Joanna HuangYE4A 1101100007

Analysis of Mobile Shopping

Behavior of Taiwanese

Consumers

OutlineIntroduction

Literature Review

Methodology

Results & Discussion

Conclusion

IntroductionAccording to the survey of MIC…

◊ Problem: Taiwanese consumers are slowly changing shopping approach

Have the experience of mobile shopping

March 2013 October 2013

Percent (%) 17% 33%

16%

Purpose of the study

1. To Better understand Taiwanese consumers’ attitude and behavior

2. To Improve m-shopping environment

Three main questions

1. Why do Taiwanese use or not use mobile devices to shop?

2. Why some consumers discontinue using mobile devices to shop after their first mobile shopping experience?

3. What type of Taiwanese consumers would prefer using mobile shopping?

Literature ReviewGap: 1. determinants of adoption

2. same model “TAM” to analyze

“An Adoption Model for Mobile Services”

Five variables:

MethodologyParticipant: 107 “Taiwanese” who have

mobile devices

Measurement: Questionnaire

three sections

Mobile Shopping

Habit

Background Information

Attitude toward mobile

shopping

Result and Discussion- I.Figure 7: Experience of mobile shopping

Frequency Percentage %

Q1. Have your ever used

mobile devices to “browse”

the products by your mobile

devices?

Yes

No

77

30

72.0

28.0

Q2. Have you ever used your

mobile devices to shop? Yes

No

56

51

52.3

47.7

Q.3 Do you continue using

mobile devices to shop after

your first mobile shopping

experience?

Yes

No

64

43

52.3

40.2

less

Result and Discussion- II.

Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items

N of Items

.846 .848 9

Cronbach a= 0.846

1. Internal consistency of questions

◊ All the variables in this category are consistent and related with each other.

Result and Discussion- II.2. Attitude toward mobile shopping

◊ They think it is not easy to use mobile devices to shop.◊ They think they won’t be affected by reference group and media◊ They don’t think using mobile devices to shop would enhance their images◊ They extremely distrust to use mobile devices to shop.

All the variables were negative. →Taiwanese consumers’ intention of using mobile devices to shop was low.

Result and Discussion- III.

Figure 11: Cross table

Attitude to New Product Total

Active &

Curious

Wait For Others'

Evaluation Do Not Care

Experience of

mobile

shopping

No

7 35 14 56

Yes 13 29 9 51

總和 20 64 23 107

Figure 12: Chi-squared test result

數值 自由度

漸近顯著

性 (雙尾)

Pearson卡方 3.223(a) 2 .200

概似比 3.253 2 .197

有效觀察值的個數 107

R=3.223, P>0.05

X2 df Sig.

Pearson chi-square

total

Conclusion

1. Why do Taiwanese consumers use mobile devices to shop?

2. Why some consumers discontinue using mobile devices to

shop after their

first mobile shopping experience?

3. What type of Taiwanese consumers would prefer using mobile

shopping?

→ can shop anytime and anywhere

→ mistrust

→ The attitude toward new product VS having the experience of mobile

shopping → not related → failed to answer the third question.

Thank you so much!