The Effects of Behavioral Intention to Use Mobile App andSatisfaction on Brand Preference

• Main Authors: Cheng-YuWu, 吳丞璵
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/46140556323337106515

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === As mobile App have become a trend that many people complete the work and life tasks by using the mobile App, businesses begin to cooperate with application developers to develop their own App, and move into the mobile services market. The majority of previous studies only explored the acceptable behavior of new technology and the using effectiveness of new information system separately. This study, on the one hand, with the emerging of App market, uses a combination of technology readiness and information systems success model to explore the application of new technology. On the other hand, we combine brand preference with behavioral intention to use and mobile App satisfaction to the further exploration of consumer behavior. The objective of this study is to investigate whether consumer has a good impression and spending regarding the business brands that provide Apps. In the framework, this study adopts technology readiness and mobile App characteristics to explore the consumer intention to use mobile App, and use information systems success model to explore the mobile App satisfaction. In the end, this study adopts multiple regression analysis to explore the effects on brand preference from behavior intention to use and mobile App satisfaction, and discuss the correlation between each variable. The empirical results of this study presents in the correlation between the factors of technology readiness and behavioral intention to use. Optimism, innovativeness and discomfort have positive effects, but insecurity has a negative effect. In addition, mobile App characteristics have a positive effect on behavioral intention to use. Also, information quality, system quality and service quality all have positive effects on mobile App satisfaction. Finally, this model validates influencing brand preference can be formed by behavioral intention to use and mobile App satisfaction which have positive effects on the brand preference.