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By Lalit Pienchai
A Study of User Acceptanceon Mobile Map Searchin Thailand
• Objectives of this study• Research model• Pilot Study• Full scale study• Recommendation• Future work
Overview
• To determine the status of mobile Internet application usage in Thailand
• To identify the influenced factors and to explain the reasons of mobile map search adoption in Thailand
• To provide guideline for service provider to promote mobile map search service
Objectives
• Questionnaire as a tool to collect data• 2 phases– Pilot study– Full-scale study
• The motivating factor is observed • The relationship shown in the model is
verified by hypotheses
Methodology
Research tool
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Select tool
TAM
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Social Influence
Cost Effectiveness
Perceived Mobility
Perceived Credibility
Technology Complexity
Personal Innovativeness
Perceived Enjoyment
Perceived Usefulness
Perceived Ease of Use
Intention
Research model
Part 1
Part 2
Questionnaire design
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Phase I – Pilot study
• Section 1– Personal Information
• Section 2– Experience of Mobile Phone Usage (including mobile
Internet, mobile search and mobile map search)
• Section 3– Influences factors for using mobile map search
Pilot study
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Verify Proposed
Model
Analyze Result
Phase I – Pilot study
• Objectives– To ensure that the questionnaire is well-designed.
• Questionnaires– 70 respondents required– Mobile phone uses who live in Bangkok and its
surrounding area
• Cronbach’s alpha coefficient is 0.8273 • Revised questionnaires
Pilot study
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Verify Proposed
Model
Analyze Result
Phase I – Pilot study
• Sample– Data are collected from
• one secondary school (30 respondents)• one international graduate school (40 respondents) • one private company (25 respondents)
– This groups • Highest growth in mobile usage*
• Highest usage of mobile phone service*
*Source: National Statistical Office of Thailand, 2006 and 2007)
Pilot study
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Verify Proposed
Model
Analyze Result
Phase I – Pilot study
• Revision of the questionnaire– The sequence of questions is clearer stated
• Enlarging some of the instructions • The questions for non-user and user are clearly separated
– Rank Order Scaling question is modified• “never use” Zero number• “use in the same frequency” same number
Full-scale study result
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Verify Proposed
Model
Analyze Result
Phase I – Pilot study
• Sample– Data are collected from
• one secondary school (136 respondents)• one international graduate school (47 respondents) • one private company (121 respondents)
Full-scale study result - demographics
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Verify Proposed
Model
Analyze Result
Gender Age Occupation Highest education attainment
Mal
eFe
mal
e
Und
er 2
121
-30
Ove
r 30
Empl
oyee
Stud
ent
020406080
100120140160180
Oth
ers
Non
e1-
1500
015
001-
3000
0O
ver 3
0000
Seco
ndar
yH
igh
scho
olBa
chel
or's
degr
eeM
aste
r’s d
egre
eSalary
153 151
127132
45
118
161
25
129
59 70
46
7
129
109
49
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Model
Analyze Result
Full-scale study result
Mobile phone usersn = 304
Mobile Internet usersn = 134
Mobile search usersn = 66Mobil
e map searc
h usersn = 26
Mobile
map searc
h non-usersn = 40
Mobile search non-users
n = 68
Mobile Internet non-users
n = 170
Mobile usage
Mobile InternetMobile search
Mobile map search
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Verify Proposed
Model
Analyze Result
• Full-scale– 10 factors are measured by 44 items– Five-point scale– Mobile map search is briefly presented before answering
the survey– Three top reasons are the cost of service, the data
accuracy and the necessity of usage– Reliability analysis
• Cronbach’s alpha coefficient is 0.8793
Full-scale study result
Social Influence
Cost Effectiveness
Perceived Mobility
Perceived Credibility
Technology Complexity
Personal Innovativeness
Perceived Enjoyment
Perceived Usefulness
Perceived Ease of Use
Intention
Full-scale study result
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Model
Full-scale study result
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Verify Proposed
Model
Analyze Result
Hypothesis First attribute Second attribute Previous study
H1 Social influence Perceived usefulness June Lu et al. (2003)Tornatsky and Klein (1982)Venkatesh and Davis (2000)Rouibah and Abbas (2006)
H2 Cost effectiveness Perceived usefulness June Lu et al. (2003)
H3 Perceived mobility Perceived usefulness Anchar and D’In
H4 Perceived credibility Perceived usefulness Rouibah and Abbas (2006)June Lu et al. (2003)
H5 Technology complexity Perceived usefulness June Lu et al. (2003)
H6 Personal innovativeness Perceived usefulness Agarwal and Prasad (1998)Rouibah and Abbas (2006)
H7 Perceived usefulness Behavioral intention TAM
Full-scale study result
Social Influence
Cost Effectiveness
Perceived Credibility
Technology Complexity
Personal Innovativeness
Perceived Usefulness
BehavioralIntention
0.355
0.394
0.169
0.251
0.335
0.355
Perceived Mobility
0.362
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Verify Proposed
Model
Analyze Result
Correlation is significant at the 0.01 level (2-tailed)
Full-scale study result
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Social Influence
Cost Effectiveness
Perceived Mobility
Perceived Credibility
Technology Complexity
Personal Innovativeness
Perceived Enjoyment
Perceived Usefulness
Perceived Ease of Use
Intention
Model
Full-scale study result
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Hypothesis First attribute Second attribute Previous study
H8 Perceived enjoyment Perceived ease of use Igbaria et al. (1996)Vankatesh et al. (2002)Yi and Hwang (2003)
H9 Personal innovativeness Perceived ease of use Agarwal and Karahanna (2000)Yi et al. (2006)Rouibah and Abbas (2006)
H10 Technology complexity Perceived ease of use June Lu et al. (2003)
H11 Perceived ease of use Behavioral intention TAM
Full-scale study result
Technology Complexity
Personal Innovativeness
PerceivedEase of Use
BehavioralIntention
0.244
0.337
0.304
0.297
Perceived Enjoyment
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Verify Proposed
Model
Analyze Result
Correlation is significant at the 0.01 level (2-tailed)
Full-scale study result – Finalized model
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Verify Proposed
Model
Analyze Result
Social Influence
Cost Effectiveness
Perceived Mobility
Perceived Credibility
Technology Complexity
Personal Innovativeness
Perceived Enjoyment
Perceived Usefulness
Perceived Ease of Use
Intention
Mobile map search users
Select tools Study the Model
Verify Proposed
Model
Analyze Result
Social Influence
Cost Effectiveness
Perceived Mobility
Perceived Credibility
Technology Complexity
Personal Innovativeness
Perceived Enjoyment
Perceived Usefulness
Perceived Ease of Use
Intention
Recommendation
• The foremost reason for losing the customer is the lack of product awareness or advertising.
• The general use of mobile map search should be presented in the advertisement or marketing campaign
• Direct experience is important for introducing this technology to the prospective customers.
• Viral marketing may be one possible strategy• Improvement of technology support such as response
time and capability of mobile screen
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Model
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Future work
• Trying on other factors – Subjective Norm (Azjen & Fishbein, 1975)– Job relevancy (Venkatesh & Davis, 2000)– Cultural barriers (Okazaki, 2005).
• Use other theoretical technology acceptance model
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Model
Analyze Result
Other factors
Perceived usefulness
Perceived ease of use
Behavioral Intention
Thank You
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