Search

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.chb.2009.06.001 Byline: Dong-Hee Shin Keywords: M-Commerce; Mobile payment; Consumer/user acceptance; UTAUT Abstract: This study seeks to validate a comprehensive model of consumer acceptance in the context of mobile payment. It uses the unified theory of acceptance and use of technology (UTAUT) model with constructs of security, trust, social influence, and self-efficacy. Structural equation modeling is used to construct a predictive model of attitudes toward the mobile wallet. Individuals' responses to questions about attitude and intention to adopt/use a mobile wallet were collected and analyzed with various factors modified from UTAUT. While the model confirms the classical role of technology acceptance factors (i.e., perceived usefulness and ease of use are key antecedents to users' attitude), the results also show that users' attitudes and intentions are influenced by perceived security and trust. In the extended model, the moderating effects of demographics on the relations among the variables were found to be significant. The proposed model brings together extant research on mobile payment and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and actual system usage. Author Affiliation: Department of Interaction Science (WCU funded program), Sungkyunkwan University (SKK Univ.), International Hall, 53 Myeongnyun-dong 3-ga, Jongno-gu, Seoul 110-745, Republic of Korea

Purpose – The purpose of this paper is to examine how types of virtual brand community (VBC) benefits influence VBC loyalty through specific types of interaction. Design/methodology/approach – The study targeted 250 brand community users to conduct an empirical analysis using SPSS 19.0. Findings – Consumers’ perceived benefits (functional, experiential, and symbolic) were found to be the leading variables in inducing consumer loyalty. Brand community managers should not focus only on the benefits offered by the brand community, but also on how these benefits can be associated with human-to-computer and consumer-to-consumer (C2C) interaction. Research limitations/implications – The virtual community (VC) has an important role as a marketing tool. As the VC within the virtual space has gradually been increasing, its importance has grown as well, therefore making research studies on heightening members’ brand community site loyalty important. Originality/value – This study broadens and contextualizes our understanding of what type of VBC interaction can be further activated in the process of enhancing the members’ VBC loyalty, which is affected by consumers’ perceived benefits. [ABSTRACT FROM AUTHOR]

In this study, consumer behaviours and experiences with regard to N-Screen are analysed, with a particular focus on the antecedents of consumer intentions. Using a combined model of Diffusion of Innovation theory and the Technology Acceptance Model (TAM), N-Screen acceptance was empirically investigated based on usability and diffusion factors. The results show that the diffusion factors of N-Screen significantly influence the usability, which subsequently affects adoption of the technology. The policy and managerial implications of the model for N-Screen are discussed. This study ultimately provides an in-depth analysis and heuristic data on consumer drivers, market dynamics, and policy implications within the N-Screen ecosystem. [ABSTRACT FROM AUTHOR]

Abstract: Consumer acceptance of technological innovations is crucial to marketing strategy and policy development. This study analyzes consumer behaviors in mobile voice over Internet protocol (mVoIP), focusing on the antecedents of consumers'' intentions. Using a context-specific extension of the Technology Acceptance Model, mVoIP acceptance was investigated based on the salient belief of perceived usefulness, perceived ease of use, and facilitating factors. The results show that quality factors of mVoIP significantly influence the usefulness and ease of use, which subsequently affect the adoption of the technology. Call and service quality were found to be significant factors, followed by mobility and coverage. The policy and managerial implications of mVoIP are discussed based on the model. In conclusion, this study provides in-depth analysis and heuristic data on the consumer drivers, market dynamics, and policy implication within the mVoIP ecosystem. [Copyright &y& Elsevier]

The article presents a study that deals with consumers' actual interest in, preferences for, and the factors that influence reading habits of electronic-books. An examination was done on users' experience of electronic-books to identify the areas of development using Uses and Gratifications Theory (UGT), Expectation Confirmation Theory and Diffusion Theory. These theories were integrated to form the basis of an extended UGT Expectancy concept. Analysis was done on users' responses to questions about cognitive perceptions.

As mobile TV is becoming increasingly popular, this study examines the factors affecting consumers' intentions to use and adopt DMB. By integrating a motivational perspective into the technology acceptance model (TAM), this study examines the socioeconomic determinants of DMB adopters and nonadopters in South Korea. Perceived availability and perceived quality are proposed as new constructs that reflect DMB-specific features. The empirical results overall support a modified TAM in explaining consumers' behavioral intentions to use/adopt DMB. In particular, the results of structural equation modeling suggest that perceived availability is positively associated with perceived benefit and the attitude toward DMB. In addition, the results suggest that adopters and nonadopters of DMB perceive its value differently, which implies how to promote the diffusion of DMB to nonadopters more effectively. Implications of this study are important for both researchers and practitioners. [ABSTRACT FROM AUTHOR]

Abstract: This study analyzes consumer purchasing behavior in Web 2.0, expanding the technology acceptance model (TAM), focusing on which variables influence the intention to transact with virtual currency. Individuals’ responses to questions about attitude and intention to transact in Web 2.0 were collected and analyzed with various factors modified from the TAM. The results of the proposed model show that subjective norm is a key behavioral antecedent to using virtual currency. In the extended model, the moderating effects of subjective norm on the relations among the variables were found to be significant. The new set of variables is virtual environment-specific, acting as factors enhancing attitudes and behavioral intentions in Web 2.0 transactions. [Copyright &y& Elsevier]

Abstract: Internet Protocol Television (IPTV), the convergence services of television and Internet, is being rapidly developed around the world. The advent of digital technologies has changed the convergence market dramatically with the wide diffusion of the convergent services. Using the Technology Acceptance Model as a conceptual framework and method of logistic regression, this research analyzes the demand for IPTV by drawing data from 452 consumers. Individuals'' responses to questions about whether they accept IPTV are collected and combined with observations of their socio-economic status and intrinsic/extrinsic factors modified from the Technology Acceptance Model. Results of logistic regression show two variables (intrinsic and extrinsic factors) that seem to explain what influences consumer behavior towards adopting IPTV. Overall, the logistic regression model explains over 50% of the variance in the IPTV adoption. The variances shed light on the multi-open platform environment that IPTV will forge. [Copyright &y& Elsevier]