| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 102 === In recent years, with the growth of the smartphone, mobile shopping has become popular in Taiwan. More and more enterprises provide mobile shopping platforms applications to attract customers. Not like internet shopping, one of the features for mobile shopping is no time and place limitation. Customers could purchase products through their mobile devices anywhere. The study is to investigate the relationships among performance expectancy, effort expectancy, social influence, habit and behavior intention to mobile shopping. In addition, perceived risk is introduced to the conceptual framework as the moderator for evaluating how perceived risk demonstrates its moderating effects on the relationship between performance expectancy, social influence and behavior intention.
Through online survey, a total of 2013 effective questionnaires have been collected. In this study, descriptive analysis, confirmatory factor analysis, path analysis and moderating effect analysis were employed. The finding shows that mobile shopping is highly accepted by customers in Taiwan. The results indicate that performance expectancy, social influence expectancy and habit have positive impact on customers’ behavior intention to mobile shopping. Further, it is discovered that perceived risk exists in the relationship between social influence and behaviour intention. The managerial implication and limitations and suggestions are also presented in the study.
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