Factors Influencing Consumers’ Usage of the Starbucks Mobile APP
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, per...
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ndltd-TW-104NPTU03230112016-07-27T04:14:48Z http://ndltd.ncl.edu.tw/handle/60935952893722953291 Factors Influencing Consumers’ Usage of the Starbucks Mobile APP 影響星巴克行動APP使用因素之探討 CHIANG, LIANG-YI 江亮儀 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. LIN, JING-YI 林靜儀 2016 學位論文 ; thesis 65 zh-TW |
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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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LIN, JING-YI |
author_facet |
LIN, JING-YI CHIANG, LIANG-YI 江亮儀 |
author |
CHIANG, LIANG-YI 江亮儀 |
spellingShingle |
CHIANG, LIANG-YI 江亮儀 Factors Influencing Consumers’ Usage of the Starbucks Mobile APP |
author_sort |
CHIANG, LIANG-YI |
title |
Factors Influencing Consumers’ Usage of the Starbucks Mobile APP |
title_short |
Factors Influencing Consumers’ Usage of the Starbucks Mobile APP |
title_full |
Factors Influencing Consumers’ Usage of the Starbucks Mobile APP |
title_fullStr |
Factors Influencing Consumers’ Usage of the Starbucks Mobile APP |
title_full_unstemmed |
Factors Influencing Consumers’ Usage of the Starbucks Mobile APP |
title_sort |
factors influencing consumers’ usage of the starbucks mobile app |
publishDate |
2016 |
url |
http://ndltd.ncl.edu.tw/handle/60935952893722953291 |
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