授課教授：蔡銘箴老師 學生： 9534807 徐意鈞 報告日期： 2007.7.31

1. 2007 E-Commerce Qualify 授課教授：蔡銘箴老師 學生：9534807 徐意鈞 報告日期：2007.7.31

2. Outline • Paper A: • Cyr, D., Head, M. and Ivanov, A., 2006, “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management 43, pp.950-963. • The purpose of this study was to understand how design elements can influence the experience of the mobile user, and ultimately his or her loyalty towards using the services. • Keywords: Visual design, Aesthetics, Mobile commerce, TAM, Enjoyment, M-loyalty • Paper B: • Ha, I., Yoon, Y. and Choi, M., 2007, “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management 44, pp.276-286. • The purpose of this study was to examine factors that influence user adoption of MBWA games, and thus to explain to developers how to increase acceptance of MBWA-based games in the marketplace. • Keywords: TAM, MBWA, Mobile game, Moderator effects, Perceived enjoyment, Flow experience, Perceived attractiveness, Perceived lower sacrifices

3. Paper A: Research Model

4. Paper A: Research Method • Pilot Study: • Participants were initially asked to perform three informationretrieval tasks: finding movie listings at a local theatre, choosing a restaurant in a different country, and booking a hotel in a different city. The restaurant task was found to be most suitable. • Full study: • Each participant performed the experiment under the supervision of an investigation. The session began with a brief introduction. • Most participants took between 5 to 15 mins to complete the task. • He or she was then asked to complete a survey, followed by open-ended interview questions; these were tape-recorded. • Finally, participants were debriefed and received a CA$ 20 honorarium. • Method: Structural Equation Modeling (SEM), variance-based partial least square (PLS)

5. Paper A: Results

6. Outline • Paper A: • Cyr, D., Head, M. and Ivanov, A., 2006, “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management 43, pp.950-963. • The propose of this study was to understand how design elements can influence the experience of the mobile user, and ultimately his or her loyalty towards using the services. • Keywords: Visual design, Aesthetics, Mobile commerce, TAM, Enjoyment, M-loyalty • Paper B: • Ha, I., Yoon, Y. and Choi, M., 2007, “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management 44, pp.276-286. • The propose of this study was to examine factors that influence user adoption of MBWA games, and thus to explain to developers how to increase acceptance of MBWA-based games in the marketplace. • Keywords: TAM, MBWA, Mobile game, Moderator effects, Perceived enjoyment, Flow experience, Perceived attractiveness, Perceived lower sacrifices

7. Paper B: Introduction • Rapid advancements in technology and changes in cost have made the game industry a profitable area. • Mobile games are played on PDAs, cellular phone, or portable game device. As 2.5G and 3G services have spread, the sophistication of the games has increased. • Many mobile games use cell phone, they are more accessible, mobile, portable, and convenient than other game platforms. • However, existing games have some limitations: • The interface, which is simple (because most cell phone interfaces are optimized for making phone calls). • Limited storage capacity and data speed (which are insufficient for large-scale mobile games especially those with 3D visuals). • A relatively expensive service charge.

8. Paper B: Introduction • Recently, Mobile Broadband Wireless Access (MBWA) technology-based games, including HSDPA, WiBro, and WiMAX, are wireless IP network based. • They can provide high-speed games with fast transmission, mobility, space availability, terminals and economy regardless of the device with which they are played. • Thus MBWA resolves problems of mobility, price burden and network speed.

9. Paper B: Purposes • Most previous game-related studies lack a comprehensive approach to both technological and psychological aspects of game adoption and do not reflect a variety of consumer preferences. • The Authors decided to analyze the factors that influence potential user’s adoption of MBWA games using an extension of TAM. • Therefore, this study extended TAM to include an emotion variable and measured the moderating effects of gender, age, and prior experience on game adoption. • Gender: male or female. • Age: younger or older. • Prior experience: expert or novice.

10. Paper B: Research Model

11. Paper B: Literatures • Flow experience • Flow theory, introduced by Csikszentmihalyi, was defined as “the holistic experience that people feel when they act with total involvement.” • When people are in the flow state, they become totally involved in their activity and unable to recognize changes in their surroundings. • They lose their self-consciousness, concentrating only on their ongoing activity. • Many studies have succeeded in explaining human behavior by applying flow theory. Currently, flow theory is used in IT and relative services because it describes mental phenomena well.

12. Paper B: Literatures • Perceived attractiveness • Many authors have emphasized the importance of visual and acoustic attractiveness in games. • White suggested that the aural and visual properties of a game can provide an impression of activity and fun, encourage initial participation, and stimulate further play. • Wolfson and Case investigated the effects of sound and color on response to a computer game. • The authors felt it was important to investigate the attractiveness of MBWA games by dividing it into the two parts: visual and acoustic attractiveness.

13. Paper B: Literatures • Perceived lower sacrifices • Previous studies have shown a negative relationship between price and perceived quality. • Chen et al. demonstrated that online consumers were price sensitive. The higher the price perceived, the lower the value perceived. • A user’s perceived sacrifice involved: financial and mental sacrifices. Consumers evaluated the quality of the service or product by considering the total cost of purchasing it. • In this study, perceived lower sacrifices is the degree of one’s perception of lower monetary sacrifice in terms of Internet access cost and the game service usage fee.

14. Paper B: Research Method • Pilot test • In order to ensure the reliability and validity of the questionnaire, we conducted a pilot test on 43 university student during 3 days. • All the questionnaires were proven to have reliability and validity. • Full study • All the questionnaire used in this survey have been validated in previous studies. Each item of the questionnaire was measured on a 7-point Likert scale. • Pollvever (a online survey agency) gathered 1169 responses. After eliminating insincere responses through data filtering, we finally selected 1011 usable responses as the example. • To investigate the moderating effect of user heterogeneity, this study conducted sample segmentation based on the moderators of age, gender, and prior experience. • Methods: Structural Equation Modeling (SEM)

15. Paper B: Participants • Participants demographics:

16. Paper B: Results (1/6) • Reliability • Internal consistency of the seven factors was examined using Cronbach’s α. • All independent variables demonstrated acceptable values: the Cronbach’s alpha coefficients of the seven constructs were above 0.6 . • Validity • Construct validity assesses the extent to which a construct measures the variable of interest. • Using Confirmatory factor analysis, convergent validity was demonstrated (the factor loadings exceed 0.4 in their own construct). • Using correlation analysis, discriminant validity was also demonstrated (there was no intercorrelation between constructs that exceeded 0.7).

17. Paper B: Results (2/6)

18. Paper B: Results (3/6)

19. Paper B: Results (4/6) • After the reliability and validity analyses, the study tested the overall fit of the research model. • Although the chi-square (X2) fitness test is generally regarded as one of the best tests, it was not suitable because the X2 statistics were inappropriate for large sample size. Therefore this study chose other indices: GFI, AGFI, RMESA, TLI and CFI.

20. Paper B: Results (5/6) • Hypothesis testing

21. Paper B: Results (6/6) • The results of moderate effects

22. Paper B: Conclusions • The following strategies should help improve the MBWA game market: • First, perceived enjoyment is the variable with the greatest effect on intention to play MBWA games. • This implies that psychological rather than technical factors are most important in the game industry. • Second, PEU should be considered important as a prerequisite of enjoyment. • Developing a game that is easy to use technically is key to increasing fun. • Third, PEU was a more important factor for older people in providing enjoyment and flow experience. Similarity, PEU was more important among women than men for enjoyment. • Fourth, user should experience a flow through PEU and perceived enjoyment.

23. Paper Comparison • Paper A: • Cyr, D., Head, M. and Ivanov, A., 2006, “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management 43, pp.950-963. • The propose of this study was to understand how design elements can influence the experience of the mobile user, and ultimately his or her loyalty towards using the services. • Keywords: Visual design, Aesthetics, Mobile commerce, TAM, Enjoyment, M-loyalty • Paper B: • Ha, I., Yoon, Y. and Choi, M., 2007, “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management 44, pp.276-286. • The propose of this study was to examine factors that influence user adoption of MBWA games, and thus to explain to developers how to increase acceptance of MBWA-based games in the marketplace. • Keywords: TAM, MBWA, Mobile game, Moderator effects, Perceived enjoyment, Flow experience, Perceived attractiveness, Perceived lower sacrifices

24. Paper Comparison (1/4)

25. Paper Comparison (2/4)

26. Paper Comparison (3/4)

27. Paper Comparison (4/4)

28. Case Discussion • Exploring the Behavioral Intention of Google Earth from the Extrinsic and Intrinsic Motivators • 隨著資訊科技發展，網際網路逐漸成為一個訊息快速傳播的平台。近年來Web 2.0的網路服務在網路世界中快速的發展，諸如個人部落格（例如：無名小站、天空部落）、影音分享網站（例如：YouTube、Dailymotion）、網路相簿（例如：Flickr）以及網路地圖服務（例如：Google Earth）等。 • Web2.0的網路服務當中，網路地圖成為近幾年竄起的明日之星，各大網路公司更是爭相推出這項受歡迎的服務。而所謂的網路地圖系統就是將相關地圖資訊數位化，使其可以在網際網路的平台中使用。 • 本研究以「台灣地區Google Earth網路服務使用者」為研究對象，透過「科技接受模型」與內外在動機觀點的結合，希望藉由研究的進行與結果的發現，找出影響Google Earth使用行為的主要因素，並驗證使用者認知、態度與使用意願之間的因果關係。

29. Case Discussion • Google Earth • 「Google Earth」，這套地圖軟體，原本為美國Keyhole公司推出的一項查看衛星地圖的付費商品。在2004年11月被Google公司收購後，將軟體包裝成「Google Earth」於2005年6月推出，目前網友只要下載其應用程式，便可以免費使用這項3D動態地圖的服務。 • Google Earth可以讓網友自己規劃一個旅遊行程、找到某個目的地與前往的方向、尋找特定旅館與做生意，當然也包括沒有目的的瀏覽地球各地建築物與地形全貌，並且還可以將找到的有趣景點分享給其他網友，達到地圖資訊的分享功能。 • 「Google Earth」藉由讓網友免費下載軟體，不僅提供高解析度的衛星影像，透過簡單又具美感的畫面，成功吸引網友的目光；並且讓網友可以方便的製作檔案，和他人資料分享，達到資訊無國界的理想。

30. Case Discussion • Google Earth

31. Case Discussion • 研究模型與假設：

32. Case Discussion • 前測 • 本研究在中華電信研究所網路問卷e點靈的網站上發佈問卷內容，以網路問卷的形式，提供Google Earth的使用者進行填答，共取得38份有效問卷。 • 正式問卷 • 正式問卷，研究對象則主要以「台灣地區Google Earth網路服務使用者」為研究母體。 • 總共回收289份，刪除填答不全、重覆填答與未使用過Google Earth的受測者等無效問卷。實際有效問卷總數為278份，無效問卷11份，其有效問卷占回收問卷中的比率為96.1％。 • 其中，性別方面，男性居多，達77.7 ％；年齡層分佈上，21~30歲佔大多數，達56.5％；在教育程度上，以大學（專）為最多，比例為61.2％。職業方面，以學生為主要族群，占37.8％。而Google Earth使用經驗方面，以使用年資1~6個月居多，占27.7％。另外，在得知Google Earth網路服務管道方面，從複選的排名當中看出，透過朋友同事得知的佔大多數，搜尋引擎次之，分別達35.1％與33.3％。

33. Case Discussion • 信度分析 • 效度分析 • 內容效度：本研究之研究題項設計係以過去相關參考文獻理論為基礎，修改問卷題項而成，因此具有相當的內容效度。 • 建構效度：經由因素分析得出的結果符合本研究所提出的6個成份，各變數題項聚合的成份，因素負荷量(factor loading)均大於0.5，所有構面的問項都聚合在一起，可知本研究量表具有良好的區別效度與收斂效度。

34. Case Discussion

35. Case Discussion • 相關分析 • 本研究相關分析是採用Pearson積差相關係數單尾檢定（Pearson Product Moment Coefficient）。 • 變數與變數間的相關係數應小於0.8或者大於-0.8，以免發生共線性（Multicollinearity）的情形，而影響結果。 • 因此由下表可得知，本研究變數間均有顯著而且呈正相關的結果。

36. Case Discussion • 迴歸分析與假設檢定

37. Case Discussion • 結論與意涵 • 內在動機的「認知有趣」與「認知美學」，及外在動機的「認知有用」會正向顯著的影響參與Google Earth網路服務的「態度」，而態度又會正向影響行為意願。 • 內在動機的「認知有趣」與外在動機的「認知有用」會正向顯著影響使用Google Earth網路服務的行為意願。 • 在內在動機中，「認知美學」會正向顯著影響「認知有趣」；在外在動機中，「認知易用」會正向影響「認知有用」。 • 與TAM結果不同，「認知易用」並不正向顯著影響使用Google Earth網路服務的態度。 • 本研究推估由於使用者在參與Google Earth網路服務時，必須先安裝Google Earth網路服務軟體，多了一項下載(download)的過程。 • 此外，Google 所提出的Google Earth網路服務目前僅有英文介面，官方仍未提供中文化的版本，因此對於台灣地區的使用者而言，常因為語言的問題而無法充分的使用Google Earth網路服務 • 從另一個可能性來推估，雖然「認知易用」並不直接影響對Google Earth網路服務的態度，但亦有可能間接的透過「認知有用」影響Google Earth網路服務的「態度」。

38. Case Discussion • 研究限制 • 樣本自我選擇(Self-selected)的情形：本研究是以網路問卷來蒐集資料，由於接觸到的樣本為自願參與問卷填寫的使用者，而無意願填答的使用者資料則無法得知。 • 問卷重覆填答問題：目前每個人大部份都有多個電子郵件帳號，因此很難避免少數受測者重覆填答的情況。但本研究在回收問卷時，會檢驗電子郵件與受測者的IP位址，盡量降低抽樣偏誤。 • 未來研究方向 • 研究架構的延伸：可能還有其他因素也會影響其使用意願，因此後續研究者可在未來進行更深入的探討。 • 研究對象與範圍的擴大：本研究是考量時間成本與抽樣問題下，針對台灣地區Google Earth使用者進行調查。建議未來的研究者可選擇國外Google Earth使用者進行研究，相信能使研究的結果更具代表性。

39. Thanks for your attention!