Direct and indirect impact of aesthetics on intention to buy smartphones

This study aims to measure the direct and indirect impact of aesthetics on consumers' intention to buy smartphones through perceived value in the context of research in Vietnam. The research data conducted through three surveys: The first one is expert survey and group discussions to explore and adjust the scales. The second one is that the authors conducted a pilot study with 100 customers in Ho Chi Minh City to evaluate the reliability of scales, the last one is that the authors survey directly 200 customers and send 100 online surveys. And 275 valid observations with Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) were conducted to find a direct and indirect impact on the intention to buy smartphones. The main results show that aesthetic has a direct and indirect impact on the intention to buy smartphones. The strongest influence is the indirect impact of aesthetics on the intention to purchase through social value; the second strong impact is the direct impact of aesthetics on the intention to buy, the two weakest indirect effects is through functional value and emotional value respectively. Based on the research results, the product developer can adjust the properties of aesthetics, and at the same time looking the ways to increase the perceived value of customers; thereby increasing revenue in selling smartphones

Mobile commerce adoption in India, a revised technology acceptance model

Nowadays, Mobile Commerce (M-Commerce) is expected to make a substantial impact on the business landscape. In India, the mobile cellular market is the fastest growing telecommunication market in terms of subscribers and popularity and is expected to grow by 55% from its present size of $2 billion to$19 billion by 2019. This research presents an extended Technology Acceptance model (TAM) that integrates extracts from the Unified Theory of Acceptance and Use of Technology (UTAUT), Personal Innovativeness and Trust into the TAM to investigate what determines user Mobile Commerce (MC) acceptance in India. The proposed model was empirically tested using data collected from a survey of 249 Indian Mobile Commerce users. Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model and Structural Equation Modeling (SEM) to evaluate the causal model. The findings demonstrate the applicability of the modified TAM in assessing Mobile Commerce acceptance in India. From the study it can be seen that Mobile Commerce acceptance in India is influenced directly by Perceived Usefulness (β=0.443, p<0.001) Perceived Ease of Use (β=0.442, p<0.001) less so by Social influence (β=0.086, p<0.05) and indirectly by Facilitating Conditions (β= 0.554, p<.001) and Trust (β=0.068, p<0.05). A Multi-Group analysis based on gender (exogenous) and Frequency of Use (endogenous) was also conducted to gain a better understanding of the underlying Sub-Group dynamics. The recommendations made for the Indian Mobile Commerce sector based on the implications of the research and the typology for future research are also outlined

Understanding the factors of mobile payment continuance intention: empirical test in an African context

Franque, F. B., Oliveira, T., & Tam, C. (2021). Understanding the factors of mobile payment continuance intention: empirical test in an African context. Heliyon, 7(8), 1-12. [e07807]. https://doi.org/10.1016/j.heliyon.2021.e07807Few studies have been conducted about individuals’ continuance to use m-payment, especially in an African context. This study investigates the continuance intention to use m-payment, employing two theoretical models: the DeLone and McLean information system (D&M IS) success model and the expectation-confirmation model (ECM) in an African context. We collected 338 questionnaires through an online survey to evaluate and validate the proposed theoretical model, using partial least squares – structural equation modelling (PLS-SEM). Our results indicate that the most important predictors of continuance intention to use m-payment are individual performance, use, and satisfaction. The results present useful insight to understand continuance intentions toward mobile payment in an African context. The integration of D&M IS success model, and the ECM model is to allow us to understand the main factors affecting the continuance intention to use mobile payment in the African context. By combining these two models we show how to compensate for and complement the weaknesses and strengths of the models, solidifying our findings of continuance intention with a stronger model that is otherwise not possible.publishersversionpublishersversionpublishe

Perceptions on the Utilization of Mobile Technologies for Learning among Postgraduate Students

This study determined the perceptions of the utilization of mobile technologies for learning among Postgraduate Students in Kwara State. The study adopted survey approach. The population for this study was made up of all the postgraduate students in Kwara State. Proportional sampling techniques were used to allocate a number of respondents in each school based on their estimated population using Israel Model. The instrument for data collection was an adapted questionnaire. Descriptive and Inferential statistics were used to answer the research question and test the stated hypotheses with the aid of stastistical product and service solution (SPSS) version 20.0 at 0.05 level of significant. The findings indicated that postgraduate students had positive perception of the utilization and ease of use of mobile technologies for learning. No significant difference exists in the postgraduate students’ perception of the utilization of mobile technologies for learning based on gender and the field of study. The study concluded that learning can be enhanced among postgraduates’ students if appropriate mobile technologies are deployed for learning. Therefore, postgraduate students are encouraged to deploy mobile technology for learning irrespective of their gender

Consumers\u27 acceptance of wearable technology: Examining solar-powered clothing

Unlike mere technological devices, wearable technology is complex, since it is considered both a device and a garment, integrating attributes of clothing and technology with the human wearer. Thus, the purpose of this study was to examine the effects of various factors that influence acceptance of wearable technology, specifically, solar-powered clothing. Solar-powered clothing was chosen as the topic of this research due to the increasing focus and development of the product by researchers (Cho, 2010; Schubert & Merz, 2009) and the pro-environmental attributes of the product. Based on the Technology Acceptance Model (TAM), this study extended the model and examined the effects of seven consumer-oriented variables on consumers\u27 attitudes towards purchase intentions for solar-powered clothing: TAM variables (perceived usefulness and perceived ease of use), perceived performance risk, Functional, Expressive, Aesthetic (FEA) elements of clothing (perceived comfort, perceived compatibility, and perceived aesthetic attributes), and environmental concerns. Further, this study examined the differences between Gen Y and Baby Boomer on their perceptions and attitudes towards purchasing solar-powered clothing; these two groups were selected, because both groups have been of significant interest to social psychologists as well as marketers in the past (Morris & Venkatesha, 2000). A convenience sample of college students and faculty at one of the United States mid-western universities was recruited for the web-based survey with both open and closed-ended questions. The sample for this study consisted of 18-33 year olds and of 50-65 year olds, both male and female, who were in the bracket of targeted ages for Gen Y and Baby Boomer generations. A total of 720 useable responses was selected from the returned questionnaires based on the completion of the questionnaire for data analysis. Multiple linear regression, simple linear regression, and independent samples t-test were used to test the research hypotheses along with a thematic analysis of open-ended responses. The results revealed that both dimensions of technology acceptance and clothing attributes are important factors influencing acceptance of solar-powered clothing. Specifically, perceived usefulness and perceived performance risk from the dimensions of technology acceptance significantly influenced consumers\u27 attitudes towards purchasing solar-powered clothing. From the FEA dimensions of clothing, perceived comfort and perceived compatibility showed significant positive effects. Further, environmental concerns also positively influenced consumers\u27 attitudes towards purchasing solar-powered clothing. Contrary to expectations, the perceived ease of use and perceived aesthetic attributes did not have significant effects on attitude. In terms of comparing Baby Boomers and Gen Y, all of the variables except perceived ease of use and perceived performance risks showed significant differences. Examining the effects of various consumer-oriented variables contribute to the growing body of research on development of wearable technology and bridge the gap in understanding consumers\u27 perceptions of and purchase intentions for solar-powered clothing. The research also confirmed the important influences of multiple dimensions on wearable technology and further validated the TAM model in explaining new technology adoption in the context of solar-powered clothing

A multidimensional explanation of time spent listening to audiobooks

This exploratory study focuses on investigating the factors that may be predictors for average weekly audiobook listening time. From a holistic perspective, the conceptual model suggests relationships between several types of factors, namely factors relating to the nature of the audiobook (popularity and novelty), the audiobook distributors (ease of use of audiobook platforms), and factors intrinsic to the individual, such as their audiobook genre preference and their reading habits as well as their intention to continue listening to audiobooks. Although subscription on audiobook platforms is growing, research into audiobook consumption and purchase patterns is scarce. A questionnaire with 110 responses from individuals who listen to audiobooks on a regular basis. The conceptual model was estimated using SmartPLS software. Multicollinearity problems were identified among some of the predictors leading to the estimation of simplified models from the conceptual model, in which some of them were omitted, and it was confirmed that the intention to continue listening to audiobooks and the ease of use of the platform influences audiobook listening time. Future research should diversify the respondents' profile demographically and geographically and consider the influence of factors inherent to the subscription on audiobooks selling platforms, such as their frequency, for example. Research into the consumption patterns of this product are still scarce, although the audiobook is a result of the evolution of the digitalization of the functionalities of devices such as smartphones, which respond to the desires of a multitasking lifestyle.Este estudo exploratório foca-se na investigação dos fatores que possam ser preditores para o tempo médio semanal da audição de audiobooks. Numa perspectiva holística, o modelo conceptual sugere relações entre vários tipos de factores, nomeadamente fatores relativos à natureza do audiobook (popularidade e novidade), aos distribuidores dos audiobooks (facilidade de uso das plataformas de audiobooks) e fatores intrínsecos ao indivíduo, como a sua preferência de gênero de audiobook e os seus hábitos de leitura bem como a sua intenção de continuar a ouvir audiobooks. Apesar de ser crescente a subscrição nas plataformas de audiobooks, é escassa a investigação aos padrões de consumo e de compra de audiobooks. Um questionário com 110 respostas de indivíduos que ouvem audiobooks com regularidade. A estimação do modelo conceptual foi feita com recurso ao software SmartPLS. Foram identificados problemas de multicolinearidade entre alguns dos preditores que conduziram à estimação de modelos simplificados a partir do modelo conceptual, em que foram omitidos alguns deles e confirmou-se que a intenção de continuar a ouvir audiobooks e a facilidade do uso da plataforma influencia o tempo de escuta de audiobooks. Investigações futuras devem diversificar o perfil dos respondentes demograficamente e geograficamente e considerar a influência de factores inerentes à subscrição nas plataformas de venda dos audiobooks, como a sua frequência, por exemplo. A pesquisa nos padrões de consumo deste produto são ainda escassos, embora o audiobook resulte da evolução da digitalização das funcionalidades de aparelhos como smartphones, que respondem aos desejos de um estilo de vida multitasking

Beyond mobile advertising : an empirical investigation of customer engagement and empowerment with mobile marketing communication campaigns

The importance of customer engagement to sustain and foster business growth in an interactive environment has been recognised in the practitioner literature. It has also been observed that engaged customers become empowered in a given marketing communication environment. Yet, there has been very little, if any, academic enquiry examining these concepts within the mobile commutations context. This is surprising given that we are live in an increasingly mobile technology dominated world. Thus, the aim of this research is to examine customer engagement behaviour and its relationship to customer empowerment in the context of mobile communication. A conceptual model is built on the foundations of the technology acceptance model (TAM). This model seeks to explain the level of engagement and empowerment of customers in mobile marketing campaigns with subjective norms, information seeking, perceived ease of use and perceived usefulness as antecedents. The inquiry extends to examining the impact of moderating factors that influence customer engagement and empowerment along with behavioural intention as a consequence.Following Churchill (1979), a scale to measure engagement was developed. Given the positivist foundations of this study, an online questionnaire was used to collect data. Respondents were recruited from several popular electronic forums in Saudi Arabia. Following data collection, covariance based Structural Equation Modelling was employed in the analysis.The study makes a contribution both on a theoretical level and at a practical level. On a theoretical level, a new scale is developed to measure customer engagement. This will provide a basic understanding of customer behaviour in mobile marketing communication. The relationship between customer engagement and customer empowerment was significant. Subjective norms and information seeking were significant to customer empowerment, while only subjective norms were significant to customer engagement. Perceived usefulness was significant to customer engagement and customer empowerment, while perceived ease of use was insignificant to both of them. In addition, behavioural intention was significant to customer empowerment. On a practical level, the developed scale will help to improve customers’ relationships with businesses; as marketers are now able to enhance engagement by providing an outlet for social interaction, for example. Furthermore, a better understanding of customers’ behaviour will help marketing professionals to better segment and target the appropriate customers to enhance their loyalty

Rural banks´ intention to adopt m-banking in the special region of Yogyakarta

The COVID-19 pandemic has impacted all sectors of the economy, including the rural banking sector. On the other hand, in this digital era, the use of m-banking for transactions is commonplace. It's no wonder that various sectors, including rural banks, desperately need m-banking, one of the products rural banks and the public desperately need, especially during the lockdown period. Hence, m-banking can be considered a rural bank fintech. This study examines the intention to adopt the m-banking model in the banking sector, influenced by perceived usefulness, technological context, organizational context, and environmental context. This research is explanatory research with a survey approach. Based on the research objectives, this research is intended to test the hypothesis. The method of data collection is done by distributing questionnaires. This research is a survey study of 75 rural bank staff and 87 customers of rural banks in the Special Region of Yogyakarta, Indonesia. The analytical tool used in this research is Partial Least Square (PLS). The results of the research that has been carried out show that the technological context, organizational context, and environmental context have a positive and significant effect on perceived usefulness. Furthermore, perceived usefulness positively and significantly affects the intention to adopt m-banking. This research discusses the study's contributions, implications, limitations, and future research directions. This research is expected to improve rural banks' performance in digitalization, especially in adopting m-banking.A pandemia de COVID-19 impactou todos os setores da economia, incluindo o setor bancário. Por outro lado, nesta era digital, o uso do m-banking para transações é comum. Não é por acaso que vários setores, incluindo bancos rurais, precisam efetivamente do m-banking, um dos produtos que os banco rurais e o público precisam marcadamente, especialmente durante o período de confinamento. Assim, o m-banking pode ser considerado uma fintech de banco rural. Este estudo examina a intenção de adotar o modelo de m-banking no setor bancário, influenciado pela utilidade percebida, contexto tecnológico, contexto organizacional e contexto ambiental. Este trabalho e um estudo exploratório efetuado com recurso a questionário. A recolha de dados foi efetuada com sucesso junto de 75 funcionários de bancos rurais e 87 clientes de bancos rurais na Região Especial de Yogyakarta, Indonésia. A ferramenta analítica utilizada é os Mínimos Quadrados Parciais (MQP). Os resultados mostram que o contexto tecnológico, o contexto organizacional e o contexto ambiental têm um efeito positivo e significativo na utilidade percebida. Além disso, a utilidade percebida afeta positiva e significativamente a intenção de adotar o “m-banking”. A dissertação discute as contribuições do estudo, implicações, limitações e direções de investigações futuras. Espera-se que contribua para a melhoria do desempenho dos bancos rurais decorrente da digitalização, especialmente na adoção do m-banking

Factors that influence users to take part in WeChat marketing activities

JEL Classification M3 M31With the penetration of smart phones and mobile Internet, Instant Message Tool is one of the important channels that was developed in order to meet the communication need. Diven by the strong demand, WeChat is the fastest growing Instant Message Tool, and gradually replace the others such as QQ, Weibo, becomes the most popular one in China. Since WeChat has been released new version with functions for busniess, WeChat marketing has started to become a hot topic which concerned by many enterprises. Enterprises push information and hold activities by using WeChat functions such as “Subscription Account”, “QR Code”, in order to obtain more attention and reach more sales. The purpose of this dissertation was to study factors that will influence users’ partipation in WeChat Marketing. Based on the Technology Acceptance Model, marketing features and social characteristics are also considered in the research model. After running Factor Analysis, Usage Performance, Privacy Concern, Perecived Entertainment, Perceived Interactive, Subjective Norm, Perceived Behavioral Control were the new independent variables; Attitude as the immediate variable; Behavior Intention as the dependent variable. Final result shows that Usage Performance has significant positive impact on Attitude and Behavior Intention. Perecived Entertainment and Perceived Interactive have significant positive impact on Attitude. However, Privacy Concern has not significantly influence on Attitude. Subjective Norm has significant impact on Attitude and Behavior Intention, while Perceived Behavioral Control has not significantly influence on Attitude and Behavior Intention.Com a penetração de smartphones e Internet móvel, Ferramentas de Mensagens Instantâneas tornam-se num dos mais importantes canais desenvolvidos de forma a satisfazer a necessidade de comunicação. Derivado pela forte procura, WeChat é a ferramenta de mensagens instantâneas com maior crescimento, gradualmente substituindo outras plataformas como QQ e Weibo, tornando-se num dos mais populares na China. Desde o surgimento do WeChat com novas funções para os negócios, o seu marketing tem começado a ser um importante tópico de análise por muitas empresas. As empresas enviam informação e mantêm actividades usando a opção de “Registar Conta” e “código QR”, de forma a obter maior atenção e obter mais vendas. O objectivo desta dissertação consiste em estudar os factores que influenciam a participação dos usuários no marketing do WeChat. Com base no Modelo de Aceitação Tecnológica, recursos de marketing e características sociais também são considerados no modelo de pesquisa. Depois de executar uma análise factorial, as variáveis independentes foram Desempenho de Uso, Preocupação com a Privacidade, Entreternimento Percebido, Interactividade Percebida, Norma Subjectiva, Controlo Comportamental Percebido; tendo como variável imediata Atitudes, e Intenção de Comportamento como variável dependente. Os resultados finais mostram que o Desempenho de Uso tem um impacto positivo significativo nas Atitudes e Intenção de Comportamento. Entertenimento Percebido e Interactividade Percebida têm um impacto positivo significativo nas Atitudes. No entanto, a Preocupação com a Privacidade não tem influência significativa nas Atitudes. Normas Subjectivas têm um impacto significativo nas Atitudes e Intenção de Comportamento, enquanto que o Controlo Comportamental Percebido não tem influência significativa nas Atitudes e Intenção de Comportamento

College-Level Foreign Language Instructor\u27s Perceptions on the Incorporation of Mobile Technology Devices and Their Learning Applications in Curricula: A Collective Case Study

The purpose of this case study was to understand the integration of mobile technology devices (MTDs) and their learning applications (apps) into foreign-language curricula by foreign-language instructors at two colleges in the Mid-Atlantic region of the U.S. The theory guiding this study was Bandura’s self-efficacy theory, which examined how self-efficacy affects college-level foreign language instructors’ integration of MTDs and their learning apps into foreign language curricula. In this project qualitative case study design was used to explore and investigate the issue of having limited technology knowledge and skills to integrate MTDs and their learning apps into foreign language classes. A critical question that this study attempted to answer was how mobile educational technology training improved the way college-level foreign-language teachers delivered effective foreign-language curricula in the classroom. The study took place in two colleges in the Mid-Atlantic region of the U.S. A total of 10 college-level foreign-language instructors from these two colleges were the study participants. Additionally, the research instruments used throughout the study include journal prompts, foreign-language class syllabi, structured interviews, and transcripts from the interviews. Lastly, the researcher applied hand coding to complete an inductive and deductive coding process, including transcribing, categorizing, and analyzing the data collected from the participants. Five themes and fifteen sub-themes emerged from the study, underscoring the positive views of foreign language instructors on integrating MTDs and their learning apps. Yet, obstacles such as lack of training and connectivity issues challenge their full potential to enhance students\u27 self-efficacy in reading, speaking, and listening