Research on College Students’ Purchase Intention Based on M-Shopping Platforms
คำสำคัญ:
Purchase intention, college student consumers, M-shopping platforms, TAMบทคัดย่อ
Taking college student consumers as an example, the present study expands and modifies the theoretical model based on the Technology Acceptance Model (TAM), and explores the correlation between the dimensions that affect college student consumers’ purchase Intention to use mobile shopping (M-shopping) platforms.1327 college students in Guizhou participated in a questionnaire survey through an online platform. The data was statistically analyzed with SPSS and AMOS software to test the theoretical model of the study. The results show that subjective norms (SN) positively affect perceived ease of use (PEOU), perceived usefulness (PU), and the intention to use M-shopping platforms (ITUMP). PEOU positively affects PU and ITUMP. PEOU has a positive affects perceived trust (PT). PT positively affects PU and ITUMP. ITUMP positively affects the behavior to use M-shopping platforms (BTUMP). PU plays an intermediary role in the positive impact of PEOU on ITUMP. However, PR is not significant for PU and ITUMP.
References
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Ajzen, I., & Driver, B. L. (1991). Prediction of Leisure Participation from Behavioral, Normative, and Control Beliefs: An Application of the Theory of Planned Behavior. Leisure Science, 13(03), 185-204.
Akroush, M. N., Mahadin, B., ElSamen, A. A., & Shoter, A. (2020). An Empirical Model of Mobile Shopping Attitudes and Intentions in an Emerging Market. Int. J. Web Based Communities, 16(02), 150-179.
AlSoufi, A., & Ali, H. (2014). Customers Perception of M-banking Adoption in Kingdom of Bahrain: An Empirical Assessment of an Extended TAM Model. International Journal of Managing Information Technology, 6(01), 1-13.
Ardyanto, D. (2015). Effects of Ease and Trust Using E-Commerce against Online Purchase Decision. Journal of Business Administration, 22(01).
Bailey, A. A., Pentina, I., Mishra, A. S., & Mimoun, M. S. B. (2017). Mobile Payments Adoption by US Consumers: An Extended TAM. International Journal of Retail and Distribution Management, 45(06), 626-640.
Brusch, I., & Rappel, N. (2020). Exploring the Acceptance of Instant Shopping -- An Empirical Analysis of the Determinants of User Intention. Journal of Retailing and Consumer Services, 54.
Budyastuti, T., & Iskandar, D. (2018). The Influence of Usefulness, Easy of Use and Trust Using E-Commerce To User Behaviour (Case Study To Lazada.Com Consumers). Journal of Marketing and Consumer Research, 46, 78-83.
Chen, L., Gillenson, M. L., & Sherrell, D. L. (2002). Enticing Online Consumers: An Extended Technology Acceptance Perspective. Information & Management, 39(8), 705-719.
CNNIC. (2020). The 44th "Statistical Report on Internet Development in China". Retrieved from http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201908/t20190830_70800.htm
Davis, V. F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results. (Phd Thesis), The MIT Sloan School of Management Cambridge.
Davis, V. F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Davis, V. F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
Eisinga, R., Grotenhuis, M., & Pelzer, B. (2013). The Reliability of a Two-Item Scale: Pearson，Cronbach，or Spearman-Brown? International Journal of Public Health, 58(04), 637-642.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting E-services Adoption: A Perceived Risk Facets Perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading: Addison Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(01), 39-50.
Gerpott, T. J., & Thomas, S. (2014). Empirical Research on Mobile Internet Usage: A Meta-Analysis of the Literature. Telecommunications Policy, 38(03), 291-310.
Grabner-Kraeuter, S. (2002). The Role of Consumers' Trust in Online-Shopping. Journal of Business Ethics, 39(1/2), 43-50.
Groß, M. (2014). Exploring the Acceptance of Technology for Mobile Shopping: An Empirical Investigation among Smartphone Users. The International Review of Retail, Distribution and Consumer Research, 25(03), 215-235.
Heijden, V. d., Verhagen, T., & Creemers, T. (2003). Understanding Online Purchase Intentions: Contributions From Technology and Trust Perspectives. European Journal of Information Systems, 12(01), 41-48.
Kang, H., Hahn, M., Fortin, D. R., Hyun, Y. J., & Eom, Y. (2006). Effects of Perceived Behavioral Control on the Consumer Usage Intention of E-Coupons. Psychology & Marketing, 23(10), 841-864.
Kim, D. J., Ferrin, D. L., & Rao, R. (2008). A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems, 44(2), 544-564.
King, W. R., & He, J. (2006). A Meta-analysis of the Technology Acceptance Model. Information & Management, 43(06), 740-755.
Ktoridou, D., Epaminonda, E., & Kaufmann, H. R. (2008). Technological Challenges and Consumer Perceptions of the Use of Mobile Marketing: Evidence from Cyprus. International Journal of Mobile Marketing, 3(2), 34-43.
Lee, D., Moon, J., Kim, Y., & Yi, M. Y. (2015). Antecedents and Consequences of Mobile Phone Usability: Linking Simplicity and Interactivity to Satisfaction, Trust, and Brand Loyalty. Information & Management, 52(3), 295-304.
Li, D., Wu, B., & Wu, R. (2009). Consumers’ Purchasing Intention Model in China-- An Amendment Study on Fishbein's Theory of Reasoned Action. Management World(01), 121-129+161.
Lin, H.-H., & Wang, Y.-S. (2006). An Examination of The Determinants of Customer Loyalty in Mobile Commerce Contexts. Information & Management, 43(3), 271-282.
Lin, N., & Lin, B. (2007). Deep Analysis of Value and Function of Campus Culture of the University. Theoretical and Ideological Education, 9.
Liu, Y., Li, Q., Edu, T., Jozsa, L., & Negricea, I. C. (2019). Mobile Shopping Platform Characteristics as Consumer Behavior Determinants. Asia Pacific Journal of Marketing and Logistics, ahead-of-print. Retrieved from
Lu, Y., Yang, S., Chau, P. Y. K., & Cao, Y. (2011). Dynamics between the Trust Transfer Process and Intention to Use Mobile Payment Services: A Cross-Environment Perspective. , 48, . . Information & Management, 48(08), 393-403.
Luo, J. (2011). The Research on the Key Influential Factors of College Students’ Online Team-Buying Intention. (MA Thesis), Southwestern University of Finance and Economics.
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining Multi-dimensional Trust and Multi-faceted Risk in Initial Acceptance of Emerging Technologies: An Empirical Study of Mobile Banking Services. Decision Support Systems, 49(2), 222-234.
Luo, Y., & Luo, H. (2019). On the Value Guidance of College Students' Internet Consumption in the New Era. Studies in Ideological Education(12), 110-114.
Marangunić, N., & Granić, A. (2015). Technology Acceptance Model: A Literature Review from 1986 To 2013. Universal Access in the Information Society, 14(01), 81-95.
Marriott, H. R., & Williams, M. D. (2018). Exploring Consumers Perceived Risk and Trust for Mobile Shopping: A Theoretical Framework and Empirical Study. Journal of Retailing and Consumer Services, 42, 133-146.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, 13(03), 334-359.
Muñoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2017). Determinants of Intention to Use the Mobile Banking Apps: An Extension of the Classic TAM Model. Spanish Journal of Marketing-ESIC, 21(01), 25-38.
Ovčjak, B., Polančič, G., & Heričko, M. (2015). Factors Impacting the Acceptance of Mobile Data Services – A Systematic Literature Review. Computers in Human Behavior, 53, 24-47.
Pedersen, P. E. (2005). Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters. Journal of Organizational Computing and Electronic Commerce, 15(03), 203-222.
Phong, N. D., Khoi, N. H., & Le, A. N.-H. (2018). Factors Affecting Mobile Shopping: A Vietnamese Perspective. Journal of Asian Business and Economic Studies, 25(02), 186-205.
Phong, N. D., Khoi, N. H., & Trang, N. (2018). Factors Affecting Mobile Shopping: a Vietnamese Perspective. Journal of Asian Business and Economic Studies, 25(02), 186-205.
Pizzutti, C., & Fernandes, D. (2010). Effect of Recovery Efforts on Consumer Trust and Loyalty in E-tail: A Contingency Model. International Journal of Electronic Commerce, 14(04), 127-160.
Rafiq, M., Lu, X., & Fulford, H. (2012). Measuring Internet Retail Service Quality Using E-S-Qual. Journal of Marketing Management, 28(9/10), 1159–1173.
Shi, P. (2017). Research on the Influential Factors of College Students' Consumption Behavior Based on the Amended S-O-R Model. Economic & Trade(01), 38-41.
Stewart, K. J. (2003). Trust Transfer on the World Wide Web. Organization Science(04), 5-17.
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(02), 186-204.
Wang, M., & Liu, Q. (2019). Analysis of Main Factors Affecting the Consumption Behavior of Mobile Electronic Commerce for College Students. Journal of Baoding University, 32(01), 30-37.
Wang, Y. D., & Emurian, H. H. (2005). An Overview of Online Trust: Concepts, Elements, and Implications. Computers in Human Behavior, 21(01), 105-125.
Wen, X., Li, Y., & Yin, C. (2019). Factors Influencing Purchase Intention on Mobile Shopping Web Site in China and South Korea: An Empirical Study. Tehnički Vjesnik, 26(02), 495-502.
Yang, H. D., & Yoo, Y. (2004). It's All about Attitude: Revisiting the Technology Acceptance Model. Decision Support Systems, 38(01), 19-31.
Yang, S., Lu, Y., Gupta, S., Cao, Y., & Zhang, R. (2012). Mobile Payment Services Adoption across Time: An Empirical Study of the Effects of Behavioral Beliefs, Social Influences, and Personal Traits. Computers in Human Behavior, 28(01), 129-142.
Young, R. A., & TKent, A. (1985). Using the Theory of Reasoned Action to Improve the Understanding of Recreation Behaviour. Journal of Leisure Research, 17(02), 90-106.
Zhang, Y., Niu, S., & Zhang, T. (2020). Research on College Students’ Webcast Buying Behavior based on TAM. Business & Economy(10), 70-71+87.
Zhou, T. (2013). An Empirical Examination of Continuance Intention of Mobile Payment Services. Decision Support Systems, 54(02), 1085-1091.
Ajzen, I., & Driver, B. L. (1991). Prediction of Leisure Participation from Behavioral, Normative, and Control Beliefs: An Application of the Theory of Planned Behavior. Leisure Science, 13(03), 185-204.
Akroush, M. N., Mahadin, B., ElSamen, A. A., & Shoter, A. (2020). An Empirical Model of Mobile Shopping Attitudes and Intentions in an Emerging Market. Int. J. Web Based Communities, 16(02), 150-179.
AlSoufi, A., & Ali, H. (2014). Customers Perception of M-banking Adoption in Kingdom of Bahrain: An Empirical Assessment of an Extended TAM Model. International Journal of Managing Information Technology, 6(01), 1-13.
Ardyanto, D. (2015). Effects of Ease and Trust Using E-Commerce against Online Purchase Decision. Journal of Business Administration, 22(01).
Bailey, A. A., Pentina, I., Mishra, A. S., & Mimoun, M. S. B. (2017). Mobile Payments Adoption by US Consumers: An Extended TAM. International Journal of Retail and Distribution Management, 45(06), 626-640.
Brusch, I., & Rappel, N. (2020). Exploring the Acceptance of Instant Shopping -- An Empirical Analysis of the Determinants of User Intention. Journal of Retailing and Consumer Services, 54.
Budyastuti, T., & Iskandar, D. (2018). The Influence of Usefulness, Easy of Use and Trust Using E-Commerce To User Behaviour (Case Study To Lazada.Com Consumers). Journal of Marketing and Consumer Research, 46, 78-83.
Chen, L., Gillenson, M. L., & Sherrell, D. L. (2002). Enticing Online Consumers: An Extended Technology Acceptance Perspective. Information & Management, 39(8), 705-719.
CNNIC. (2020). The 44th "Statistical Report on Internet Development in China". Retrieved from http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201908/t20190830_70800.htm
Davis, V. F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results. (Phd Thesis), The MIT Sloan School of Management Cambridge.
Davis, V. F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Davis, V. F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
Eisinga, R., Grotenhuis, M., & Pelzer, B. (2013). The Reliability of a Two-Item Scale: Pearson，Cronbach，or Spearman-Brown? International Journal of Public Health, 58(04), 637-642.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting E-services Adoption: A Perceived Risk Facets Perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading: Addison Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(01), 39-50.
Gerpott, T. J., & Thomas, S. (2014). Empirical Research on Mobile Internet Usage: A Meta-Analysis of the Literature. Telecommunications Policy, 38(03), 291-310.
Grabner-Kraeuter, S. (2002). The Role of Consumers' Trust in Online-Shopping. Journal of Business Ethics, 39(1/2), 43-50.
Groß, M. (2014). Exploring the Acceptance of Technology for Mobile Shopping: An Empirical Investigation among Smartphone Users. The International Review of Retail, Distribution and Consumer Research, 25(03), 215-235.
Heijden, V. d., Verhagen, T., & Creemers, T. (2003). Understanding Online Purchase Intentions: Contributions From Technology and Trust Perspectives. European Journal of Information Systems, 12(01), 41-48.
Kang, H., Hahn, M., Fortin, D. R., Hyun, Y. J., & Eom, Y. (2006). Effects of Perceived Behavioral Control on the Consumer Usage Intention of E-Coupons. Psychology & Marketing, 23(10), 841-864.
Kim, D. J., Ferrin, D. L., & Rao, R. (2008). A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems, 44(2), 544-564.
King, W. R., & He, J. (2006). A Meta-analysis of the Technology Acceptance Model. Information & Management, 43(06), 740-755.
Ktoridou, D., Epaminonda, E., & Kaufmann, H. R. (2008). Technological Challenges and Consumer Perceptions of the Use of Mobile Marketing: Evidence from Cyprus. International Journal of Mobile Marketing, 3(2), 34-43.
Lee, D., Moon, J., Kim, Y., & Yi, M. Y. (2015). Antecedents and Consequences of Mobile Phone Usability: Linking Simplicity and Interactivity to Satisfaction, Trust, and Brand Loyalty. Information & Management, 52(3), 295-304.
Li, D., Wu, B., & Wu, R. (2009). Consumers’ Purchasing Intention Model in China-- An Amendment Study on Fishbein's Theory of Reasoned Action. Management World(01), 121-129+161.
Lin, H.-H., & Wang, Y.-S. (2006). An Examination of The Determinants of Customer Loyalty in Mobile Commerce Contexts. Information & Management, 43(3), 271-282.
Lin, N., & Lin, B. (2007). Deep Analysis of Value and Function of Campus Culture of the University. Theoretical and Ideological Education, 9.
Liu, Y., Li, Q., Edu, T., Jozsa, L., & Negricea, I. C. (2019). Mobile Shopping Platform Characteristics as Consumer Behavior Determinants. Asia Pacific Journal of Marketing and Logistics, ahead-of-print. Retrieved from
Lu, Y., Yang, S., Chau, P. Y. K., & Cao, Y. (2011). Dynamics between the Trust Transfer Process and Intention to Use Mobile Payment Services: A Cross-Environment Perspective. , 48, . . Information & Management, 48(08), 393-403.
Luo, J. (2011). The Research on the Key Influential Factors of College Students’ Online Team-Buying Intention. (MA Thesis), Southwestern University of Finance and Economics.
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining Multi-dimensional Trust and Multi-faceted Risk in Initial Acceptance of Emerging Technologies: An Empirical Study of Mobile Banking Services. Decision Support Systems, 49(2), 222-234.
Luo, Y., & Luo, H. (2019). On the Value Guidance of College Students' Internet Consumption in the New Era. Studies in Ideological Education(12), 110-114.
Marangunić, N., & Granić, A. (2015). Technology Acceptance Model: A Literature Review from 1986 To 2013. Universal Access in the Information Society, 14(01), 81-95.
Marriott, H. R., & Williams, M. D. (2018). Exploring Consumers Perceived Risk and Trust for Mobile Shopping: A Theoretical Framework and Empirical Study. Journal of Retailing and Consumer Services, 42, 133-146.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, 13(03), 334-359.
Muñoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2017). Determinants of Intention to Use the Mobile Banking Apps: An Extension of the Classic TAM Model. Spanish Journal of Marketing-ESIC, 21(01), 25-38.
Ovčjak, B., Polančič, G., & Heričko, M. (2015). Factors Impacting the Acceptance of Mobile Data Services – A Systematic Literature Review. Computers in Human Behavior, 53, 24-47.
Pedersen, P. E. (2005). Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters. Journal of Organizational Computing and Electronic Commerce, 15(03), 203-222.
Phong, N. D., Khoi, N. H., & Le, A. N.-H. (2018). Factors Affecting Mobile Shopping: A Vietnamese Perspective. Journal of Asian Business and Economic Studies, 25(02), 186-205.
Phong, N. D., Khoi, N. H., & Trang, N. (2018). Factors Affecting Mobile Shopping: a Vietnamese Perspective. Journal of Asian Business and Economic Studies, 25(02), 186-205.
Pizzutti, C., & Fernandes, D. (2010). Effect of Recovery Efforts on Consumer Trust and Loyalty in E-tail: A Contingency Model. International Journal of Electronic Commerce, 14(04), 127-160.
Rafiq, M., Lu, X., & Fulford, H. (2012). Measuring Internet Retail Service Quality Using E-S-Qual. Journal of Marketing Management, 28(9/10), 1159–1173.
Shi, P. (2017). Research on the Influential Factors of College Students' Consumption Behavior Based on the Amended S-O-R Model. Economic & Trade(01), 38-41.
Stewart, K. J. (2003). Trust Transfer on the World Wide Web. Organization Science(04), 5-17.
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(02), 186-204.
Wang, M., & Liu, Q. (2019). Analysis of Main Factors Affecting the Consumption Behavior of Mobile Electronic Commerce for College Students. Journal of Baoding University, 32(01), 30-37.
Wang, Y. D., & Emurian, H. H. (2005). An Overview of Online Trust: Concepts, Elements, and Implications. Computers in Human Behavior, 21(01), 105-125.
Wen, X., Li, Y., & Yin, C. (2019). Factors Influencing Purchase Intention on Mobile Shopping Web Site in China and South Korea: An Empirical Study. Tehnički Vjesnik, 26(02), 495-502.
Yang, H. D., & Yoo, Y. (2004). It's All about Attitude: Revisiting the Technology Acceptance Model. Decision Support Systems, 38(01), 19-31.
Yang, S., Lu, Y., Gupta, S., Cao, Y., & Zhang, R. (2012). Mobile Payment Services Adoption across Time: An Empirical Study of the Effects of Behavioral Beliefs, Social Influences, and Personal Traits. Computers in Human Behavior, 28(01), 129-142.
Young, R. A., & TKent, A. (1985). Using the Theory of Reasoned Action to Improve the Understanding of Recreation Behaviour. Journal of Leisure Research, 17(02), 90-106.
Zhang, Y., Niu, S., & Zhang, T. (2020). Research on College Students’ Webcast Buying Behavior based on TAM. Business & Economy(10), 70-71+87.
Zhou, T. (2013). An Empirical Examination of Continuance Intention of Mobile Payment Services. Decision Support Systems, 54(02), 1085-1091.
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2021-06-18
