Browsing by Author "Chuang, Shu-Ting"

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Elucidating user behavior of mobile learning - A perspective of the extended technology acceptance model
(2007)
Huang, Jen-Hung
;
Lin, Yu-Ru
;
Chuang, Shu-Ting
;
管理科學系
;
Department of Management Science
Purpose - The purpose of this paper is to propose and verify that the technology acceptance model (TANG can be employed to explain and predict the acceptance of mobile learning (M-learning); an activity in which users access learning material with their mobile devices. The study identifies two factors that account for individual differences, i.e. perceived enjoyment (PE) and perceived mobility value (PMV), to enhance the explanatory power of the model. Design/methodology/approach - An online survey was conducted to collect data. A total of 313 undergraduate and graduate students in two Taiwan universities answered the questionnaire. Most of the constructs in the model were measured using existing scales, while some measurement items were created specifically for this research. Structural equation modeling was employed to examine the fit of the data with the model by using the LISREL software. Findings - The results of the data analysis shows that the data fit the extended TAM model well. Consumers hold positive attitudes for M-learning, viewing M-learning as an efficient tool. Specifically, the results show that individual differences have a great impact on user acceptance and that the perceived enjoyment and perceived mobility can predict user intentions of using M-learning. Originality/value - There is scant research available in the literature on user acceptance of M-learning from a customer's perspective. The present research shows that TAM can predict user acceptance of this new technology. Perceived enjoyment and perceived mobility value are antecedents of user acceptance. The model enhances our understanding of consumer motivation of using M-learning. This understanding can aid our efforts when promoting M-learning.
FOLK RELIGION AND TOURIST INTENTION AVOIDING TSUNAMI-AFFECTED DESTINATIONS
(2008-10-01)
Huang, Jen-Hung
;
Chuang, Shu-Ting
;
Lin, Yu-Ru
;
管理科學系
;
Department of Management Science
The Role of Virtual Community in Disseminating Electronic Word of Mouth
(2009)
Hsiao, Teng-Tai
;
Chuang, Shu-Ting
;
管理科學系
;
Department of Management Science
The dissemination of electronic word of mouth (eWOM) is essential to the success of products and services marketing. While recommendations are easily created and diffused in the online community, the role of the online community on the decision to submit or act on eWOM has not been addressed in the research. This study aims to examine whether the intention to provide eWOM will be enhanced when people have a good relationship with the online community where eWOM is published. This study used a questionnaire with a designed scenario to collect 401 samples and used an interactive structural equation modelling technique to examine the moderating role of the online community. Results indicate that the perceived influence of eWOM positively affects intention to disseminate WOM and that this relationship is intensely moderated by the respondents' sense of the virtual community. That is, a person who thinks eWOM is effective will be more likely to offer WOM when he/she perceive good relationship with the source of eWOM. These findings suggest that marketers should develop a good relationship with online communities and their members to raise the effectiveness of WOM marketing.