| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 105 === Information technology is the most important technology and impact in several industries. How to attract more user to use the APP for bonus points promotion is an important research issue for convenience store manager. This study examines key motivators for consumers’ attitude towards continuing the reception of bonus points promotion services by APP. Multiple theoretical perspectives are synthesized to hypothetically construct a model of continuance behavior, which is then empirically tested using a field survey of users, and Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) are the study’s theoretical bases. The study uses Structure Equation Modeling (SEM) to analyze users who have used bonus points promotion services by APP. The results indicated the APP’s usefulness, ease to use, attitude, and subjective norm are positively affecting users’ behavior intention. From the research, we can explore what kind of factors can influence APP choice behavior intention via structural equation model. The results obtained in this study can be used to development more effective management strategies.
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