專題討論(三)
影響消費者採用手持式近距離無線通訊
裝置因素之研究
報告者：呂冠璁
文章出處：Shu-Lin Chen and Wei-Han Chen (2009). A Study on
Consumers’ Willingness to Adopt Near Field Communication Enabled
Handheld Devices. 2009 International conference on knowledge-based
economy and global management, Tainan, Taiwan, p.365-p.374
1
Agenda
1.
2.
3.
4.
5.
2
Introduction
Literature Review
Research Methodology
Statistical Analysis
Conclusions and Suggestions
Introduction
Background and Motivation
 Research Purpose
 Research Scope
 Research Process

3
Background and Motivation
4

Ubiquitous Computing = U

UNS = Ubiquitous Network Society (2007~2011)

U-Japan & U-Korea

U-Taiwan project is about the “INNOVATE
TAIWAN”
U-Taiwan (2008)
Ubiquitous Network Society (UNS)
5

Network Convergence

Human Computer linked

Perception environment

Innovative services

Security trust
Any people
 Any time
 Any place

Background and Motivation

3C products (Consumer, Computer and
Communication)
 smaller
 lightweight
 portable
 attractiveness
 wireless communication
6
Wireless Communication Technology
7
UWB
IrDA
Bluetooth
Zigbee
NFC
Distance
< 10m
< 1m
10m
3~5m
< 20cm
Time
~1s
~1s
~ 6s
~0.5s
< 0.1s
Security
High
High
High
Medium
Very high
Price
High
High
Medium
Low
Very low
Research Purposes
 Payments
News (2009)
 The NFC chip will combine
• Mobile phone
• PDA
• Digital cameras
• Computers
• Watches
• All kinds of consumer electronics products
8
Research Purposes
9

To explore what will be the consumers’ attitudes and
behavioral intentions for the demand of NFC-enabled
handhelds devices.

To discuss and analyze the factors that affect
consumers to adopt NFC-enabled handheld devices.

To investigate the consumers’ intention and
willingness adopt the NFC-enabled handheld devices.
Literature Review
Near Field Communication (NFC)
 Technology Acceptance Model (TAM)
 Perceived Convenience (PC)

10
Near Field Communication (NFC)
11

NFC technology is an extension of Raid Frequency
Identification (RFID) technology.

NFC technology has the potential to bring mobile
devices and physical objects together (Falke et al.,
2007).
NFC Feature (NFC forum white paper, 2007)
12

short range wireless connectivity technology (also
known as ISO 18092)

simple and safe communication between electronic
devices

within 4cm of one another

transfers data at up to 424 Kbits/ per second

inherently secure
NFC Applications






Contactless payments
Access to buildings
Service discovery
Discount coupons
Touch-and-go transportation
Mobile advertising
NFC Mark
13
NFC Applications
Get on the bus
by waving your
NFC phone
Pay for goods with a
tap of your NFC
phone
Set up your wireless
home office with a
touch
14
Use your NFC phone
as an event ticket
NFC
Consumer
Device
Get information
by touching
smart posters
Print from your
camera by holding it
close to the printer
Share business
cards with a touch
Technology Acceptance Model (TAM)
Perceived
Usefulness
Attitude
toward
using
External
Variable
Perceived
Ease of use
Source : TAM Structure (Davis et al. ,1989)
15
Behavioral
intention to
use
Actual
System
use
Technology Acceptance Model (TAM)
16

Explains and predicts the users’ acceptance of
information technology or IT-related applications
(Davis, 1989 & Davis et al., 1989)

TAM considers that antecedent, external variables,
can directly affect PU and PEOU (Davis, 1989 )
Technology Acceptance Model (TAM)

Davis(1986) defined
Perceived usefulness
The degree to which an individual believes that using a particular
system would enhance his or her job performance.
Perceived ease of use
The degree to which an individual believes that using a particular
system would be free of physical and mental effort.
17
Perceived Convenience (PC)
18

Yoon and Kim (2007) pointed out “the construct
of convenience has not been defined clearly and
operationalized in the literature.”

Convenience denoted the time and effort
consumers used in purchasing a product rather
than a characteristic or attribute of a product
(Brown, 1990).
Perceived Convenience (PC)

Brown (1990)
The concept of convenience was proposed to have five dimensions.
Dimensions
Time
Product may be provided at a time that is more convenient for
the customer.
Place
Product may be provided in a place that is more convenient for
the customer.
Execution
The most obvious convenience is simply having someone
provide the product for the consumer.
Acquisition
Firms may make it easier for the customer, financially and
otherwise, to purchase their products.
Use
19
Definition
Product may be made more convenient for the customer to use.
Perceived Convenience (PC)

Yoon and Kim (2007) excluded the acquisition and use
dimensions from their research.
Dimensions
20
Definition
Time
The degree of perception held by some-one that he/she can use
wireless LAN to accomplish their job at a time that is more
convenient for them.
Place
The degree of perception held by some-one that he/she can use
wireless LAN to accomplish their job in a place that is more
convenient for them.
Execution
The degree of perception held by someone that he/she finds the
wireless LAN convenient in the process of accomplishing his or
her work.
Research Methodology
Research Framework
 Research Hypothesis
 Research Design

21
Research Framework
Perceived
Usefulness
H8
H3
H1
Perceived
Convenience
Attitude
Toward
Adopting
H7
H6
H2
Perceived
Ease of Use
22
H4
H5
Behavioral
Intention
Research Hypotheses
23
H1
Perceived ease of use (PEOU) positively influences perceived usefulness (PU) to
adopt the NFC-enabled handheld devices.
H2
Perceived ease of use (PEOU) positively influences consumers’ attitude toward
adopting (ATA) the NFC-enabled handheld devices.
H3
Perceived usefulness (PU) positively influences consumers’ attitude toward
adopting (ATA) the NFC-enabled handheld devices.
H4
Perceived usefulness (PU) positively influences behavioral intention (BI) to
adopt the NFC-enabled handheld devices.
H5
Consumers’ attitude toward adopting (ATA) positively influences consumers’
behavioral intention (BI) to adopt the NFC-enabled handheld devices.
H6
Perceived convenience (PC) positively influences perceived ease of use (PEOU).
H7
Perceived convenience (PC) positively influences consumers’ attitude toward
adopting (ATA) the NFC-enabled handheld devices.
H8
Perceived convenience (PC) positively influences perceived usefulness (PU).
Operational Definition

Perceived Ease of Use
○ the degree to which a person believes that using the
NFC-enabled handheld would be free of effort.
24
Items
Measurement
1
Learning to operate NFC-enabled handheld device will be easy for
me.
2
I would find that it is easy to get NFC-enabled handheld to do what
I want it to do.
3
My interaction with NFC-enabled handheld would be clear and
understandable.
4
I think that NFC-enabled handheld device is easy to use.
Operational Definition

Perceived Usefulness
○ the degree to which a person believes that using the NFC-
enabled handheld devices would help the users complete
his/her works in any place.
Items
1
2
3
4
5
25
Measurement
I think that NFC-enabled handheld device provides very useful
service and information to me.
I think that NFC-enabled handheld device is helpful to enhance
effectiveness of my life in general.
I think that NFC-enabled handheld device is more convenience of
my life.
I think that NFC-enabled handheld device make my life much
easier.
I think that NFC-enabled handheld device is helpful to me.
Operational Definition

Perceived Convenience
○ the degree to which a person can use the NFC-enabled
handheld to accomplish his/her conveniently.
Items
1
2
3
4
5
26
6
Measurement
Using the NFC-enabled handheld device helps me to accomplish my
job at any time.
Using the NFC-enabled handheld device is able to make me deal with
things at any time.
I find that the NFC-enabled handheld device is convenient for my
work.
Using the NFC-enabled handheld device gives me convenience in
performing my work.
It doesn’t spend many efforts and money to pay the service of NFCenabled handheld device.
The NFC-enabled handheld device can complete the transaction
quickly.
Operational Definition

Adopt toward adopting
○ a person considers to adopt the NFC-enabled
handheld devices attitude.
Items
27
1
Measurement
Adopting the NFC-enabled handheld device would be beneficial
to me.
2
The NFC-enabled handheld device is a good idea.
3
Adopting the NFC-enabled handheld device is a wise idea.
Operational Definition

Behavioral Intention
○ the possibility of a person who is willing to adopt the
NFC-enabled handheld devices.
Items
28
Measurement
1
I intend to use the NFC-enabled handheld device in the future.
2
I intend to continue using the NFC-enabled handheld device.
3
I will recommend others to use the NFC-enabled handheld device
in the future.
Research Design

Survey Design
A. Seven point Likert-type scale
B. Demographic information design
29
Sample and Data Collection

Sample
• Beyond the age 18
• No matter he/she uses the NFC-enabled handheld devices
or not, only if he/she has been used contactless cards

Data Collection
 Through Internet
 The web site of “my 3q.com” (http://www.my3q.com/)
30
Data Analysis Methodology
31

SPSS 12.0 and AMOS 7.0

Reliability

Confirmatory factor analysis (CFA)
 Second-order CFA

Structural Equation Modeling (SEM)
 Maximum Likelihood Estimation (MLE) to estimate
the parameters.
Overall Fit Assessment
Absolute
Fit Index
CMIN
/ df
GFI
AGFI
RMSEA
Incremental
Fit Index
Parsimonious
Fit Index
32
Recommended value
Literature
The smaller the better
1< / df <3
≧0.90
≧0.90(Good) ≧0.80(OK)
Bentler and Bonett
(1980)
Jöreskog and
Sörbom, (1981)
< 0.01
0.01< RMSEA<0.05
0.05< RMSEA<0.08
0.08< RMSEA<0.1
> 0.1
NFI
≧0.90
CFI
RFI
IFI
PGFI
PNFI
≧0.90
≧0.90
≧0.90
≧0.50
≧0.50
PCFI
≧0.50
Excellent
Very good
Good
Middle
Bad
Steiger (1990)
Brown and
Cudeck (1993)
Bentler and
Bonett (1980)
Bentler (1990)
Bollen (1986)
Bollen (1989)
James, Mulaik and
Brett (1982),
Mulaik et al.
(1989)
Statistical Analysis
Characteristic
Gender
Age
Education
Job
33
Male
Female
18~22
23~27
28~32
Over 33
Senior high school
Bachelor’s degree
Over Master’s degree
Student
Public service
SOHO
Service
Financial
Information
professional
Others
Frequency
Proportion (%)
186
114
119
151
26
4
8
194
98
229
7
4
29
1
15
8
7
62%
38%
39.7%
50.3%
8.7%
1.3%
2.7%
64.6%
32.7%
76.4%
2.3%
1.3%
9.7%
0.3%
5.0%
2.7%
2.3%
Characteristic
Frequency
Proportion (%)
Yes
204
68%
No
96
32%
Yes
208
69.3%
No
92
30.7%
Have you ever been used the
NFC-enabled handheld
device?
Yes
160
53.3%
No
140
46.7%
Will you intend to use the
NFC-enabled handheld
device in the future
Yes
266
88.7%
No
34
11.3%
Do you know the NFC?
Do you know the NFC
-enabled handheld device?
34
Reliability Analysis
Factors
PEOU
PU
PC
ATA
35
BI
PEOU1
PEOU2
PEOU3
PEOU4
PU1
PU2
PU3
PU4
PU5
PC1
PC2
PC3
PC4
PC5
PC6
ATA1
ATA2
ATA3
BI1
BI2
BI3
Item-to-Total Correlation
Alpha if Deleted
0.835
0.876
0.827
0.881
0.770
0.876
0.896
0.839
0.758
0.796
0.824
0.833
0.829
0.710
0.779
0.802
0.822
0.795
0.848
0.898
0.831
0.927
0.912
0.928
0.911
0.931
0.911
0.907
0.918
0.933
0.915
0.911
0.910
0.911
0.928
0.917
0.863
0.846
0.871
0.909
0.866
0.923
Cronbach Alpha
0.938
0.935
0.928
0.903
0.931
First-order CFA of PC
36
Second-order CFA of PC
37
The second-order result of perceived convenience CFA model
Recommended value
CMIN
The smaller the better
10.542
Pass
/ df
1< / df <3
1.757
Pass
GFI
≧0.90
0.989
Pass
AGFI
≧0.80
0.961
Pass
RMSEA
<0.08(OK),<0.05(Good)
0.05
Pass
NFI
≧0.90
0.993
Pass
CFI
≧0.90
0.997
Pass
RFI
≧0.90
0.982
Pass
IFI
≧0.90
0.997
Pass
PGFI
≧0.50
0.283
Pass
PNFI
≧0.50
0.397
Pass
PCFI
≧0.50
0.399
Pass
Absolute
Fit Index
Incremental
Fit Index
Parsimonious
Fit Index
38
Measurement
Outcome
model
Overall Fit Assessment
The results of the hypothesized model fit statistic
Recommended value
Measurement
model
Outcome
CMIN
The smaller the better
476.378
Pass
/ df
/ df <3
2.676
Pass
GFI
>0.90
0.868
Not pass
AGFI
>0.80
0.829
Pass
RMSEA
<0.08(OK),<0.05(Good)
0.75
Pass
NFI
>0.90
0.929
Pass
CFI
>0.90
0.954
Pass
RFI
>0.90
0.917
Pass
IFI
>0.90
0.955
Pass
PGFI
>0.50
0.669
Pass
PNFI
>0.50
0.788
Pass
PCFI
>0.50
0.809
Pass
Overall Fit Assessment
Absolute
Fit Index
Incremental
Fit Index
Parsimonious
Fit Index
39
The model of the modification
40
Model
Revised
item
CMIN
DF
CMIN/DF
P-value
GFI
Original
----
476.378
178
2.676
0.000
0.868
0.829
0.075
Revised 1
PU5
438.047
159
2.755
0.000
0.873
0.833
0.077
Revised 2
PU3
381.625
141
2.707
0.000
0.883
0.843
0.076
Revised 3
PEOU4
314.697
124
2.538
0.000
0.898
0.859
0.072
Revised 4
ATA2
269.415
108
2.495
0.000
0.908
0.869
0.071
AGFI RMSEA
The measurement and structural components of
revised hypothesized models
41
The fit indices for the measurement model
CMIN
The smaller the better
Measurement
model
269.415
/ df
1< / df <3
2.495
Pass
GFI
≧0.90
0.908
Pass
AGFI
≧0.80
0.869
Pass
RMSEA
<0.08(OK),<0.05(Good)
0.071
Pass
NFI
≧0.90
0.946
Pass
CFI
≧0.90
0.967
Pass
RFI
≧0.90
0.932
Pass
IFI
≧0.90
0.967
Pass
PGFI
≧0.50
0.641
Pass
PNFI
≧0.50
0.751
Pass
PCFI
≧0.50
0.768
Pass
Overall Fit Assessment
Absolute
Fit Index
Incremental
Fit Index
Parsimonio
us Fit Index
42
Recommended value
Outcome
Pass
Factor loadings of parameter estimates
43
Path
Estimate
Standard
Error
Critical
Ration
PEOU  PC
0.895
0.066
13.549
***
Yes
PU  PC
0.132
0.066
1.986
0.047
Yes
PU PEOU
0.804
0.059
13.662
***
Yes
ATA  PC
0.742
0.083
8.976
***
Yes
ATA  PU
0.340
0.132
2.578
0.010
Yes
ATA  PEOU
-0.264
0.127
-2.081
0.037
No
BI  PU
-0.043
0.059
-0.735
0.462
No
BI ATA
1.112
0.084
13.169
***
Yes
Note: *** p < 0.001
P-value Support
Path diagram fit research model
Perceived
Usefulness
H8
0.11
(0.047)
Perceived
Convenience
H1
0.83
(0.000)
H7 0.75
(0.000)
0.74
(0.000)
Perceived
Ease of Use
-0.04
(0.462)
0.40
(0.010)
Attitude
Toward
Adopting
-0.32
(0.037) H
H6
44
H3
H4
2
H5
0.92
(0.000)
Behavioral
Intention
The standardized total effects
PC
PEOU
PU
ATA
BI
PEOU
0.740
(0.740+0)
---
---
---
---
PU
0.729
(0.113+0.616)
0.833
(0.833+0)
---
---
---
ATA
0.806
0.011
(0.753+0.053) (-0.324+0.335)
0.402
(0.402+0)
---
---
BI
45
0.712
(0+0.712)
-0.025
(0+-0.025)
0.328
0.921
0
(-0.042+0.370) (0.921+0) (0+0)
Note: Total effects = Direct effects + Indirect effects
Results of path analysis
Path
46
Estimate
Standard
Error
Critical
Ration
P-value
Outcome
H1
PU PEOU
0.804
0.059
13.662
***
Supported
H2
ATA  PEOU
-0.264
0.127
-2.081
0.037
Supported
H3
ATA  PU
0.340
0.132
2.578
0.010
Supported
H4
BI  PU
-0.043
0.059
-0.735
0.462
Not Supported
H5
BI ATA
1.112
0.084
13.169
***
Supported
H6
PEOU  PC
0.895
0.066
13.549
***
Supported
H7
ATA  PC
0.742
0.083
8.976
***
Supported
H8
PU  PC
0.132
0.066
1.986
0.047
Supported
Note: *** p < 0.001
Conclusions

The PEOU impacts on the PU.
 PEOU seems to be highly correlated to PU.
 An easily using product will attract people to use it.

The PU impacts on the ATA.
 PU is positively impact on ATA.
 Consumers think the NFC product may save time,
money and improve the efficiency of NFC-enabled
handheld devices.
47
Conclusions

PU has no significant impact on the BI.
 Consumers are seldom to use NFC devices, so that the
related industries have to speed up the development of
NFC devices.

The ATA impacts on the BI
 Keep the positive attitude to increase the probability of
using the NFC-enabled handheld devices.
 The related industries to designing the NFC-enabled
handheld devices more suitable for consumers.
48
Conclusions

The PC impacts on the PEOU, PU and ATA.
 spend less time to learn how to use it
 accelerates the efficiency for their life
 consumer always want to use new technology products
before they understand the function of the product
49
Suggestions
50

Marketing managers who prepare strategic plans and
implement effective tools to improve the
competitiveness or performance of the handheld
devices.

NFC-enabled handheld devices providers and
managers should pay attentions to the convenience
and lifestyle in order to fulfill consumer expectations.
Thanks for your attention
51