by lalit pienchai. objectives of this study research model pilot study full scale study...

By Lalit Pienchai

A Study of User Acceptanceon Mobile Map Searchin Thailand

• Objectives of this study• Research model• Pilot Study• Full scale study• Recommendation• Future work

Overview

• To determine the status of mobile Internet application usage in Thailand

• To identify the influenced factors and to explain the reasons of mobile map search adoption in Thailand

• To provide guideline for service provider to promote mobile map search service

Objectives

• Questionnaire as a tool to collect data• 2 phases– Pilot study– Full-scale study

• The motivating factor is observed • The relationship shown in the model is

verified by hypotheses

Methodology

Research tool

Select tools Study the Model

Verify Proposed

Model

Analyze Result

Select tool

TAM


Verify Proposed

Model

Analyze Result

Social Influence

Cost Effectiveness

Perceived Mobility

Perceived Credibility

Technology Complexity

Personal Innovativeness

Perceived Enjoyment

Perceived Usefulness

Perceived Ease of Use

Intention

Research model

Part 1

Part 2

Questionnaire design


Verify Proposed

Model

Analyze Result

Phase I – Pilot study

• Section 1– Personal Information

• Section 2– Experience of Mobile Phone Usage (including mobile

Internet, mobile search and mobile map search)

• Section 3– Influences factors for using mobile map search

Pilot study


Verify Proposed

Model

Analyze Result


• Objectives– To ensure that the questionnaire is well-designed.

• Questionnaires– 70 respondents required– Mobile phone uses who live in Bangkok and its

surrounding area

• Cronbach’s alpha coefficient is 0.8273 • Revised questionnaires

Pilot study


Verify Proposed

Model

Analyze Result


• Sample– Data are collected from

• one secondary school (30 respondents)• one international graduate school (40 respondents) • one private company (25 respondents)

– This groups • Highest growth in mobile usage*

• Highest usage of mobile phone service*

*Source: National Statistical Office of Thailand, 2006 and 2007)

Pilot study


Verify Proposed

Model

Analyze Result


• Revision of the questionnaire– The sequence of questions is clearer stated

• Enlarging some of the instructions • The questions for non-user and user are clearly separated

– Rank Order Scaling question is modified• “never use” Zero number• “use in the same frequency” same number

Full-scale study result


Verify Proposed

Model

Analyze Result


• Sample– Data are collected from

• one secondary school (136 respondents)• one international graduate school (47 respondents) • one private company (121 respondents)

Full-scale study result - demographics


Verify Proposed

Model

Analyze Result

Gender Age Occupation Highest education attainment

Mal

eFe

mal

e

Und

er 2

121

-30

Ove

r 30

Empl

oyee

Stud

ent

020406080

100120140160180

Oth

ers

Non

e1-

1500

015

001-

3000

0O

ver 3

0000

Seco

ndar

yH

igh

scho

olBa

chel

or's

degr

eeM

aste

r’s d

egre

eSalary

153 151

127132

45

118

161

25

129

59 70

46

7

129

109

49


Verify Proposed

Model

Analyze Result


Mobile phone usersn = 304

Mobile Internet usersn = 134

Mobile search usersn = 66Mobil

e map searc

h usersn = 26

Mobile

map searc

h non-usersn = 40

Mobile search non-users

n = 68

Mobile Internet non-users

n = 170

Mobile usage

Mobile InternetMobile search

Mobile map search


Verify Proposed

Model

Analyze Result

• Full-scale– 10 factors are measured by 44 items– Five-point scale– Mobile map search is briefly presented before answering

the survey– Three top reasons are the cost of service, the data

accuracy and the necessity of usage– Reliability analysis

• Cronbach’s alpha coefficient is 0.8793


Social Influence

Cost Effectiveness

Perceived Mobility




Perceived Enjoyment



Intention



Verify Proposed

Model

Analyze Result

Model



Verify Proposed

Model

Analyze Result

Hypothesis First attribute Second attribute Previous study

H1 Social influence Perceived usefulness June Lu et al. (2003)Tornatsky and Klein (1982)Venkatesh and Davis (2000)Rouibah and Abbas (2006)

H2 Cost effectiveness Perceived usefulness June Lu et al. (2003)

H3 Perceived mobility Perceived usefulness Anchar and D’In

H4 Perceived credibility Perceived usefulness Rouibah and Abbas (2006)June Lu et al. (2003)

H5 Technology complexity Perceived usefulness June Lu et al. (2003)

H6 Personal innovativeness Perceived usefulness Agarwal and Prasad (1998)Rouibah and Abbas (2006)

H7 Perceived usefulness Behavioral intention TAM


Social Influence

Cost Effectiveness





BehavioralIntention

0.355

0.394

0.169

0.251

0.335

0.355

Perceived Mobility

0.362


Verify Proposed

Model

Analyze Result

Correlation is significant at the 0.01 level (2-tailed)



Verify Proposed

Model

Analyze Result

Social Influence

Cost Effectiveness

Perceived Mobility




Perceived Enjoyment



Intention

Model



Verify Proposed

Model

Analyze Result

Hypothesis First attribute Second attribute Previous study

H8 Perceived enjoyment Perceived ease of use Igbaria et al. (1996)Vankatesh et al. (2002)Yi and Hwang (2003)

H9 Personal innovativeness Perceived ease of use Agarwal and Karahanna (2000)Yi et al. (2006)Rouibah and Abbas (2006)

H10 Technology complexity Perceived ease of use June Lu et al. (2003)

H11 Perceived ease of use Behavioral intention TAM




PerceivedEase of Use

BehavioralIntention

0.244

0.337

0.304

0.297

Perceived Enjoyment


Verify Proposed

Model

Analyze Result

Correlation is significant at the 0.01 level (2-tailed)

Full-scale study result – Finalized model


Verify Proposed

Model

Analyze Result

Social Influence

Cost Effectiveness

Perceived Mobility




Perceived Enjoyment



Intention

Mobile map search users


Verify Proposed

Model

Analyze Result

Social Influence

Cost Effectiveness

Perceived Mobility




Perceived Enjoyment



Intention

Recommendation

• The foremost reason for losing the customer is the lack of product awareness or advertising.

• The general use of mobile map search should be presented in the advertisement or marketing campaign

• Direct experience is important for introducing this technology to the prospective customers.

• Viral marketing may be one possible strategy• Improvement of technology support such as response

time and capability of mobile screen


Verify Proposed

Model

Analyze Result

Future work

• Trying on other factors – Subjective Norm (Azjen & Fishbein, 1975)– Job relevancy (Venkatesh & Davis, 2000)– Cultural barriers (Okazaki, 2005).

• Use other theoretical technology acceptance model


Verify Proposed

Model

Analyze Result

Other factors

Perceived usefulness

Perceived ease of use

Behavioral Intention

Thank You

by lalit pienchai. objectives of this study research model pilot study full scale study...

Documents