影響消費者採用手持式近距離無線通訊裝置因素之研究

1. 報告者：呂冠璁 影響消費者採用手持式近距離無線通訊裝置因素之研究 專題討論(三) 文章出處：Shu-Lin Chen and Wei-Han Chen (2009). A Study on Consumers’ Willingness to Adopt Near Field Communication Enabled Handheld Devices. 2009 International conference on knowledge-based economy and global management, Tainan, Taiwan, p.365-p.374

2. Agenda Introduction Literature Review Research Methodology Statistical Analysis Conclusions and Suggestions

3. Introduction Background and Motivation Research Purpose Research Scope Research Process

4. Background and Motivation Ubiquitous Computing = U UNS = Ubiquitous Network Society (2007~2011) U-Japan & U-Korea U-Taiwan (2008) U-Taiwan project is about the “INNOVATE TAIWAN”

5. Ubiquitous Network Society (UNS) • Network Convergence • Human Computer linked • Perception environment • Innovative services • Security trust • Any people • Any time • Any place

6. Background and Motivation • 3C products (Consumer, Computer and Communication) • smaller • lightweight • portable • attractiveness • wireless communication

7. Wireless Communication Technology

8. Research Purposes Payments News (2009) The NFC chip will combine Mobile phone PDA Digital cameras Computers Watches All kinds of consumer electronics products

9. Research Purposes • To explore what will be the consumers’ attitudes and behavioral intentions for the demand of NFC-enabled handhelds devices. • To discuss and analyze the factors that affect consumers to adopt NFC-enabled handheld devices. • To investigate the consumers’ intention and willingness adopt the NFC-enabled handheld devices.

10. Literature Review Near Field Communication (NFC) Technology Acceptance Model (TAM) Perceived Convenience (PC)

11. Near Field Communication (NFC) NFC technology is an extension of Raid Frequency Identification (RFID) technology. NFC technology has the potential to bring mobile devices and physical objects together (Falke et al., 2007).

12. NFC Feature (NFC forum white paper, 2007) short range wireless connectivity technology (also known as ISO 18092) simple and safe communication between electronic devices within 4cm of one another transfers data at up to 424 Kbits/ per second inherently secure

13. NFC Applications Contactless payments Access to buildings Service discovery Discount coupons Touch-and-go transportation Mobile advertising NFC Mark

14. NFC Applications Use your NFC phone as an event ticket Get on the bus by waving your NFC phone NFC Consumer Device Get information by touching smart posters Pay for goods with a tap of your NFC phone Print from your camera by holding it close to the printer Set up your wireless home office with a touch Share business cards with a touch

15. Technology Acceptance Model (TAM) Perceived Usefulness Attitude toward using Behavioral intention to use Actual System use External Variable Perceived Ease of use Source : TAM Structure (Davis et al. ,1989)

16. Technology Acceptance Model (TAM) • Explains and predicts the users’ acceptance of information technology or IT-related applications (Davis, 1989 & Davis et al., 1989) • TAM considers that antecedent, external variables, can directly affect PU and PEOU (Davis, 1989 )

17. Technology Acceptance Model(TAM) Davis(1986) defined

18. Perceived Convenience(PC) • Yoon and Kim (2007) pointed out “the construct of convenience has not been defined clearlyand operationalized in the literature.” • Convenience denoted the time and effort consumers used in purchasing a product rather than a characteristic or attribute of a product (Brown, 1990).

19. Perceived Convenience(PC) Brown (1990) The concept of convenience was proposed to have five dimensions.

20. Perceived Convenience(PC) Yoon and Kim (2007) excluded the acquisition and use dimensions from their research.

21. Research Methodology Research Framework Research Hypothesis Research Design

22. Research Framework Perceived Usefulness H8 H4 H3 H1 Attitude Toward Adopting H7 Perceived Convenience H5 Behavioral Intention H2 H6 Perceived Ease of Use

23. Research Hypotheses

24. Operational Definition Perceived Ease of Use the degree to which a person believes that using the NFC-enabled handheld would be free of effort.

25. Operational Definition Perceived Usefulness the degree to which a person believes that using the NFC-enabled handheld devices would help the users complete his/her works in any place.

26. Operational Definition Perceived Convenience the degree to which a person can use the NFC-enabled handheld to accomplish his/her conveniently.

27. Operational Definition Adopt toward adopting a person considers to adopt the NFC-enabled handheld devices attitude.

28. Operational Definition Behavioral Intention the possibility of a person who is willing to adopt the NFC-enabled handheld devices.

29. Research Design Survey Design Seven point Likert-type scale Demographic information design

30. Sample and Data Collection Sample Beyond the age 18 No matter he/she uses the NFC-enabled handheld devices or not, only if he/she has been used contactless cards Data Collection Through Internet The web site of “my 3q.com” (http://www.my3q.com/)

31. Data Analysis Methodology SPSS 12.0 and AMOS 7.0 Reliability Confirmatory factor analysis (CFA) Second-order CFA Structural Equation Modeling (SEM) Maximum Likelihood Estimation (MLE) to estimate the parameters.

33. Statistical Analysis

35. Reliability Analysis

36. First-order CFA of PC

37. Second-order CFA of PC

38. The second-order result of perceived convenience CFA model

39. The results of the hypothesized model fit statistic

40. The model of the modification

41. The measurement and structural components of revised hypothesized models

42. The fit indices for the measurement model

43. Factor loadings of parameter estimates Note: *** p < 0.001

44. Path diagram fit research model Perceived Usefulness -0.04 (0.462) H8 H4 0.11 (0.047) H3 H1 0.40 (0.010) 0.83 (0.000) Attitude Toward Adopting H7 Perceived Convenience H5 Behavioral Intention 0.75 (0.000) 0.92 (0.000) -0.32 (0.037) H6 H2 0.74 (0.000) Perceived Ease of Use

45. The standardized total effects Note: Total effects = Direct effects + Indirect effects

46. Results of path analysis Note: *** p < 0.001

47. Conclusions • The PEOU impacts on the PU. • PEOU seems to be highly correlated to PU. • An easily using product will attract people to use it. • The PU impacts on the ATA. • PU is positively impact on ATA. • Consumers think the NFC product may save time, money and improve the efficiency of NFC-enabled handheld devices.

48. Conclusions • PU has no significant impact on the BI. • Consumers are seldom to use NFC devices, so that the related industries have to speed up the development of NFC devices. • The ATA impacts on the BI • Keep the positive attitude to increase the probability of using the NFC-enabled handheld devices. • The related industries to designing the NFC-enabled handheld devices more suitable for consumers.

49. Conclusions • The PC impacts on the PEOU, PU and ATA. • spend less time to learn how to use it • accelerates the efficiency for their life • consumer always want to use new technology products before they understand the function of the product

50. Suggestions • Marketing managers who prepare strategic plans and implement effective tools to improve the competitiveness or performance of the handheld devices. • NFC-enabled handheld devices providers and managers should pay attentions to the convenience and lifestyle in order to fulfill consumer expectations.