Browsing by Author "Lai, Guo-Liang"

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A Study of Using Smart Digital Content Technology in Retail Stores
(2013)
Sha, D. Y.
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Perng, Der-Baau
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Lai, Guo-Liang
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交大名義發表
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National Chiao Tung University
The main purpose of this study is to identify the critical factors that affect shopping intention of consumers while using smart digital content technology at a retail store. Through verifying the factors in the test model proposed by this study based on the technology acceptance model, we performed structural equation modeling method to test the model and collected data from 209 customers to evaluate the proposed model. The results of this study strongly support that the simplification of user interface and proper information feedback are the important factors to affect the customer\'s intention to use smart digital content information technology.
Exploring the Intention of Customers to Use Innovative Digital Content Information Technology
(2012-01-01)
Sha, D. Y.
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Lai, Guo-Liang
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工業工程與管理學系
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Department of Industrial Engineering and Management
Differing from previous works, this study explores the critical factors affecting the intention of a customer while using innovative digital content information technology in a retail store. Based on the literature of Technology Acceptance Model (TAM), this study proposes to construct a test model and adopts structural equation modeling (SEM) to test the model. All data collected from 101 customers were used to evaluate the proposed model. Based on our test results, we found that all path relationships are significant in the hypothesized model. Thus, the results of this study strongly support feedback and operations interface simplification as factors that can affect intention to use innovative digital content information technology.