A Study of Consumer Behavior for Mobile Commerce Behavior in Convenience Stores

• Main Authors: CHENG KAI,LIU, 劉正凱
• Other Authors: LIN,HUNG-MING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/jgasbn

碩士 === 明新科技大學 === 管理研究所碩士在職專班 === 105 === In order to increase the contact rate of services and commodities to consumers, as well as the volume of customer and business sales of entity shops, Taiwan's convenience store owners try to increase the odds of selling merchandise by providing online platforms with mobile commerce property. The aim of this study is to examine customers’ acceptance of apps developed by convenience store chains. This study applied the Technology Acceptance Model (TAM), which has been used in much research of mobile shopping information system. I added two additional variables, namely "perceived risk" and "perceived value," to investigate the behavior of app users. The purpose of the study is to explore key factors of the acceptance of this type of service, and the relationships between factors, in the context of using mobile shopping apps associated with convenience store chains. The results showed that the "perceived ease of use," "perceived usefulness," and "perceived value" positively affect customers’ intension of use. However, "perceived risk" negatively affect customers’ intension to use such apps. Also, there is no connection between "perceived risk" and "perceived value," or between "perceived risk" and "perceived ease of use." In addition, customers’ perceived usefulness of mobile shopping apps is not affected by perceived risk. Findings of this study have real world implications for consumer behavior regarding mobile shopping apps by convenience store chains.