The Impact of Perceived Usefulness, Perceived Ease of Use and Impulsive Purchase on Intention toward LINE shopping – The Moderating Effect of Involvement Level

• Main Authors: Chia-Chi Shen, 沈家吉
• Other Authors: Kuo-Wei Lee
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/q579v3

碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 106 === As 4G has been vigorously promoted in the telecommunications industry in Taiwan, people’s habits of using electronic products have switched from computers to mobile communication devices such as mobile phones and tablets. Shopping on social network and e-commerce platforms has also become increasingly popular. The focus of consumption habits has transferred from entity channel to virtual e-commerce channel. This research explored the impact on the purchase intention of LINE shopping from the perspective of users of LINE community communication software. It is expected the findings can be provided to e-commerce platform practitioners for reference. This research investigated and verified the influencing factors of LINE shopping intention using the theoretical basis of Technology Acceptance Model (TAM) proposed by Davis (1989), as well as the impulsive purchase and the interference effects of the degree of involvement. In terms of sampling, this research took LINE users of Taiwan mobile communication software as the research object. By convenience sampling method, a total of 301 online questionnaires were recovered, of which there were 293 valid samples, with a valid return of 97.3%. This research validated the hypothesis through narrative statistics, reliability analysis, validity analysis and regression analysis. The results showed that perceived usefulness, perceived ease of use, impulsive purchase and use attitude have a significant positive effect on LINE shopping intention. The interaction between the use attitude and the degree of involvement has a certain degree of positive impact on the purchase intention.