Joanna Huang YE4A 1101100007 Analysis of Mobile Shopping Behavior of Taiwanese Consumers.
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Transcript of Joanna Huang YE4A 1101100007 Analysis of Mobile Shopping Behavior of Taiwanese Consumers.
Joanna HuangYE4A 1101100007
Analysis of Mobile Shopping
Behavior of Taiwanese
Consumers
OutlineIntroduction
Literature Review
Methodology
Results & Discussion
Conclusion
IntroductionAccording to the survey of MIC…
◊ Problem: Taiwanese consumers are slowly changing shopping approach
Have the experience of mobile shopping
March 2013 October 2013
Percent (%) 17% 33%
16%
Purpose of the study
1. To Better understand Taiwanese consumers’ attitude and behavior
2. To Improve m-shopping environment
Three main questions
1. Why do Taiwanese use or not use mobile devices to shop?
2. Why some consumers discontinue using mobile devices to shop after their first mobile shopping experience?
3. What type of Taiwanese consumers would prefer using mobile shopping?
Literature ReviewGap: 1. determinants of adoption
2. same model “TAM” to analyze
“An Adoption Model for Mobile Services”
Five variables:
MethodologyParticipant: 107 “Taiwanese” who have
mobile devices
Measurement: Questionnaire
three sections
Mobile Shopping
Habit
Background Information
Attitude toward mobile
shopping
Result and Discussion- I.Figure 7: Experience of mobile shopping
Frequency Percentage %
Q1. Have your ever used
mobile devices to “browse”
the products by your mobile
devices?
Yes
No
77
30
72.0
28.0
Q2. Have you ever used your
mobile devices to shop? Yes
No
56
51
52.3
47.7
Q.3 Do you continue using
mobile devices to shop after
your first mobile shopping
experience?
Yes
No
64
43
52.3
40.2
less
Result and Discussion- II.
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.846 .848 9
Cronbach a= 0.846
1. Internal consistency of questions
◊ All the variables in this category are consistent and related with each other.
Result and Discussion- II.2. Attitude toward mobile shopping
◊ They think it is not easy to use mobile devices to shop.◊ They think they won’t be affected by reference group and media◊ They don’t think using mobile devices to shop would enhance their images◊ They extremely distrust to use mobile devices to shop.
All the variables were negative. →Taiwanese consumers’ intention of using mobile devices to shop was low.
Result and Discussion- III.
Figure 11: Cross table
Attitude to New Product Total
Active &
Curious
Wait For Others'
Evaluation Do Not Care
Experience of
mobile
shopping
No
7 35 14 56
Yes 13 29 9 51
總和 20 64 23 107
Figure 12: Chi-squared test result
數值 自由度
漸近顯著
性 (雙尾)
Pearson卡方 3.223(a) 2 .200
概似比 3.253 2 .197
有效觀察值的個數 107
R=3.223, P>0.05
X2 df Sig.
Pearson chi-square
total
Conclusion
1. Why do Taiwanese consumers use mobile devices to shop?
2. Why some consumers discontinue using mobile devices to
shop after their
first mobile shopping experience?
3. What type of Taiwanese consumers would prefer using mobile
shopping?
→ can shop anytime and anywhere
→ mistrust
→ The attitude toward new product VS having the experience of mobile
shopping → not related → failed to answer the third question.
Thank you so much!