Application the unified theory of acceptance and use of technology model to the use behavior of convenience store APP

Guan-Quan Tao, Chi-Yueh Hsu, Yu-Cheng Cheng, Jen-Jen Yang, Ting-I Lee, Chun-Yu Chien

Article ID: 7444
Vol 8, Issue 9, 2024

VIEWS - 247 (Abstract) 75 (PDF)

Abstract


With the popularity of smartphones, consumers’ daily lives and consumption patterns have been changed by using multi-functional apps. Convenience store operators have developed membership apps as a platform to promote their brands to consumers to create the benefits of “membership economy”. This study examined consumer behavior towards convenience store membership apps using UTAUT2. Consumers who have installed the convenience store membership apps were recruited as the target population. SPSS 23.0 was used to conduct item analysis and reliability analysis in the pretest questionnaires. The formal questionnaires were distributed online by convenience sampling method, with 375 valid questionnaires collected. Smart PLS 3.0 was conducted by analyzing the confirmatory factor analysis and structural equation model analysis. The results of the study, “performance expectancy”, “social influence”, “price value” and “habit” of convenience store member app users showed positive and significant effects on “behavioral intention”. “Facilitating conditions”, “habit” and “behavioral intention” have positive and significant effects on “actual use behavior”. “Gender” affects “habit” to have a significant moderating effect on “use behavior”. “Use experience” affects “habit” to have a significant moderating effect on “behavioral intention”. Based on the study results, the further suggestions of marketing management implications and feasible recommendations are proposed for convenience store operators to refer to in the implementation of membership app marketing management.


Keywords


UTAUT2; convenience store membership apps; membership economy; behavioral intention; usage behavior

Full Text:

PDF


References


Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.

Baabdullah, A. M. (2018). Consumer adoption of Mobile Social Network Games (M-SNGs) in Saudi Arabia: The role of social influence, hedonic motivation and trust. Technology in Society, 53, 91-102.

Barbosa, H. F., Garcia-Fernandez, J., Pedragosa, V., & Cepeda-Carrion, G. (2021). The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective. International Journal of Sports Marketing and Sponsorship, 23(5), 966-985.

Chang, C. C., Chen, Y. H. (2014). Applying the UTAUT 2 model to investigating online purchasing intention: A Dual Media Perspective. Electronic Commerce Studies, 12(2), 143-168.

Chopdar, P. K., Korfiatis, N., Sivakumar. V. J., Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behavior, 86, 109-128.

Chiao, C. C., Chen, Y. H. (2014). Applying the UTAUT2 model to investigating online purchasing intention: A dual media perspective. Electronic Commerce Studies, 12(2), 143-168.

-ELEVEn. (2022). Unification Group Salutes Fathers of the World. Available online: https://www.7-11.com.tw/ (accessed on 2 June 2023).

Fair Trade Commission. (2021). Conducted an industry survey on major convenience store chain operations in Taiwan in 2019 in order to understand market dynamics and the competition of convenience store chain. Available online: https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=16398 (accessed on 2 June 2023).

FamilyMart. (2022). Available online: https://www.family.com.tw/Marketing/ (accessed on 23 June 2023).

Fan, Y. Q. (2021). A study on the use behavior of house app based on the Unified Theory of Acceptance and use of technology [Master’s thesis]. Chaoyang University of Technology.

foodNEXT. (2020). Let me see who you are! Convenience stores are fighting for members! Available online: https://www.foodnext.net/news/industry/paper/5111460111 (accessed on 2 June 2023).

Fornell, C., Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Gupta, K., & Arora, N. (2020). Investigating consumer intention to adopt mobile payment systems: an Indian perspective. International Journal of Technology Transfer and Commercialisation, 17(2-3), 115-134.

Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate data analysis, 5th ed. New Jersey, NJ: Printice-Hall.

Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C. (2009). Multivariate data analysis. Englewood Cliffs, NJ: Prentice Hall.

Iacobucci, D., Duhachek, A. (2003). Advancing alpha: Measuring reliability with confidence. Journal of Consumer Psychology, 13(4), 478-487.

Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322.

Kim, S. H. (2014) A Study on Adoption Factors of Korean Smartphone Users: A Focus on TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology). Advanced Science and Technology Letters.

Lee, Y. W. (2020). Increase of 524 stores in a year, Taiwan’s convenience store ranks second in the world. Available online: https://ec.ltn.com.tw/article/paper/1391712 (accessed on 2 June 2023).

Megadewandanu, S. (2016). Exploring mobile wallet adoption in Indonesia using UTAUT2: An approach from consumer perspective. In: Proceedings of the 2016 2nd International Conference on Science and Technology-Computer (ICST).

Memon, A. H., Rahman, I. A. (2013). Analysis of cost overrun factors for small scale construction projects in Malaysia using PLS-SEM method. Modern applied science, 7(8), 78.

Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International Journal of Information Management, 34(5), 689-703.

Penney, E. K., Agyei, J., Boadi, E. K., et al. (2021). Understanding factors that influence consumer intention to use mobile money services: An application of UTAUT2 with perceived risk and trust. Sage Open, 11(3).

Rahi, S., Ghani, M. A., & Ngah, A. H. (2019). Integration of unified theory of acceptance and use of technology in internet banking adoption setting: Evidence from Pakistan. Technology in Society, 58, 101120.

Tak, P., Panwar, S. (2017). Using UTAUT 2 model to predict mobile app based shopping: evidences from India. Journal of Indian Business Research, 9(3), 248-264.

Venkatesh, V., Thong, J. Y., Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.

Weng, C. Y., Huang, H. P. (2017). A study on the use behavior of LINE TV based on the UTAUT2 and digital lifestyle scale. Journal of Cyber Culture and Information Society, 17-63. https://doi.org/10.29843/JCCIS.201707_(33).0002

Wong, C. H., Tan, G. W. H., Loke, S. P., & Ooi, K. B. (2014). Mobile TV: a new form of entertainment. Industrial Management & Data Systems.

Zeng, X. X. (2015). A research of the game acceptance of the league of legends players-based on UTAUT2 model [Master’s thesis]. National Kaohsiung First University of Science and Technology.




DOI: https://doi.org/10.24294/jipd.v8i9.7444

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Guan-Quan Tao, Chi-Yueh Hsu, Yu-Cheng Cheng, Jen-Jen Yang, Ting-I Lee, Chun-Yu Chien

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.