Procedures Pilot Study Instrument Data analysis 22
  23. 23. MY BAG │ Login Research Framework Perceived Usefulness H6a H6b H7a Perceived Ease of Use Mobile Page Quality Visual Appeal Security H4 H7b H8a Perceived Risk Price Consciousness H1 H3 Behavioral Intention H8b H5 Download Delay Navigability Hedonic Value H9a H9b H10a H2 Utilitarian Value H10b Brand Consciousness Personal Affinity H11 23
  24. 24. MY BAG │ Login H1 Hedonic value will positively affect repurchase intention. H2 Utilitarian value will positively affect repurchase intention. H3 Perceived risk will negatively affect repurchase intention. H4 Perceived risk will negatively affect hedonic value. H5 Perceived risk will negatively affect utilitarian value. H6 Perceived usefulness will positively affect hedonic and utilitarian values. H7 Perceived ease of use will positively affect hedonic and utilitarian values. H8 Mobile page quality will positively affect hedonic and utilitarian values. H9 Price consciousness will positively affect hedonic and utilitarian values. H10 Brand consciousness will positively affect hedonic and utilitarian values. H11 Personal affinity will positively affect repurchase intention. 24
  25. 25. MY BAG │ Login Participants College students Convenience sampling Central Taiwan 300 respondents 25
  26. 26. MY BAG │ Login Procedures Data collection Pilot Study The survey 26
  27. 27. MY BAG │ Login Pilot Study 40 College students Central Taiwan 27
  28. 28. MY BAG │ Login □ Married □ Other 4. Monthly income □ Under 10,000 □ 10,001~ 20,000 □ 20,001~ 30,000 1. I intend to continue □30,001~ 40,000 purchasing products from the □ 40,001~ 50,000 □ over 50,001 □ □ □ □ □ □ m-shopping APP in the future. Entirely Disagree □ Single Mostly Disagree 3. Marital status Somewhat Disagree □ Under 19 □ 20~29 □ 30~39 □ 40 + Prize draw No Comment 2. Age □ Male □ Female Somewhat Agree 1. Gender Entirely Agree Part 2. Demographic Characteristics Mostly Agree Instrument □ 28
  29. 29. MY BAG │ Login Data analysis Measurement model To assess the reliability and validity To measure the research hypotheses Structural equation model 29
  30. 30. Thank You for Your Attention! 30

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