用户对移动应用接受度的品牌观：来自印度的多渠道背景下的证据

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2019-01-29 DOI:10.1504/IJEMR.2019.10018832

N. Murugan, Jayanth Jacob

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引用次数: 2

摘要

尽管使用移动应用程序购物的移动互联网用户数量迅速增长，但对移动渠道的研究却很少，尤其是在多渠道零售的背景下对移动应用程序的研究。虽然现有的研究将移动接触点作为单一渠道，但本研究强调需要多渠道和全渠道管理，强调创建零售品牌以接受移动应用程序。本研究调查了通过电子商务网站和移动应用销售产品的纯在线零售商对在线零售品牌的态度、感知领带、感知易用性、态度和用户对移动应用的行为之间的结构关系。基于计划行为理论，提出了描述直接和间接影响的研究模型和假设。我们对221名受访者进行了一项在线调查，偏最小二乘结构方程模型(PLS-SEM)的结果显示，品牌态度、感知领带和感知易用性对移动应用程序接受度的影响得到了强有力的支持。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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A brand view on the user acceptance of mobile apps: an evidence from India in the multi-channel context

Despite rapid growth in the number of mobile internet users who shop using mobile applications, there has been very little research on mobile channels, in particular with mobile apps in the context of multi-channel retailing. While extant research focus on mobile touch points as single channel, the present study highlights the need for multi and omni-channel management that stress on the creation of retail branding for the acceptance of mobile apps. This study investigates the structural relationship between attitude towards the online retail brand, perceived tie, perceived ease of use, attitude and user behaviour towards mobile apps from pure online retailers who sell products through e-commerce site and mobile app. Based on the theory of planned behaviour, a research model and hypotheses depicting direct and indirect effects are proposed. An online survey was conducted among 221 respondents and the results of the partial least square structural equation modelling (PLS-SEM) showed that there is a strong support for the effect of brand attitude, perceived tie and perceived ease of use on the acceptance of mobile app.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.