Applying the Integration of TAM and TPB to Explore Consumers’ Behavior Intention of QR Code Internet Shopping

• Main Authors: Tzu-Ling Huang, 黃姿綾
• Other Authors: Ping-Kun Hsu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/djy98e

碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 105 === Smartphone is one of the most innovative devices. It’s an App world and everyone is addicted to smartphone. A smartphone with apps has become everyone''s best companion. One can hardly manage without possessing a phone. This study applies the integration of TAM and TPB to explore consumers’ behavior intention of QR code internet shopping. Moreover, the role of attitude between perceived usefulness and behavior intention, and the role of behavior intention between perceived behavior control and behavior are examined for identifying the mediating effect. A questionnaire survey was conducted to fulfill this purpose using a sample of 390 effective questionnaires gathered from the internet and residents at Tainan city. The analyses of statistics such as independent-samples t test, Pearson correlation coefficient, and regression analysis were used to analyze the data, with the software of SPSS. The research results show that all the hypotheses are supported. Attitude turned out to partially mediate the effects of perceived usefulness on behavior intention. Behavior intention has a significant mediating effect on the relationships between perceived behavior control and behavior. Finally, implications and future directions are discussed.