Exploring the Relationship between Perception and Continuance Intention on Marathon's World APP

• Main Authors: 莊啓宏CHUANG, CHI- HUUNG, 莊啓宏
• Other Authors: HSU, MAO-CHOU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/mcyvgq

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 105 === This study aimed to explore the effects of domestic Marathon’s World APP users’ perception on continuance intention. Applying Technology Readiness and Acceptance Model (TRAM) as test model, subjects in this study were Marathon’s World APP users who filled out online questionnaire provided on the official website of Marathon’s World. A total number of valid questionnaires recycled was 306 and effective response rate was 100%. This study conducted SPSS for Windows 20.0 and SmartPLS3.0 for data analysis. The following results were obtained: (1) Technology readiness had a significant influence on perceived usefulness. (2) Technology readiness had a significant influence on satisfaction. (3) Technology readiness had a significant influence on perceived ease of use. (4) Perceived ease of use had a significant influence on perceived usefulness. (5) Perceived usefulness had a significant influence on satisfaction. (6) Perceived ease of use had a significant influence on satisfaction. (7) Perceived usefulness did not have a significant influence on continuance intention. (8) Perceived ease of use did not have a significant influence on continuance intention. (9) Satisfaction did not have a significant influence on continuance intention. At last, constructive suggestions about technology readiness, perceived ease of use, and perceived usefulness according to the study results were proposed as references for program designers.