Factors affecting purchase intention on mobile shopping websites

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Factors affecting purchase intention on mobile shopping websites

  1. 1. Factors affecting purchaseintention on mobile shoppingweb sitesPresenter: Jessie LiuInstructor: Dr. Pi-Ying HsuDate: March 18, 2013 1
  2. 2. Citation• Lu, H. P., & Su, Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442 – 458. 2
  3. 3. Contents Introduction Literature Review Methodology Results & Conclusion Reflection 3
  4. 4. 4
  5. 5. Introduction Mobile Shopping Service MSS 5
  6. 6. Introduction Disconnect without any warning Have many limitations Not stable enough 6
  7. 7. The Purpose of Study• To explore a conceptual model for analyzing customers’ perceptions of using mobile commerce services for online shopping 7
  8. 8. 8
  9. 9. VariablesAnxietyMobile skillfulnessEnjoymentEase of AccessUsefulnessCompatibility 9
  10. 10. Literature ReviewA number of previous studies foundthat anxiety had a significantlynegative influence on informationsystem adoption. (Compeau et al., 1999; McFarland & Hamilton, 2006) 10
  11. 11. Literature ReviewOne’s emotional arousal anxiety hasbeen found to have a negative effecton one’s perceived capability. (Compeau et al., 1999; Fagan et al., 2003) 11
  12. 12. Literature ReviewCompatibility positively affects one’sattitude toward using a virtual store. (Chen et al., 2002) 12
  13. 13. Hypotheses Enjoyment Enjoyment H3 H5 H9 Mobile MobileSkillfulness Skillfulness Ease of Access H6 Ease of Access Mobile Shopping Mobile Shopping H2 H7 Intention Intention H4 H8 Usefulness UsefulnessAnxietyAnxiety H10 Compatibility Compatibility 13 H1
  14. 14. HypothesesH1. Anxiety will negatively affect customer’s intention to use MSS on m-shopping web site. 14
  15. 15. HypothesesH2. Mobile skillfulness will negatively affect anxiety of using MSS on m-shopping web site.H3. Mobile skillfulness will positively affect enjoyment of using MSS on m-shopping web site.H4. Mobile skillfulness will positively affect usefulness of using MSS on m-shopping web site. 15
  16. 16. HypothesesH5. Ease of access will positively affect enjoyment of using MSS on m-shopping web site.H6. Ease of access will positively affectcustomer’s intention to use MSS on m-shopping web site.H7. Ease of access will positively affectusefulness of using MSS on m-shopping website. 16
  17. 17. HypothesesH8. Usefulness will positively affect customer’s intention to use MSS on m-shopping web site.H9. Enjoyment will positively affect customer’s intention to use MSS on m-shopping web site.H10. Compatibility will positively affectcustomer’s intention to use MSS on m-shopping web site. 17
  18. 18. 18
  19. 19. Methodology 19
  20. 20. Procedures A wide range ofUsers of MSS Internet professional or10 IT experts managerial sectors DataPilot test Questionnaire collection 20
  21. 21. Likert Scale strongly strongly Question disagree disagree Neither agree agreeThe process of surfingm-shopping web site is 1 2 3 4 5enjoyable. 21
  22. 22. Data analysisConfirmatory factor analysis (CFA)Cronbach’s alphaAverage variance extracted (AVE) 22
  23. 23. 23
  24. 24. ultsRes > 0.50 > 0.80 > 0.50 24
  25. 25. Results H3 Enjoyment Enjoyment 0.33*** H5 H9 0.53*** 0.36*** Mobile Mobile Skillfulness Skillfulness Ease of Access Ease of Access H6 Mobile Shopping Mobile Shopping H2 H4 H7 -0.08ns Intention Intention-0.44*** 0.26*** 0.32*** H6. Ease of access will positively affect H6. Ease of access will positively affect Usefulness H8 Usefulness Anxiety Anxiety customer’s intention to use MSS on m- 0.23*** customer’s intention to use MSS on m- shopping web site. shopping web site. H10 Compatibility Compatibility 0.19*** 25 H1 -0.16***
  26. 26. Conclusion1. Enjoyment strongly affects the intention to engage in m-shopping.2. Anxiety was proven to be a significant negative antecedent of behavioral intention to shop. 26
  27. 27. Conclusion3. Mobile skillfulness plays an important role.4. Compatibility exerted a significant influence on adoption intention. 27
  28. 28. 28
  29. 29. Reflection• Further investigation and more evidences acquired by cross-country and cross-culture in mobile technology adoption are necessary.• Considering the payment system over the mobile web would be a great challenge. 29
  30. 30. Thank you for your listening! 30

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