Examining the Intention to Reuse Mobile Websites: The Perspectives of Perceived Website Complexity and the Task-Technology Fit

• Main Authors: Pin-YanChen, 陳品諺
• Other Authors: Wei-Tsong Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/80788542931171967421

碩士 === 國立成功大學 === 資訊管理研究所 === 101 === The increase of mobile Internet users and the progress of mobile information services have contributed to an increase in mobile websites.Switching costs will be low for mobile website service providers if users are dependent onmobile websites, which would also result in mobile website service providers’ losing their original users. Therefore, finding a method by which to capture mobile internet users and makethem willing to use the same mobile websites over and over again is an important issue. Prior studies discussing mobile websites have mainly focused on their design. However, there are some other factors that need to be taken into consideration other than design. This study explored mobile website through personal features, as well as through the technological and task characteristics of mobile technology. Perceived website complexity is an important factor for identifying interface design simplicity.In the case ofmobile websites, auser friendly interface will be a key factorrelated to ease of use. This study uses perceived website complexity, along with task-technology fit theory, to explore continuing use of mobile websites. Based on 570questionnaires filled out by mobile website users, this study applied PLS(partial least-square) to investigate the proposed model. The results indicate that technology readiness has apositive influenceon task-technology fit; perceived dynamic complexity negatively influences task-technology fit;task characteristics havea positive influence on task-technology fit;task technology fit has a positive influence on user satisfaction; task technology fit has apositive influence on users’ intention to use, anduser satisfaction has a positive influenceon users’ intention to use. The results indicate that use of mobile websitesis not only influenced by technology, butis also significantly impacted by both individual and task characteristics.The research results can serve as a practical reference for mobile website service providers.