Exploring the Adoption Behavior of Responsive Web Design Based on the Integrated TAM-TTF Model

• Main Authors: Wei-chieh Liao, 廖洧杰
• Other Authors: Yu-hui Tao
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/d7726q

碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 101 === With the increasing popularity of mobile Internet information, many mobile devices, such as smart phones, tablets and other mobile devices, have become must-have tools in many people's lives and routine jobs. Before the popularity of mobile device, Web designers usually only need to customize Mobile webpages for mobile phones with low-screen resolutions. In the market share survey of screen resolutions on mobile devices by OpenSignalMaps in 2012, Android mobile phones has exceeded 4,000 models, covering a wider range of screen resolutions. Therefore, it has been a challenge for Web designers to satisfy the content presentation on various screen resolutions and mobile carriers. In 2010, Ethan Marcotte proposed the "Responsive Web Design" (RWD) of Web design patterns, such that for different screen resolutions by utilizing the syntax setting of CSS3 Media Queries, the page presentation can be dynamically adjusted during the page rendering time. RWD web design is popular, but it is not widely adopted in Taiwan. This observed gap phenomenon cannot be fully explained by the theoretical models in the literature. Therefore, this study integrated Technology Acceptance Model with the Task - Technology Fit Theory as a base model to explore the perceived levels of Web designers on RWD task fit and intention to adopt. Also, it is interesting to explore whether the switching barrier is a plausible antecedent factors for influencing the actual use of RWD method to reinforce the insufficient influence explained by traditional factors as seen in the literature? This empirical study used questionnaires to collect domestic web designers’ perceptions. Using a convenience sample of 84 pre-test data, a simple analysis of reliability and validity for revising the questionnaire was executed. In the formal data collection stage, Web surveys were distributed to Web designers via a professional Internet community, and a total of 142 valid questionnaires were received. SmartPLS was used to confirm the model fit and conduct the model testing analyses. The results show that the perceived RWD’s technology features and task characteristics by Web designers positively affect the level of task-technology fit; Meanwhile, the switching cost and attractive alternative also affect the actual RWD use by the Web designers in addition to the intention to use factor in Technology Acceptance Model, which confirms the hypotheses originated from practical observations. Based on the aggregation of the proposed research model and corresponding results, the research findings are discussed, contribution and suggestions to Web design domain are proposed, and the research limitations are also listed.