(Luận văn) factors affecting intentions to use mobile content services in ho chi minh city

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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International School of Business

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HUYNH TRAC SIEU

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FACTORS AFFECTING INTENTIONS TO USE

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MOBILE CONTENT SERVICES

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IN HO CHI MINH CITY

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MASTER OF BUSINESS (Honours)

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Ho Chi Minh City – Year 2014


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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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International School of Business

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HUYNH TRAC SIEU

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FACTORS AFFECTING INTENTIONS TO USE

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MOBILE CONTENT SERVICES

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IN HO CHI MINH CITY

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SUPERVISOR: DINH CONG KHAI, PhD

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MASTER OF BUSINESS (Honours)

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ID: 22120137

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Ho Chi Minh City – Year 2014


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ACKNOWLEDGEMENT

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First and foremost, I respectfully express my gratefulness to my research instructor,

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Dr. Đinh Công Khải for his warmly supports, taking the time from the beginning of

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the research to shape my research design and during every step of the thesis process.

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To my ISB Research Committee (IRC), I would like to thank for your

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recommending and putting me back on track of research. Besides, I would be

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grateful to Professor Nguyễn Đình Thọ for his encouragement, insightful

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recommendations, and value requirements during my process.

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My sincere thanks also come to my teachers at International Business School -

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University of Economic Ho Chi Minh City who provide a lot of knowledge for me

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during my MBA course.

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I would also like to thank many different individuals who help me in my developing

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research, especially the professional mobile development department in UFS

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International Inc. Moreover, I owe thanks to my close friend – Hồ Quang Chi Bảo;

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more accurate and fit.

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your assistances and contributed comments made my research measurement scales

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Furthermore, I would like to specially send my thanks to my classmates, my friends

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who are working in banks, schools, industrial zones, software development
companies, and mobile application development companies for their support during

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my research.

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Dad and Mom, I could not go far on my way without your encouragement. Again, I

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made my thesis so far.

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you sent to me. Without your hands to take care our small home, I could never have

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Finally, to my beloved wife, I deeply appreciate the patience and sacrifices, which

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to be your son.

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give my gratefulness to you, regarding to the many sacrifices you made. I am proud


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ABSTRACT

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The main purpose of this study is to examine the factors that affect customers’

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behavioral intention to use mobile content services, which enhance the

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understanding of Vietnamese mobile consumers as client of technology services.

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The proposed research model base on Technology Acceptance Model (TAM) and

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the consideration of Yang and Yoo (2004), whereas both affective and cognitive

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attitudes as two parts of attitude construct in TAM.

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In this study, perceived convenience and perceived mobility are also introduced as

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external factors that reflect the behavioral intention to use mobile content services,

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in addition, the mediating role of affective attitude between cognitive attitude and

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behavior intention is investigated.

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The study analyzed a sample of 505 consumer responses in Ho Chi Minh City, the

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results showed that all the cognitive and affective attitudes, perceived mobility,

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perceived convenience, perceived usefulness and perceived ease of use - have

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impact on the behavioral to use mobile content services via direct-effect, indirect-

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effect or both.

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The finding of this research most focused on providing a guideline for future

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direction of mobile content services, especially most focus on the attitude change

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toward using the mobile services.

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affective attitude, perceived mobility, perceived convenience.

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Keywords: Mobile content services, behavioral intention, cognitive attitude,


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TABLE OF CONTENTS

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ACKNOWLEDGEMENT .................................................................................... ii

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ABSTRACT ......................................................................................................... iii

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LIST OF FIGURES ............................................................................................. vi

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LIST OF TABLES .............................................................................................. vii

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LIST OF ABBREVIATIONS ............................................................................ viii

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CHAPTER 1. INTRODUCTION .......................................................................9

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Research Background ................................................................................. 9

1.2

Research Motivation ................................................................................ 11

1.3

Research Objectives ................................................................................. 12

1.4

Research Scopes....................................................................................... 12

1.5

Significance of the Research .................................................................... 13

1.6

Research Methodology ............................................................................. 13

1.7

Structure of Research ............................................................................... 13

1.8

Summary .................................................................................................. 14

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1.1

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CHAPTER 2. LITERATURE REVIEW AND RESEARCH MODEL .......... 15

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Mobile Content Services .......................................................................... 15

2.2

Theory of Reasoned Action ...................................................................... 17

2.3

Theory of Planned Behavior ..................................................................... 18

2.4

Technology Acceptance Model ................................................................ 18

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2.1

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Revised Original TAM with Separate Affective and Cognitive Attitude. 20

2.4.2.

Perceived Convenience – An External Variable of TAM ....................... 22

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2.4.1.

Perceived Mobility ................................................................................... 23

2.6

Research Model and Hypothesis Development ......................................... 23

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2.5

2.6.2.

The Competitive Model ......................................................................... 27

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Theoretical Model .................................................................................. 23

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2.6.1.

3.1

Research Process ...................................................................................... 29

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CHAPTER 3. RESEARCH METHODOLOGY .............................................. 29

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Summary .................................................................................................. 28

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2.7


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3.2

Construct Measurement............................................................................ 31

3.3

Measurement Refinement......................................................................... 33

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3.3.1.

Qualitative Pilot Study ........................................................................... 33

3.3.2.

Quantitative Pilot Study ......................................................................... 34

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Main Study .............................................................................................. 38

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3.5

Structural Equation Modeling ................................................................ 40

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3.6

Confirmatory Factor Analysis ................................................................ 40

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3.5.2.

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3.5.1.

Data Analysis ........................................................................................... 40

Summary .................................................................................................. 41

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CHAPTER 4. DATA ANALYSIS AND RESULTS ......................................... 43
Sample Specification ................................................................................ 43

4.2

Confirmatory Factor Analysis .................................................................. 44

4.3

SEM Approach for Theoretical Model ..................................................... 48

4.4

Optimized the Theoretical Model ............................................................. 50

4.5

Competitive Model Test ........................................................................... 52

4.6

Applying Bootstrap Procedure ................................................................. 55

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Hypotheses Testing .................................................................................. 57

4.8

Construct Effects ...................................................................................... 59

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Models’ Generalized Squared Multiple Correlation.................................. 60

4.10

Summary .................................................................................................. 61

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CHAPTER 5. CONCLUSIONS, IMPLICATIONS AND LIMITATIONS.... 62
Conclusions.............................................................................................. 62

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Managerial Implications ........................................................................... 64

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Limitation and Further Research .............................................................. 65

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5.1

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Appendix A. ......................................................................................................... 77
Appendix B........................................................................................................... 83
Appendix C........................................................................................................... 86
Appendix D. ......................................................................................................... 89

Appendix E ........................................................................................................... 90
Appendix F ........................................................................................................... 93

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REFERENCES ..................................................................................................... 68


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LIST OF FIGURES

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Figure 2.1. The Theory of Reasoned Action model………………………………..17

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Figure 2.2. Theory of Planned Behavioral ............................................................. 18

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Figure 2.3. First modified version of TAM ........................................................... 19

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Figure 2.4. Final version of TAM ......................................................................... 19

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Figure 2.5. TAM with Affective and Cognitive Attitude ....................................... 21

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Figure 2.6. Revised TAM with Intention, Affective and Cognitive Attitude .......... 21

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Figure 2.7. The proposed theoretical model .......................................................... 24

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Figure 2.8. The competitive model ........................................................................ 28

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Figure 3.1. Research process ................................................................................. 30

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Figure 4.1. Saturated model of the theoretical model ............................................ 46

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Figure 4.2. Standardized SEM results for theoretical model .................................. 49
Figure 4.3. The optimized theoretical model ......................................................... 51

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Figure 4.4. The Standardized SEM results of Competitive Model ......................... 53

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Figure 4.5. The final research model ..................................................................... 56

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LIST OF TABLES

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Table 2.1
Table 3.1
Table 3.2
Table 3.3
Table 4.1
Table 4.2
Table 4.3
Table 4.4
Table 4.5
Table 4.6
Table 4.7
Table 4.8
Table 4.9
Table 4.10
Table 4.11
Table 4.12
Table A1
Table A2
Table A3
Table D1
Table E1
Table E2
Table E3

Table F1
Table F2
Table F3
Table F4
Table F5
Table F6
Table F7
Table F8
Table F9
Table F10
Table F11

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Summary of Supporting Works for Research Proposition ................ 27
Cronbach’s Alpha ............................................................................ 36
EFA Results.................................................................................... 38
Summary of the Data Collection Process ......................................... 40
Respondent Demographic ................................................................ 44
Correlations between Constructs ...................................................... 47
Measurement Validation .................................................................. 48
Construct Relations.......................................................................... 48
Relations of Constructs (Standardized) ............................................ 52

Competing Measurement Modeling ................................................. 54
Summary of Models ........................................................................ 54
Competitive Model-Relations of Constructs (Standardized) ............. 55
Bootstrap Results (Final Model) ...................................................... 55
Hypotheses Test – Results (Standardized)........................................ 57
The Direct, Indirect and Overall Effects........................................... 59
The Squared Multiple Correlations (R-squared Values) ................... 60
Original Measurement Scales .......................................................... 77
Measurement Scale (Draft Questionnaire) ....................................... 78
Final Measurement Scales (Final Draft Questionnaire) .................... 80
KMO and Bartlett's Test .................................................................. 89
Assessment of Normality ................................................................. 90
Estimates of Saturated Model (Unstandardized)............................... 91
Standardized Regression Weight (Saturated Model) ........................ 92
Covariances – MI for Theoretical Model ......................................... 93
SEM – Estimates Optimized Model (Unstandardized) ..................... 93
SEM – Estimates Optimized Model (Standardized) ......................... 94
SEM – Estimates Competitive Model (Unstandardized) .................. 95
SEM – Estimates Competition Model(Standardized) ....................... 96
Bootstrap – Final Selected Model (Standardized) ............................ 97
SEM – Variances of Residuals, Independent Constructs .................. 98
Bootstrap – Bootstrap Distributions (Final Model)........................... 99
Squared Multiple Correlations ....................................................... 101
Standardized Residuals for Theoretical Model ............................... 102
Standardized Residuals for Optimized Model ................................ 103

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LIST OF ABBREVIATIONS

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AA

Affective Attitude

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BI

Behavior Intention

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Cognitive Attitude

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CA

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CFA

Comparative Fit Index

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Chi-Squared Value

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CMIN

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CFI

Confirmatory Factor Analysis

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Exploratory Factor Analysis

IS

Information System

KMO

Kaiser-Meyer-Olkin Value

MI

Modification Indices

ML

Maximum Likelihood

MCS

Mobile Content Services

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P-Value

PC

Perceived Convenience

PEU

Perceived Ease Of Use

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Perceived Mobility

PU

Perceived Usefulness

RMSEA

Root Mean Square Error Of Approximation

SEM

Structural Equation Modeling

TAM

Technology Acceptance Model

TLI

Tucker & Lewis Index

TPB

Theory Of Planned Behavior

TRA

Theory Of Reasoned Action

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EFA

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CHAPTER 1. INTRODUCTION

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This chapter introduces the background of mobile content services in general and a

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basic description of mobile content services in particular. Subsequently, the

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research motivation, research objectives, research scopes and methodology are

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mentioned.

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Research Background

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1.1

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This research focuses on main factors affecting the behavioral intention to use

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mobile content services (MCS) among Vietnamese consumers. The relevance of the

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topic relates to important themes: the theme of continuous information technology

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(IT) development and the theme of information technology acceptance and use.

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These themes are extremely meaningful to the business sector because business

business (Mahabir & Geeta, 2013).

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process under information technology revolution is transforming the way we do

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Over the last few years, the developments of IT have pushed strong motivation

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forces on mobile technology. Therefore, mobile technology has grown up rapidly

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and brought a key impact on human life, as the number of mobile devices has
reached 4.6 billion in the world (CBSnews, 2010). Gartner (2011) has reported that

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mobile applications would not only generate $15.9 billion in expected end-user

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spending in 2012, but also drive other smartphone segments such as advertising

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spending, phone device sales and mobile technology innovation. By offering
context-aware features that provide various function services to a user’s mobile

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environment, mobile content services have redefined the user experiences and

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mobile phones have been shipped to Vietnam in the second quarter of 2013. In

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According to IDC’s Vietnam Quarterly Mobile Phone Tracker, a total 5.8 million

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and marketing firms.

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of stakeholders including device vendors, merchants, mobile application developers

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shaped a highly competitive marketplace, which enchants the interest of a number


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addition to the huge smartphone devices used, the internet users and mobile

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subscriber penetration of Vietnam are rated highly compared to others in Southeast

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Asia. The proportion of mobile subscribers sways the sceptre with 174% and

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internet usages are just lower than Singapore and Thailand (IMF, 2010). Compared

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to other countries in ASEAN, the Vietnamese market is at the maturity state of

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laptop product life cycle with the highest demand when it has reached a state of

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equilibrium, while smartphones and tablets are potential with low start. Regarding

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the data usage, there are 2.1 billion advertisements served to mobile devices in

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Vietnam every month; that is more than 805 advertisements every second passing

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through mobile devices (ITU, 2012), 62% of Vietnam’s internet users accessed via

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mobile devices and mobile internet user in Vietnam reached 19 million – according

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to Mobile Day Vietnam (2012). Ernst and Young’s Advisory Services (2013) state

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regarding the mobile money, a part of mobile content services, as follows:

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We are convinced that the growth of mobile money services will be one of

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the most significant trends of the coming years. It promises many new

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benefits for users around the world and is undoubtedly going to shape the

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telecommunications, technology and financial services industries (p. 5).
The increasing roles of mobile devices and mobile content services in Vietnam

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investigate mobile content services.

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based on the facts presented above have explained the reason why it is significant to

Technology is one of the important factors profoundly changing the nature of

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services and the way in which firms interact with their customers (Bitner, 2001).

Customers with their complex behaviors involve the use and disposal of products

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technology infrastructure has often been invested at high budget, it is wasted for

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services has been a longstanding research. Since the financial cost for mobile

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explaining consumer acceptance of new technology such as mobile data content

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complex to research, especially in technology market segment. Accordingly,

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and services. However, “how to know” the consumer behaviors is difficult and


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companies if they do not get enough mobile clients for their profit. Currently, there

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are dramatically successful Vietnamese mobile content services providers such as

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Mobifone, VinaPhone, Viettel, nhacuatui.com, and Zing. However, many other

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companies got failure and withdrew their businesses such as Beeline and Hanoi

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Mobile. Over the past two years, the mobile market in Vietnam has taken major

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steps forward but mobile content services have not matched potential. Despite the

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rapid growth in the mobile content services, research towards consumers’ intention

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behavior is scarce.

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Hence, this study focuses on the factors affecting the behavioral intention of mobile

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content services and tries to clarify the factors influence the consumers’ behavioral

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intention in the context of Vietnam mobile market’s development.

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Research Motivation

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As numerous mobile devices are used for multi purposes, mobile content services

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provide many convenient ways for mobile clients to easily access information by

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mobile devices. Huge new mobile services are provided but the acceptance of these

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services has always been the big question and needs to be answered. Regarding the

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acceptance of mobile technology research, many studies have been conducted

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(Suoranta, 2003; Cheong & Park, 2005; Kaasinen, 2005; Lu, Yao & Yu, 2005).

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Since a lot of studies focused on mobile banking such as research done by

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Sripalawat, Thongmak, and Ngramyarn (2011), Suoranta and Mattila (2004), Yang

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(2009) or on mobile internet (Ying & Shieh, 2009), “Mobile Content Services” is

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the new concept that covers a set of “mobile communication services”, “mobile

commercial services”, “mobile entertainment services”, and “mobile information

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Vietnam market.

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affect customers’ behavior intention to use mobile content services, especially in

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services”. However, there are limited studies pertaining to what are the factors that

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According to the reviews above, this study tries to figure out how to pinpoint the

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significant factors that affect the behavioral intention to use mobile content services

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among Vietnamese consumers. This also provides solutions or implications to

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enhance opportunities for mobile services providers so that they can sustainably

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develop mobile content services market in Vietnam.

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Research Objectives

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The main objective of this study is to examine the factors that affect customers’

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behavioral intention to use mobile content services, enhance our understanding of

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To examine the causal factors that affect consumers’ behavioral intention to

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(1)

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objectives are:

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Vietnamese mobile consumers as clients of technology services. In specific the

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(2)

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use mobile content services;

To examine the important effects of cognitive and affective attitude on

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behavioral intention to use mobile content services.

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Research Scopes

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According to the research objectives, this study focuses on Vietnamese mobile

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users. Moreover, this research is conducted in Ho Chi Minh City (HCMC) – the

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biggest city located in the South of Vietnam. Currently, HCMC is the economic,

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technology and financial hub of Vietnam, which attracts migrants from other

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provinces. As a result of this, the city’s official population was 7,990,100 in 2013

other places or areas.

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(General Statistics Office, 2013). Therefore, this place has more mobile users than

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behavioral intentions to use mobile content services, hence, the other dependent

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providers in Vietnam. Finally, the research only focuses on the factors affecting

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institutions or groups who are also customers of many mobile content services

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Again, customers in this study are limited to individual mobile clients and not


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factors such as “use behavior” and “actual use” are out of the contents of this

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research.

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Significance of the Research

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This study contributes to the application of the attitude change process. It is a

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meaningful outcome for researchers in analysis the process of attitude change. It

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also embosses the important roles of other factors affect on behavioral intention to

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use mobile content services in Vietnam market. Regarding the managerial

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implications, these finding help managers to control the attitudes change and next,

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improving the user’s acceptance of technology. It brings valuable practical

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content services.

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implications for mobile operators so that they can improve the usage of mobile

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Research Methodology

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This study utilizes two forms of qualitative and quantitative research. The research
includes pilot study and main study. Firstly, the pilot study is undertaken by

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qualitative and quantitative methods while the main study is used quantitative

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method. Secondly, in the pilot study, a draft of questionnaires is created; after that,

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it still needs a refining for the final questionnaire. Next, in the main study, the final

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questionnaires are distributed via email, social network and in hardcopy to

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respondents. In order to reduce time during sampling process, the convenience
sampling is used. Finally, the analysis tools such as IBM SPSS 22, IBM AMOS 22

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and Microsoft Excel 2012 are used for data analysis process. Chapter 3 provides

Structure of Research

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more details of research methodology.

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Chapter 1: Introduction

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The structure of research consists of five chapters:


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This chapter introduces the readers to the background of mobile content services in

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general, as well as, research motivation and research objectives. Subsequently,

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research scope, research methodology and research structure are outlined.

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Chapter 2: Literature Review and Research Model

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In this chapter, the author provides the literature reviews that concern the mobile

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content services, theoretical models and competitive model. Finally, the research

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model is presented.

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Chapter 3: Research Methodology

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This part presents brief description of the research methodology, which includes the

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data analysis methods.

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research process, construct measurements, measurement refinement, main study and

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Chapter 4: Data Analysis and Results

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Chapter 4 presents the sample specification and data analysis. Based on the results,

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the author draws conclusions for the proposed hypotheses.

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Chapter 5: Conclusions, Implications and Limitations

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This chapter presents the main conclusions, implications and limitations. Moreover,

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Summary

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the recommendations for future research are also provided.

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The research begins with the introduction, which discusses the research background

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of mobile content services in general. Then the research motivation explains why

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there is a need for this research. It summaries the status and gaps of mobile content

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services, since a lot of study focused on mobile application; however, there are

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limited studies pertaining to what the factors affect consumer’s behavioral intention

to use mobile content services, especially in Vietnam. Based on the research

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hypothesis development.

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are presented. The next chapter presents the literature review, research model and

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Minh City. Finally, the overviews of research methodology and research structure

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mobile clients who use the mobile devices and data content services in Ho Chi

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objectives and resources, the scope of research is the examination of the individual


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CHAPTER 2. LITERATURE REVIEW AND RESEARCH MODEL

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This chapter focuses on five important contents: (1) Mobile content services

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definitions; (2) the major theories built from belief, attitude, intention and

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technology acceptance model (TAM); (3) Attitude with separated cognitive and

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affective constructs; (4) Perceived convenience and (5) Perceived mobility

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characteristics reviews. After theoretical reviews, the research model and
hypotheses are proposed accordingly.

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Mobile Content Services

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Mobile Content Services are services process in which customers participate with

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their mobile devices to get multifarious contents. These contents are provided by the

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service providers as an outcome and delivered to the customer’s mobile device or to

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the customer in any other forms (Niemela, 2006). Mobile content services are
delivered to or used with mobile phone via public telecommunications network.

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Payment for these services may occur immediately by card or other ways such as

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post payment through user’s phone bill, deducing mobile prepaid account.

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Mobile content services are results of technological innovations as outcome of
information technology revolution. Mobile content services and mobile applications

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do not exist separately; they merged and quickly emerged together due to the

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convergence of Internet, Media, Social Media, Information technology and

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telecommunications technology. Mobile content services consist of digital services
which are added to mobile networks or integrated into mobile devices other than

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traditional voice services; hence, it is postulated that the benefit offered by these

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Content Services, Mobile Data Services and Mobile Applications have often been

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Because of the convergence of technology as discussed above, the terms Mobile

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Hattum, 2012).

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services are highly diverse (Bouwman, López-Nicolás, Molina-Castillo & Van


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used interchangeably by various studies. Fang and colleagues (2006) categorize the

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type of mobile services based on their objectives into three types:

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General tasks: These tasks do not involve transaction and gamming such as

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mobile email, mobile SMS, browse website, map and search location

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services.
Transaction tasks: These tasks include mobile banking, mobile money and

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th

(2)

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online purchase via internet-store.

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Entertainment tasks: These tasks include gaming and entertainment data

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(3)

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services such as mobile game, vote/contest via value added public number,

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polyphonic ring tones, downloading logo, wallpapers, listening music via

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mobile network and standby background music.

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fu

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These three types of tasks differ in their objectives. The objective of general tasks is

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to search information or communicate with other parties whereas the goal of

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transaction tasks is to commit financial transactions. The purpose of entertainment
tasks is to entertain their performers. All of the three tasks above can be found in

z
z

Vietnam.

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jm

Besides, the International Telecommunication Union (ITU) classifies mobile data

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services into four categories: communication services, information content services,

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entertainment services and commercial services (ITU, 2002; Sadeh, 2002). Mobile

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communication services, which are the most widely used form of mobile content

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services, include short message service (SMS), multimedia message service

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(MMS), e-mails and mobile chatting (ITU, 2002). Mobile entertainment services

include ring-tones, digital characters, horoscope, mobile gamming, mobile video,

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can be found in Vietnam.

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transactions, booking online, shopping and payment online. All of four categories

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news headlines. Finally, commercial services enable consumer to purchase financial

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weather news, maps, sport news, traffic information, location based information and

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and mobile music. Information content services deliver information contents such as


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2.2

Theory of Reasoned Action

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Figure 2.1 shows a model of the Theory of Reasoned Action (TRA), which is

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proposed by Fishbein and Ajzen (1975).

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Figure 2.1. The Theory of Reasoned Action model (Ajzen & Fishbein, 1980)

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The ultimate objective of TRA is to predict and discover an individual’s behavior

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(Ajzen & Fishbein, 1980). Ajezen and Fishbein recommend that individual’s actual

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behavior can be determined by considering his or her prior intention along with the

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beliefs that a person have for the given behavior. According to TRA, individual’s

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at

intention consists of two basic determinants: attitude that a person has toward the

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actual behavior and subjective norm associates with the behavior in question.

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ht

vb

Suggesting that attitude of a person toward behavior (A) can be measured by
calculating the sum of the product of all salient beliefs ( : consequences of

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k

performing that behavior) and an evaluation ( ) of those consequences, we have the

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A=∑

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formula as below:

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The subjective norm (SN) can be determined by considering the sum of the product

individuals or groups and his or her motivation to comply (

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of a person’s normative beliefs (n ) which is the perceived expectation of other
). The formula for

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BI = A + SN

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below:

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Hence, the individual behavior intention (BI) can be determined by one formula as

n

SN = ∑

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measuring the subjective norm along with an actual behavior:


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TRA provides a useful model that can explains and predicts the actual behavior of

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an individual fairy well.

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2.3

Theory of Planned Behavior

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n

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Ajzen (1985) has extended TRA model by proposing the Theory of Planned

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Behavior (TPB). Actually, the TPB model is not different from TRA model. In

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addition, it takes into account one new construct: perceived behavioral control

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(PBC). PBC refers to the perception of control over performance of a given

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behavior. PBC is predicted by the effect of two beliefs: control belief and perceived

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facilitation. Control beliefs include perceived availability of skills, resources and

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opportunities, whereas perceived facilitation is the personal assessment of available

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resources to the achievement of a given set of outcomes (Mathieson, 1991). Figure

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2.2 shows the model for the TPB.

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Technology Acceptance Model

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2.4

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Figure 2.2. Theory of Planned Behavioral (Matheison, 1991)

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The Technology Acceptance Model (TAM) applies Fishbein and Ajen’s Theory of

Reasoned Action (TRA) as theoretical basic to explain causal relationship between

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the first modified version of TAM.

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the variables in the model (Davis, Bagozzi & Warshaw, 1989). See Figure 2.3 for

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Figure 2.3. First modified version of TAM (Davis et al, 1989)

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th

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This version posits that technology acceptance can be explicated by two variables:

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“perceived usefulness” and “perceived ease of use”. Perceived usefulness is defined

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ua

al

as “the degree to which a person believes that using a particular system would
enhance his or her job performance”. Perceived ease of use is defined as “the degree

n
n

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to which a person believes that using a particular system would be free of effort”.

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Although perceived usefulness and perceived ease of use are not only variables

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affecting acceptance, they seem to hold a central role (Davis, 1989). This model

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also shows that there is case when given system, perceived usefulness and one

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at

person may have a strong behavior intention to use the system without pass through

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any attitude. That means there is a direct link between perceived usefulness and

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ht

vb

behavioral intention bypass the attitude variable.

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Davis et al. (1989) use above model to deploy a study with 107 users to measure

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their intention to use system after one-hour introduction about the system and repeat

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14 weeks later. Their results show that both “perceived usefulness” and “perceived
ease of use” influence directly on behavior intention to use, thus they eliminate the

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role of attitude construct from the model. See Figure 2.4 for the final version of

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TAM.

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Figure 2.4. Final version of TAM (Venkatesh & Davis, 1996)


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2.4.1. Revised Original TAM with Separate Affective and Cognitive Attitude

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As previous review, attitude is one construct of first version of TAM. It uses

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Fishbein and Ajen’s Theory of Reasoned Action (TRA) as theoretical basic to

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n

explain the causal relationship between the variables in model (Davis et al., 1989).

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ad

However, in the last version, Davis and his colleagues eliminate attitude construct

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th

out of model (Figure 2.4). Although Davis and his colleagues omit attitude from

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TAM, many other studies have used the original TAM (included attitude), for

yi

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instance, Agarwal and Prasad (1999); Lu, Yao, and Yu (2005); Curran and Meuter

ua

al

(2005). Thus, it is extremely difficult to compare these studies with contradictory

n

findings about attitude since consistent measures of attitudes are not used across

n

va

studies.

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ll

Based on TRA, TAM conceptualizes attitude as an affective unidimensional

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oi

construct. Contrary to TAM, Cacioppo, Petty, and Crites (1994) have argued: “the

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nh

most common classification for the basis of attitude is affect and cognition”. The
affective dimension of attitude focuses on how much the person likes the object of

z
z

thought and measures the degree of emotional attraction toward the object. On the

vb

jm

ht

other hand, the cognitive dimension of attitude refers to an individual’s specific
beliefs related to the object and consists of the evaluation, judgment, reception or

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perception of the object of thought based on values.

Yang and Yoo (2004) believe that attitude might have important effects on

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information system use so that it needs to be reconsidered in the TAM. They also

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propose that instead of eliminating the attitude construct as Davis et al. (1989)
worked, two cognitive and affective attitude dimensions are considered (Figure 2.5).

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is closely related to the appeal and usability of the system (Zaad & Allouch, 2008).

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attitude describes the expected performance of the system and the affective attitude

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overcome variable of its own”. Consistent with this perspective, the cognitive

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information system use, while the affective dimension needs to be treated as an

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In there, “the cognitive dimension of attitude directly influences individual


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Figure 2.5. TAM with Affective and Cognitive Attitude. (Yang & Yoo, 2004)

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Based on the TAM from Davis et al. (1989), Yang and You’s (2004) research, with
the addition of behavioral intention back as mediator between attitude and usage,

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n

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Wang and Liu (2009) develop a conceptual model of cognitive and affective

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attitude toward behavioral intentions to use Railway’s Internet Ticket System in

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Taiwan. The results of their case studies show that both affective and cognitive

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oi

attitudes positively influence behavioral intention (Figure 2.6).

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nh
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gm

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Attitude (Wang & Liu, 2009)

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Figure 2.6. Revised TAM with Behavioral Intention, Affective and Cognitive

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According to Yang and Yoo (2004), the affective dimension of attitude is
influenced by beliefs and the beliefs can be evaluative or non-evaluative (true or

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influence by cognitive attitude, which is affected by non-evaluative beliefs, which is

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“there is a hierarchical relationship among these four constructs: affective attitude is

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into affective attitude (like or hate). Therefore, Yang and Yoo (2004) point out that

n

from non-evaluative beliefs and values, whereas, evaluative beliefs in turn develop

va

false). The cognitive attitude can be assigned as an evaluative belief and developed


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in turn developed by values”. The empirical test of Yang and Yoo (2004) found a

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positive influence of cognitive attitude on affective attitude.

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Again, “attitude” might also have an effect beyond a direct impact on intention.

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n

Several studies have investigated the positively effect of attitude on behavioral

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ad

intention, such as, the original TAM (Davis, 1986), the models of Taylor and Todd

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y
th

(1995a), Morris and Dillon (1997).

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2.4.2. Perceived Convenience – An External Variable of TAM

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ua

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To consumers who use products or services, convenience depends on effort and

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time (Berry, Seiders & Grewal, 2002). Therefore, when a product or service saves

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time and effort for a user, it is considered convenient. Some researchers posit that

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product or service is convenient when it lowers the emotional, cognitive and

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m

physical burdens for a user (Chang, Yan & Tsen, 2012). Another researcher defines
the convenience of product or service by five elements: time, acquisition, use,

nh

at

execution and place (Brown, 1990). According to the definition of Brown (1990),

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the perceived convenience of the wireless network is measured in set of three

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ht

vb

elements: time, place and execution (Yoo & Kim, 2007). Yoo and Kim (2007) have

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defined perceived convenience as a level of convenience toward time, place and

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execution that user perceives when using the wireless network to complete a task.

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Moreover, when examining the extended TAM with perceived convenience, they

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found that perceived convenience do not affect intention to use directly while

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perceived ease of use positively affects perceived convenience and perceived

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convenience positively affects perceived usefulness.

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perceived convenience positively affects perceived usefulness.

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showed that perceived ease of use positively affects perceived convenience;

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are used to examine a ubiquitous wireless LAN environment. The results have

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usefulness, perceived ease of use, behavioral intention and perceived convenience)

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In Cheolho and Sanghoon’s (2007) study, a set of four constructs (perceived


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More recent research on investigating English learning through “personal digital

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assistant (PDA)” (Chang et al., 2012), which indicates a significantly positive effect

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of perceived ease of use on perceived convenience, perceived convenience on

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perceived usefulness and perceived convenience on attitude toward using PDAs.

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Perceived Mobility

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2.5

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Since the mobile technology has rapidly grown, mobile content services are unique

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yi

because of the mobility. We can access the content services anytime and anywhere

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so that we also control our works and entertainments in different ways. Perceived

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mobility in this study is the extent to which mobile content services are perceived as

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being able to provide pervasive and timely connections. This factor might resist or

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facilitate usage of mobile content services. Hong, Thong, Moon, and Tam (2008)

fu

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also believe that perceived mobility might have a positive relationship with

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oi

consumers’ intention to continue use the mobile content services. Ajzen (1991,

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nh

2002) theorizes that mobility such a factor is likely to affect the formulation of
behavior intention. Amberg, Hirschmeier, and Wehrmann (2003) propose that

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z

perceived mobility is a construct specific to mobile services.

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vb
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Mobility may not be satisfied if there are not enough network signal coverage areas,

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the device battery is so weak or there is not enough mobile operators offering the

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mobile data services. Hence, Krueger (2001) has predicted a demand for “payment

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roaming” and the pressure from users for co-operative solutions. Such payment

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roaming includes both the mobile users wanting to process payments while

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travelling outside of network coverage or to make payments to other networks.

Buhan, Cheong, and Tan (2002) forecast that the good solutions would be able to

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2.6.1. Theoretical Model

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Research Model and Hypothesis Development

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2.6

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interact with other solutions to create a global payment network.


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Taking into consideration the combined models of revised TAM with separate

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cognitive and affective attitudes , perceived convenience and perceived mobility,

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the specific relationships among the TAM constructs and identified variables - the

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theoretical model for this research are proposed (See Figure 2.7).

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Figure 2.7. The proposed theoretical model

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TAM explains the relationships between perceived ease of use, perceived

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usefulness, attitude toward using technology and behavioral intention as the

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followings: (1) perceived ease of use positively affects perceived usefulness; (2)

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perceived ease of use and perceived usefulness positively affect attitude toward

z

using technology; (3) attitude toward using technology positively affects behavioral

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ht

vb

intention (Davis, 1986).

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Regarding perceived ease of use positively affects perceived usefulness; there are

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many empirical tests, such as Davis (1986), Yang and Yoo (2004), Wang and Liu

much effort. Therefore, hypothesis H1 is proposed as follows:

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H1: Perceived ease of use positively affects perceived usefulness.

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ai

(2009), which prove that users perform well in tasks when they do not need to pay

Back to research of Yang and Yoo (2004), the attitude toward using technology is

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chapter, many studies point out the different mediating role of two attitudes between

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cognitive”. As attitude has already been explained in the literature review of this

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argued: “the most common classification for the basic of attitude is affective and

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and cognitive components. Zaad and Allouch (2008), Petty et al. (1994) have

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developed to affective and cognitive attitude. In there, attitude has both affective