The influence of value perspectives on consumer’s behavioral intention in o2 o

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The influence of value perspectives on consumer’s behavioral intention in O2O

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The influence of value perspectives on consumer’s behavioral intention in o2 o

  1. 1. 1
  2. 2. CONTENTSINTRODUCTIONLITERATURE REVIEWMETHODLOGY1.2.3.2
  3. 3. 01INTRODUTION3
  4. 4. IntroductionMobile commerceM-commerce4
  5. 5. Introduction5
  6. 6. Introduction6O2O = Online to Offline
  7. 7. Purposes of the studyTo understand the consumers’ behaviors inO2OTo explore the influence of value perspectiveson consumers’ behavioral intentions by usingmobile group-buying apps7
  8. 8. 02LITERATURE REVIEW8
  9. 9. Literature ReviewThere are two important dimensions:hedonic and utilitarian values by developinga scale that are reflected in accounts ofshoppings "dark side" and "fun side" forassessing consumers evaluations of ashopping experience along.9(Babin, et al., 1994)
  10. 10. Framework10HedonicvalueUtilitarianvaluePerceived riskBehaviorintentionRepurchaseMediaRichnessWebsitequalityPIITPerceivedEase of UsePerceivedUsefulness
  11. 11. 03METHODOLOGY11
  12. 12. ParticipantsConvenience SamplingCentral Taiwan300 College Students12
  13. 13. Instrument13
  14. 14. Instrument14Device8Chong et al. (2012)Personal4Agarwal & Prasad (1998)15Babin et al. (1994)ValueContent5McKnight et al. 200232 items
  15. 15. Instrument15
  16. 16. ProceduresPilot test The surveyDatacollection16
  17. 17. Pilot test40CollegestudentsCentralTaiwan17
  18. 18. Data analysisMeasurement modelStructural model18
  19. 19. 19Thank Youfor YourListening!

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