Differences between PC and Smartphone Oline Shopping-Applying the Technology Acceptance Model

• Main Authors: Yu-Wen Lin, 林毓玟
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/44293899657179899330

碩士 === 國立雲林科技大學 === 應用外語系碩士班 === 101 === The purpose of this study is to investigate the differences of online shopping behaviors between PC and smartphone users with technology acceptance model (TAM). This study also aims to understand what factors may enhance or obstruct consumers to adopt PC or smartphone as their online shopping tool. A quantitative approach was employed in this study. Five hundred questionnaires were distributed to PC and smartphone users, and 396 of them were valid. Descriptive analysis and paired t-test were conducted to analyze the collected data. The results suggest that there are indeed several behavioral differences between online shoppers with both devices. A smartphone is considered a less convenient and efficient tool than a PC when making online shopping. Factors that hinder or enhance the adoption of a smartphone as an online shopping tool are also different from that of a PC. The results also provide insights that can help practitioners to promote m-commerce that uses smartphones as its major shopping tool. The findings suggest that m-commerce and e-commerce are different. Therefore practitioners should use different strategies and design different shopping platforms to motivate users to shop online with smartphones.