| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 101 === Shopping site apps has become a new online shopping channel. However, the constraints of smartphone hardware, such as screen size, display resolution and acoustics; and the challenges of interface design and users’ skills can influence consumers’ telepresence and state of flow in the context of mobile shopping. Moreover, most shopping site apps users has experience of online shopping by PC/laptop, whether they will complete the shopping transaction on the smartphone or switch to PC/laptop become an interesting topic. This study combined Flow theory and PPM model to explore consumers’ switching behavioral intention in the context of mobile shopping, and mooring effect is adopted as a moderator. The research collected 245 valid questionnaires by using online based survey. Confirmatory factor analysis (CFA) and structural equation model (SEM) were adopted for data analysis. The results indicated that vividness, challenges and skills have effects on telepresence and flow, but only flow influences attitude to shopping site apps. In PPM model aspect, push and pull effects have direct impact on switching behavioral intention. However, mooring effect has a moderating effect on the relationship between attitude to shopping site apps and switching behavioral intention. This study suggested that m-commerce firms should consider the constraint of smartphone and deliberate on users’ skills when develop shopping site apps; besides, firms also have to enhance trust of shopping site apps and target at those people who addicted to smartphone. Thus, m-commerce firms can increase benefit and profit.
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