Investigating Consumer Attitudes and Behavioral Intention ...
Towards An Understanding Of The Behavioral Intention To Use 3 G Mobile Value Added Services
Transcript of Towards An Understanding Of The Behavioral Intention To Use 3 G Mobile Value Added Services
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Towards an Understanding of the Behavioral Intentionto Use 3G Mobile
Value-Added Services
9822813 H.J Huang9822812 M.C Tsai
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First
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3G
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What is 3G?
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ThirdGeneration
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Mobile Communication
Technology
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So?
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What Can 3G Provide Us?
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Higher Wireless Bandwidth
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Before 3G5~10 kb/s
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This is 3G30~60 kb/s
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DiversifiedVideo and Audio
Services
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Before 3G
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This is 3G
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Telecom ServiceProviders
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It Seems Those Guys Can Earn
More $$…
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But Actually…
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ARPUAverage Revenue Per User
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Why?
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The Old Time…
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Now
The Decline in Conventional Voice Service TariffsThe Growing number of Mobile Telecom Users
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Only
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Conventional Voice Service
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Is
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Not
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Enough!
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So
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Telecom Services Providers
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Think
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ProvideValue-Added
Service
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Is a
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New Opportunity
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Telecom Services Providers
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Provide
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3G Value-AddedService
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MMS Music
M-Bank
Game
FortuneNews
M-Health
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And Wish It’s
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A Chance To Earn $$
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BUT
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Low Usage
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3G Value-AddedService
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Unsure
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That’s Why
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To Understand
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Customer’s Behavioral Intention
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To Use
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3G Value-AddedServices
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IMPORTANT!
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So
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We Use
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TechnologyAcceptance
Model
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AKA
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TAMTechnology Acceptance Model
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+
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CostConstruct
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+
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PersonalInnovativeness
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=
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Research Model
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Not So Fast
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Let’s Make Some Quick
ReviewFirst
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TAMTechnology Acceptance Model
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Based On
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Theory of Reasoned Action
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TRA Model
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TRA : Quick Example
Tommy
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Tommy
Sammy
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Tommy took my PDA!!I Strongly Want to Kill
Him!!
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I’ll Feel Much BetterIf I Kill Tommy
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I Think No One Will Blame Me If I Kill
TommyP.S. Sammy is Drunk…
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TAMTechnology Acceptance Model
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Two Factors
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Perceived Ease of Use
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I Think It’s Easy To Use
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Perceived Usefulness
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I Think It’ll Help Me a Lot!
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To Robber Bananas..
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Purpose
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Explain & Predict
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IT Users’
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Behavioral Intention
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And
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Practical Behaviors
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External Variable
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PersonalInnovativeness
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The Degree ofInterest in
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Trying
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New Thing
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New Concept
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An Innovative Product / Service(3G Value-added Service)
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We can be Established
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Two Hypotheses
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H1Personal Innovativeness positively influences Perceived Usefulness
of 3G mobile value-added services.
Personal Innovativeness
Perceived Usefulness
H1
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H2Personal Innovativeness positively influences Perceived Ease of Use
of 3G mobile value-added services.
Personal Innovativeness
Perceived Ease of Use
H2
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TAMTechnology Acceptance Model
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H3 Perceived Ease of Use positively influences Perceived Usefulness
of 3G mobile value-added services.
Perceived Ease of Use
Perceived Usefulness
H3
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H4 Perceived Usefulness positively
influences Attitude of 3G mobile value-added services.
Perceived Usefulness
AttitudeH4
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H5 Perceived Ease of Use positively
influences Attitude of 3G mobile value-added services.
Perceived Ease of Use
AttitudeH5
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H6 Perceived Usefulness positively influences Behavioral Intention
of 3G mobile value-added services.
Perceived Usefulness
Behavioral Intention
H6
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H7 Attitude positively influences
Behavioral Intention of 3G mobile value-added services.
Attitude Behavioral Intention
H7
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Perceived Cost
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Money is always an Issue!!
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H8 Perceived Cost negatively influences
the Attitude of 3G mobile value-added services.
Perceived Cost
AttitudeH8
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H9 Perceived Cost negatively influences
Behavioral Intention of 3G mobile value-added services.
Perceived Cost
Behavioral Intention
H9
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Now Let’s See Our Research Model
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Research Model
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Research Method
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QuestionnaireDesign
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22 items atBeginning
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After PretestPilot test involving 50 undergraduate
and graduate students from one university in Taiwan
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5 items were Eliminated
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17 Questions
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The Cronbach’s Alphavalue for each Construct
ranged from 0.764 to 0.887
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Most people use mobilevalue-added service
are aged 21-30 years old
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So We Choose thisage group (21-30)
as Sample
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350 questionnaires were distributed.
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269 valid responses were collected.
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76.86% Valid Response Rate
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Data Analysis
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Demographic characteristics of the respondents
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Types of 3G value-added services &Factors for not using 3G value-added services
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Results and Discussion
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Results and Discussion
• Structural Equation Model (SEM)
• LISREL 8.52
• maximum likelihood estimation
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Fit indices for measurement model
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Standardized factor loadings, SMC and CR
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The direct, indirect, and total effect of each construct on behavioral intention
attitude > perceived ease of use > perceived cost > perceived usefulness > personal innovativeness.
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Conclusions and Suggestions
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Conclusions and suggestions 1/2
• This conclusion serves as a warning for telecom service providers, who view the young user group as the target market of value-added services
• Second, consumers with higher personal innovativeness perceive a higher ease of use of value-added services
• Finally, to enhance consumer’s behavioral intention to adopt 3G value-added services, attitude should be the primary focus, followed by perceived ease of use, perceived cost and perceived usefulness.
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Conclusions and suggestions 2/2
• this study incorporated personal innovativeness as the antecedent affecting perceived usefulness and perceived ease of use, and used perceived cost to expand the TAM. However, research results indicate that personal innovativeness cannot alone explain perceived usefulness and perceived ease of use.
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Thanks
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Bye~