Recently, the usage of wire-less has grown day by day as a result of smart phones, people do shopping online not only by personal computer or laptop, but also by mobile device. Owing to the maturity of online shopping system, it offer another option for people's purchasing behavior This study was aim to investigate customers' purchasing intention for online shopping based on the UTAUT2 model, and add a factor, which was innovativeness. Further, this study takes a dual media perspective to divide as PC format and mobile device to explore the moderating effects on the purchase intention. The SEM analysis was conducted and showed that the moderating effect of PC formats and mobile devices significantly influenced on UTAUT2 model. Research findings also revealed that online shopping via PC format and mobile device are going to be different, and provided theoretical and practical implications. Even through mobile device has become popular, it cannot totally replace PC format in the context of online shopping.
|Original language||Traditional Chinese|
|Number of pages||26|
|Journal||Electronic Commerce Studies|
|Publication status||Published - Jun 30 2014|
- Online shopping
- Mobile Shopping
- Dual media