| Summary: | 碩士 === 國立屏東大學 === 國際貿易學系碩士班 === 104 === Many brands developed branded mobile applications (APPs) as media of communications and transactions due to the popularity of mobile devices. Based on UTAUT2, this study examined the effects of performance expectancy, hedonic motivation, perceived quality, perceived acquisition value, perceived transaction value, normative influence and informational influence on usage intention for Starbucks APP.
This study collected 438 valid responses using Starbucks APP through online survey. The result of PLS (partial least squares) showed that convenience, reliability and stability impacted perceived acquisition value positively and significantly; convenience and reliability impacted perceived transaction value positively and significantly, however, stability had no significant effect on perceived transaction value. Performance expectancy, hedonic motivation, perceived acquisition value, and informational influence impacted usage behavior positively and significantly, however, perceived transaction value and normative influence influenced usage intention insignificantly. The findings provide several significant implications and suggestions for marketing strategy and managerial practice.
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